Since the pandemic has disrupted the world, Cinema or theaters have suffered a lot. All other industries are getting back to work as it used to be earlier. Now with a very strict COVID precautions, theaters have started opening across India. As tech helped all other market to adopt in new normal, tech is again playing a key role for theater owners too. At every stage, technology will keep the human-to-human interaction lower thus cinemas will be a safer place to watch movies post-pandemic. PVR, the big name in this domain has taken a stay ahead and has brought great viewing experience for their customers by use of advanced technology. In line to get deeper insights about the new initiatives, Rajeev Ranjan, Editor, Telecom Today, held an exclusive chat with Gautam Dutta, CEO, PVR Ltd. Gautam spoke about the current trends, key technologies that will play a key role in the reopening of cinemas and much more. Read below the excerpts:
Rajeev: What all new technologies you have adopted in recent times at PVR Priya to give best viewing experience for audiences who will watch movie in theater after a long time?
Gautam: PVR [PXL] powered by CGS at Priya offers an industry-leading Barco Dual Laser projection and active image control to present a brilliant and uniform image with high contrast. Additionally, the property is integrated with advanced in- cinema features like Dolby ATMOS sound with pro-ribbon HF. This combination truly allows crystal-clear, high definition immersive audio with perfect intelligibility and no distortion, even at high volume level. The Audi is equipped with a 19 m wide Harkness Clarus XC – 2D and 3D Polarized Screen for a best-in-class laser projection with wide viewing angle, greater uniformity, improved colour and contrast. The RealD 3D digital stereoscopic projection ensures crystal clear, razor sharp, ultra-bright pictures for a breathtaking visual experience. This is the most advanced cinema in Delhi and India's First state- of- the art premium Giant Screen Format powered by Cinionic Giant Screen.
Rajeev: How do you see the role of technology in building safer place for audiences who wish to watch cinemas in theater now?
Gautam: Technology will play a key role in building safer cinemas and PVR has adopted technology in all touch points of the consumer journey and experience in its cinemas.
In order to minimize human contact, digital transactions have been enabled via e-wallets. To facilitate paperless movie ticketing and eliminate the need to buy physical tickets at the box office, these can be booked on the PVR Website, PVR Mobile App and other Aggregator Website and Mobile Apps. QR codes can be scanned to enter the cinema through customers' phone. There is no pat down search, only DFMDS (Door Frame Metal Detectors) that are used for security check.
One can also pre-book meals via the PVR app to avoid queues and waiting time at the concession counter and the food bills will be delivered digitally. The menu can be downloaded on the phone, so that customer can order on the phone before even reaching the candy bar. Payment for F&B will be made digitally, through NFC, or through cash cards available at the cinemas. No cash and no contact. Anti-microbial disinfectant films are wrapped on auditorium door handles. Ultraviolet cabinets are in place as a sterilize device to sanitize food packaging before it is served to the customer.
In its air-conditioning system, PVR uses UVGI (Ultraviolet Germicidal irradiation) in its Air Handling Units (AHU's) which ensures clean coils and clean air (viruses, bacteria, fungi and spores). As part of its indoor air quality management, single and dual polarised air cleaning system ensures reduction of pm2.5 and pm 10 to maintain IAQ of US standard. In addition to motion sensor-based taps in washrooms, all water coolers have sensor-based drinking water taps to minimize human contact.
Rajeev: How did you managed to hold the nerve to face extreme challenges since pandemic started last year?
Gautam: From March 2020 to February 2021 during the first wave that included national Lockdown with closure of theatres, staggered reopening at 50% capacity and 100% capacity allowed in February, we built liquidity buffers, negotiated Rent and CAM waivers / discounts from Landlords / developers, reduced fixed operating costs, developed Covid appropriate SOPs and Successfully raised INR 1600 crs of additional liquidity (INR 1100 crs of Equity and INR 500 crs of Debt).
From March 2021 that saw the resurgence of the second wave, staggered lockdown and cinemas closures from March 2021 to May 2021, we focused on vaccination of employees, re-engaging with developers for rental waivers, cost reduction including payroll cost, liquidity & cash flow management. We launched a holistic comprehensive care package to help our employees tide over the second wave. The package entailed Covid SOS medicines, reimbursing cost of vaccination for self and dependents, 24*7 Covid helpline with on-ground response team, oxygen concentrators, doctor on call assistance, hospitalization & ambulance services, and food deliveries for covid tested employees.
Rajeev: How do you see the impact of OTT players on your business continuity in post COVID-19 world? Do you have any plan to enter this space or launch any subscription based model?
Gautam: During the period while cinemas were shut led film-makers response to exceptional circumstances due to release of new content leading to rise in OTT audiences. It's a trend which started in the pandemic, all of a sudden, when it became a necessity for people as part of their daily lives. But otherwise, home entertainment through VCR, Video, DVD, Cable TV and streaming were always there. However theatrical business will always co-exist with multiple other platforms, digital platforms are no exception. Even OTT platforms were starved of content because shooting for movies had also stopped during the pandemic and they needed content to sustain their viewership, so they started buying movies. The producers also complied as cinemas were shut as this was the only option available for them. Now that the cinemas are opening, the producers will return to theatrical releases as this is where they make money. A theatrical release earlier before OTT makes commercial sense to them as they know the performance of the movie and pay the price for the content accordingly. But the good thing is that due to OTT, producers get back their money and they get encouraged to make more content.
We are primarily social beings – we want to get out and entertain ourselves and that's going to happen in Cinemas only. Movie viewing is one of the best and cheapest forms of out-of-home entertainment. It spreads happiness enabling a patron to enjoy a three hour movie-cation and leading to a complete family entertainment experience. Cinema is a catalyst to 'together time' for couples, families, friends and peer groups and hence the experience of bonding over the shared experience of watching a movie together is much more than other entertainment avenues. Movie-watching business has been around for more than 100 years and faced many disruptions but has always bounced back.
Rajeev: What new technology & trends in this domain will impact all theaters in coming years?
Gautam: Theatrical technology primarily revolves around upgradation in projection, sound and screen. Technology advancements in theatres would largely revolve around enhancing the power and impact of the big screen, creating an unparalleled viewing experience, something that you cannot get while watching content at home. In other words, the full focus would be on the complete immersive experience covering every angle of the theatre, creating excitement of storytelling which means crisper images, giant screens, or all-encompassing sound effects. Technological innovations in audience engagement and enhancing the cinema could be Augmented Reality (AR), Virtual Reality (VR), Glassless 3D, and 4D experiences that will play a key role. Going forward enhancing the cinema going experience, better adaptability of the cinema going experience to rapidly changing consumer preferences would be crucial for movie theatres to continue playing the pivotal role in the exhibition of filmed entertainment.
