‘Uunchai’ sets new heights in PVR cinemas getting family audiences back to theatres
PVR is seeing 70% of family audiences comprising of senior citizens. The average transaction size of 2.6 has also gone up significantly
City Air News
Nov 17, 2022 07:03
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PVR Ltd, the leaders in the Indian film exhibition industry has revealed an interesting trend after the reopening of cinemas post the pandemic that has kept family audiences away from cinemas. The findings are a revelation for the Bollywood film industry that has struggled lately to get the formula right to get an emotional connect of their storyline to audiences. ‘Uunchai’ breaks free from this perception getting the entire family back to its cinemas.
Directed by Sooraj R. Barjatya, the movie stars Boman Irani, Anupam Kher, Neena Gupta, Amitabh Bachchan, Sarika, Danny Denzongpa. The story revolves around three friends, all senior citizens who leave a comfortable life and embark on a trek to the Everest Base Camp. A simple trek turns out to be a personal, emotional and spiritual journey as they battle their physical limitations and discover the true meaning of freedom.
Announcing this new trend, Gautam Dutta, CEO, PVR Limited, said, "Through this movie, we can clearly see the revival of movies in cinemas that appeal to family audiences. Clearly ‘Uunchai is becoming the ‘60+ Zindagi Na Milegi Dobara’, the 2011 hit movie where three childhood friends follow their dream. While PVR targets all segments of audiences to its cinemas and has dedicated a Monday as a Senior Citizen focused day, post the pandemic it has seen this important group staying away from watching movies, could be due to health reasons or otherwise. This was never the case before the pandemic. With cars coming packed with friends belonging to this age group bringing their family along, we feel assured that everything is right. In our admits for this movie, we are seeing 70% of family audiences comprising of senior citizens. Our average transaction size of 2.6 has also gone up significantly”.
“This movie is giving the right signal to family-oriented movies and our advances for such movies are supporting our belief”, he added.
