Since the ad-free policy will incur losses, the company hopes to compensate it by screening extra shows in the multiplexes.
PVR decides not to play ads before film screening. (Wikimedia Commons)
If a movie is scheduled to start in a theatre at 10.30 am, you may feel laid back in reaching the cinema hall 10 minutes late because of the advertisements shown before the film’s screening.
Ads keep coming one after the other and there must have been times when these commercials made you impatient when you sat in the multiplexes.
When you are about to heave a sigh of relief after the tobacco ad, a trailer for an upcoming movie is playing, making you more fidgety.
From a business standpoint, this also enables theatres to earn extra revenue by selling advertising slots to businesses and showcasing trailers for upcoming films.
This practice has become a standard aspect of the movie-going experience, helping to build anticipation and excitement for future releases.
However, the PVR-INOX management has planned to increase the footfall in its multiplexes by adding more shows and going ad-free — stop playing ads before the screening of movies.
The PVR-INOX has already discontinued ads in its multiplexes across several cities. It now plans to adopt the same approach in other locations in South India.
The company aims to show only film trailers and teasers before the movie begins and reduce the slot for commercials from 35 to 10 minutes.
Social media users opine that the move enhances the audience’s experience by minimising ad interruptions and ultimately allowing theatres for an additional show.
The company noticed that filmgoers are more interested in watching movie trailers during the interval than commercials.
Since the ad-free policy will incur losses, the company hopes to compensate it by screening extra shows in the multiplexes.
The ad-free policy was initially rolled out at Director’s Cut and Insignia screens in Delhi, Mumbai, and Bengaluru. It will soon be introduced in Pune.
The PVR-INOX plans to extend this policy to other locations in South India in the next few months.
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