PVR’s Ajay Bijli on families spending Rs 10,000 to watch Pathaan on opening day: ‘India is a disparate market…’

Tell us about this venue

It’s been a special cinema for us, over the years. I started my journey here in 1990, and if you see the foyer, we have a legacy wall which will show you how the avatar of this cinema has changed. Now that we have a 300-odd seat cinema, we thought, ‘What is the best possible technology to make it the best 300-seater cinema in the country?’ And IMAX is that technology. It enhances the moviegoing experience, whether it’s sound or visual clarity.

This demographic has always loved English movies; Hollywood films, big-screen blockbusters. So we thought, what better venue than Priya to bring this IMAX, which makes a big movie bigger. Yesterday, we played Oppenheimer, which is into its third week, and it ran at over 40% occupancy on a Wednesday, which is not very normal.

I’m not getting tickets…

Let’s see what I can do (laughs, nods at an aide sitting nearby, who nods back)

We have two movies tomorrow; Mission: Impossible 7 and Oppenheimer, and the advances are very strong. What I’m finding absolutely heartening is that despite the fact that three new movies are releasing tomorrow, and these two movies are in their third or fourth week, and yet, the cinema is running to packed houses. It’s very unusual. Also, it shows the appetite and sophistication of Indian audiences. Indian audiences do not compromise on their moviegoing experience, and everybody knows about the IMAX experience. (We want to) give the best that is available. And this is Laser XT; hardly any installations have been done globally, forget about in India. It’s the first in India. And this screen, which is 21 metres by 11 metres, is the largest Laser IMAX screen in our circuit in India.

A look at the new IMAX venue at Delhi’s Vasant Vihar.

What has happened with Oppenheimer is that people have become very educated about the different kinds of IMAX presentations. They know about those 30 venues across the world that are showing the film in 70 mm, 15 perf format… Tell me that’s going to come to India also one day?

It’s shot in 70 mm, but wherever it is shown, typically there’s Laser projectors only. Are you talking about those old celluloid analog projectors?

I’m talking about those 30 venues around the world which are screening Oppenheimer in the optimum format.

Correct, correct. We are pushing the envelope. You know, I can only wear eight-and-a-half shoe size. I want to wear 10, but I can’t. It depends on the black box. Look, there’s no space left anywhere (gestures at the screen). So, it depends. If we get an opportunity to get a black box which is bigger than this, or has aspect ratios which are different to this, then we do that. We are committed to giving…

(Looks at his aide again) Just find out about these 30 screens, what exactly do they have, and we’ll give it to the people of India.

That’s encouraging.

Why not? That’s my job.

Did you watch Oppenheimer?

I loved it.

Did you do the “Barbenheimer” double-bill?

Barbie I haven’t seen yet, I’m going to see it. I haven’t seen M:I 7, I haven’t seen Indiana Jones; I’ve got a mini festival coming up for myself.

Let’s talk about the experience of this venue. Yes, it’s catering to a certain clientele, but it’s also slightly exclusive, wouldn’t you say? If a regular person with their family goes out for a movie, they’re set back by Rs 7,000-Rs 8,000. If they watch Pathaan on opening day, they’re looking at Rs 10,000.

Our average ticket price for the last quarter is Rs 249. We try to provide a solution, a good movie experience, at every price point. We have cinemas in Karnal, even in Delhi; Vikas Puri, Naraina, Moti Nagar, all these places which are anywhere between Rs 100 and Rs 200, so we have a solution for that. Then we have one more consumer, that’s the value-based consumer. We also have a consumer that doesn’t want his movie-going experience to be compromised. This particular product (gestures around himself) is for that consumer. India is a very disparate market, and I didn’t look at one consumer, I looked at all the consumers.

You just now told me, why don’t you get one of those 30 (IMAX projectors)… So, please understand, if one of the 30 I get, it’ll come at a price point. It’ll come at a certain investment. I’m a business, I also need to get an return on investment. If you put a Rs 8 crore projector, then you need to get your revenues in line to get that ROI, which will satisfy any investment decision you make. This is only 300 seats dedicated in a circuit of 3.69 lakh seats that we have got dedicated for that consumer doesn’t really matter. We have so many other options for the value proposition customer, so that he can finish his experience in Rs 1000. Rs 250 multiplied by four, there are so many places he can go to.

Are you encouraged by people coming back to theatres?

Very encouraged, and very happy. And I was never disappointed. I was very sure, because 18 months cannot renounce an activity which comes very naturally to an Indian consumer. So, the Indian market is something that always makes me feel very positive. I’m surprised pleasantly how people have latched on to such a cerebral movie, it’s not an easy movie to watch.

You’re talking about Oppenheimer?

Yes. It’s incredible to get a Rs 100 crore-type number, even more, for a movie like that. I’m very encouraged.

And Rocky Aur Rani now…

Very good, excellent. So, that’ll also end up doing Rs 150 crore (Looks at the aide again; aide nods)? It’s reached about Rs 110 crore, and again, an urban movie, but phenomenally well people have accepted it. Jailer has released; OMG 2, Gadar 2, the advances are looking fantastic.