PVR Inox bets on premium screens as India’s box office rebounds
Executive director Sanjeev Kumar Bijli says local hits, pricier formats and a Cannes buying spree are shaping India’s cinema comeback.
By Georgia Hale · Staff Writer
3 min read
India’s cinemas are ringing up more cash than before the pandemic, and PVR Inox is leaning hard into the plush seats, bigger screens and snack counters that helped get them there.
In an interview with Deadline, PVR Inox executive director Sanjeev Kumar Bijli said the Indian theatrical market has been shielded from some of the supply problems that hit other territories, with regional films and Hindi hits filling gaps left by Hollywood disruption.
Deadline reported that India’s box office reached $1.48 billion in 2025, helped by Hindi and regional titles including Dhurandhar and the Kantara prequel. PVR Inox, India’s largest cinema chain, also posted annual revenue of $700 million, or INR67.43 billion, for the financial year ending March 2026.
According to the company figures cited by Deadline, ticket sales made up 52% of PVR Inox revenue, while food and beverages accounted for around 30%. Profit for the year was $40 million, or INR3.87 billion, as the company reduced debt tied to the 2023 merger of PVR Cinemas and Inox.
Premium seats, selective crowds
Bijli told Deadline that PVR Inox benefits more from English-language films than from local titles, taking a 60% to 70% share of box office on multiplex-friendly English films, compared with 35% to 50% on local movies. Hollywood usually contributes about 10% to 15% of India’s overall box office, he said.
He pointed to recent Hollywood performers including Avatar: Fire And Ash, Project Hail Mary, Michael and Obsession. On the Hindi side, Deadline reported that Jio Studios’ Dhurandhar and its sequel grossed around $320 million combined.
The recovery has a catch. Deadline noted that higher revenue has been driven largely by rising average ticket prices, while admissions remain below pre-pandemic levels. Admissions reached 832 million in 2025, down about 19% from 1.03 billion in 2019.
Bijli said that shift reflects a more selective audience and the pull of premium formats. PVR Inox is working with brands and formats including Luxe Insignia, Imax, 4DX and Screen X, while also offering luxury auditoriums and upgraded food options.
“We really believe in the big screen experience,” Bijli told Deadline, adding that cinemas need strong technology, sound and projection alongside good films.
More screens, lighter spending
PVR Inox currently operates 1,798 screens at 359 sites in more than 110 cities, according to Deadline. Bijli said the company plans to add screens in Tier 2 and Tier 3 cities and expand further in southern India.
The plan is built around what Bijli described as a “capital-light” model, with PVR Inox co-investing in cinema construction alongside mall developers. He said the company has also renegotiated rental deals with developers, in some cases trading lower rent for a share of box office.
The chain is testing other programming too, including streamed concerts, IPL cricket matches, FIFA World Cup matches and live events under its PVR Inox Live On Stage banner. Bijli said those experiments do not contribute much to the bottom line, but some have worked well.
Cannes haul and indie pressure
Movies remain the core business, and PVR Inox Pictures is still buying. Deadline reported that the distribution arm has an output deal with Lionsgate and has acquired films from international markets and festivals.
Its recent Cannes market purchases included Fernando Meirelles’ Art, Doug Liman’s Bitcoin, three horror titles from Neon and five FilmNation films, including Last Dance, Asymmetry, The Passenger, 4 Kids Walk Into A Bank and Wildwood.
Bijli said international independent films usually need a major star or filmmaker to connect in India, though PVR Inox has also moved into Japanese anime after spotting demand online for Makoto Shinkai’s Suzume.
Local independent cinema remains a tougher issue. Deadline reported that more than 120 Indian filmmakers launched the Independent Filmmakers Association of India at Cannes to push for better theatrical and streaming access. Bijli cited PVR Inox screenings of Indian independents and the company’s work with the Mumbai Film Festival and MAMI Independent as part of its support for film culture.
This story draws on original reporting from Deadline.