PVR INOX REOPENS ITS MALL OF INDIA, NOIDA SUPERPLEX IN A NEW AVATAR
PVR INOX, the largest and the most premium cinema exhibitor in India has remodeled its 7-screen Superplex at Mall of India, Noida to bring back one of the most loved movie destinations for all the viewers, giving the film city yet another entertainment landmark. The renovated cinema that has reopened after a gap of nearly 3 years introduces the biggest and most experiential cinema concepts, P[XL], IMAX® with Laser and 4DX for the first time in a PVR INOX Multiplex in its national circuit. IMAX® with Laser is the first auditorium of its kind in the state of Uttar Pradesh.
Strategically located at one of the biggest and largest shopping malls in India, the cinema can accommodate 1712 guests and introduces two large screen formats – P[XL] and IMAX® with Laser under one roof, each with its unique set of features. Providing the best-in-class theatrical solution to all the movie buffs, the new Superplex incorporate 4K projectors that deliver ultra-high resolution, sharp and bright images. In addition to this, the audis are equipped with advanced Dolby Atmos for an unparalleled sound experience and Next-Gen 3D technology. The 4-premium auditoriums have last-row recliners for utmost comfort. With a visually stunning design, the extensive food menu has been curated by globally renowned chefs. A concessionaire serving local street food and a live kitchen has also been introduced for all the food lovers.
The chefs have put together an extensive menu which takes one on a unique culinary journey through the globe. For the first time in the company, four unique concepts are being launched in a single cinema. These include, MASALA TRAIL, a quintessential Indian street food brand offering an array of chaats, kebab rolls, pulao and kulchas; SWAMY’S, The first in house South Indian brand; WOKS & MORE, The most eclectic selections of dim sums, monastery road style momos, rice and noodle bowls and THE FRIES FACTORY, delicious French fries based concept, the brand’s interpretation of a poutine.
Commenting on the reopening announcement, Mr. Ajay Bijli, Chairman and Managing Director, PVR INOX Limited, said, “We have received an overwhelming response for all our premium screen formats across the country and their growing demand has led us to relaunch our prestigious Mall of India property with 3 superlative cinema formats. It has been PVR’s strategy to make cinemas more experiential and this Superplex in Noida is a step in that direction. Uttar Pradesh has undergone a drastic transformation with a holistic ecosystem and consumer market. Its immense growth potential committed us to increase our investment in the state”.
IMAX® with Laser has been designed from the ground-up exclusively for IMAX screens. The experience is set apart by its next-generation 4K laser projection system which features a new optical engine and a suite of proprietary IMAX technologies that deliver increased resolution, sharper and brighter images, deeper contrast as well as the most distinct, exotic colors ever available on-screen. The new experience also features IMAX’s surround sound technology to deliver greater dynamic range and precision for the ultimate immersive audio.
PVR’s home grown big movie screen format P[XL] known as Premium Extra Large feature extra-large wall – to – wall screen, state of the art Dolby Atmos sound and Laser 4K projection system with customized 3D glasses to bring alive every little detail of the movie. 4DX changes the cinematic paradigm from just Watching to Experiencing. The revolutionary realistic effects stimulates all five senses with high-tech motion seats and special effects including wind, fog, lightning, bubbles, water, rain and scents, in both 2D and 3D formats. These effects work in perfect synchronicity with the action on screen – creating the most un-miss able and exhilarating cinematic experience.
“We are excited to bring one of the most loved cinemas PVR, Mall of India in a completely new avatar in the happening sector 18 of Noida. This booming town is the growth engine of Uttar Pradesh and has the advantage of a large market, agglomeration, and migrating population and enjoys excellent connectivity to Delhi. Although this is our second Superplex in Noida, the town is big enough to absorb another Multiplex of this kind of stature due to presence of blue chip companies, educational institutions and residential societies. The new multiplex will provide bespoke differentiated cinema experiences with gourmet food for the movie – goers in National Capital Region (NCR)” said Mr. Renaud Palliere, COO-Luxury Collection & International Business, PVR INOX Limited.