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Indian Multiplex Leader PVR Expands 4DX Rollout

Variety logo Variety 12/15/2016 Patrick Frater
© Provided by Variety

PVR Cinemas, India’s largest cinema exhibition company, is to install Korea’s 4DX motion and olfactory technology to ten of its multiplexes.

The deal is an extension of an existing agreement between PVR and CJ 4Dplex, part of CJ-CGV. The deal was announced last week on the sidelines of the CineAsia convention in Hong Kong.

“4DX offers an experience that is not only impossible to replicate at home, but also enhances the overall viewing experience. With more global exposure, the expectations of audiences are increasing as they look for added experiences that supplement the on-screen viewing. PVR, being an innovator in the cinema exhibition space in India, aims to fulfill this expectation by aligning itself with the world leaders in motion picture technology,” said Ajay Bijli, Ajay Bijli, PVR’s chairman & MD.

PVR cinemas currently have a total count of 557 screens at 121 properties in 48 cities. The company first installed 4DX in one of its complexes in New Delhi. The new roll-out includes PVR’s highest grossing theaters in prime in Bangalore and Mumbai.

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