PVR to spend Rs. 14 crore to install 400 D-BOX motion seats across 9 cinemas.

Leading multiplex player PVR Cinemas has signed a deal with D-BOX Technologies, a world leader in immersive motion entertainment experiences, to install over 400 D-BOX motion seats in nine of its cinemas across Delhi-NCR and Mumbai. 

PVR will be spending around $2 million (Rs. 14 crore) on the seats, which enable viewers to experience on-screen action, offering an immersive cinematic experience to the cinema-goers. 

“Innovation rests at the core of our businessand we are happy to launch India’s first D-BOX enabled motion seats. Our success lies in the trust of our patrons and partners on the brand and we are certain this new technology will ensure an exciting experience at the theatres,” said Ajay Bijli, CMD, PVR. 

Gautam Dutta, CEO of PVR Cinemas, added, “We at PVR have always focussed on enhancing the experience of our patrons at the theatres. With this launch, we enable our audience in India to experience the globally popular D-BOX unique motion seat technology. In line with our business strategy, we aim to meet the demands of our discerning audience through innovation. We are very positive about the success of this technology and assure to continue with our efforts in bringing enhanced and entertaining cinematic experience at the theatres.” 

Claude Mc Master, President and CEO of D-BOX said that as part of the company’s first step in the Indian market, D-BOX will be developing relationship with Bollywood studios to incorporate D-BOX Motion Code into their movies. “Bollywood movies offer a great mix of action and dance which is perfectly fit with the ability of D-BOX technology to put the moviegoers in the scene alongside the actors so they can feel all the action.” 

PVR has also signed a deal with South Korean firm CJ 4DPLEX to open 10 ScreenX auditoriums in India. Dutta said the company will retrofit five screens, and use five for new screens. 

ET