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<ul><li>PVR INOX Passport allows users to watch 10 movies/month on weekdays for ₹699, consumers can watch.</li><li>It’s targeted towards senior citizens, housewives and more importantly students and youngsters.</li><li>Passport can energize weekday theater occupancies and improve F&amp;B sales, say analysts </li></ul>How many people watch ten movies a month? Not even in the hay days, when movies were a key source of entertainment. Now, at a time when theaters are struggling with occupancies and footfalls, India’s largest multiplex chain has brought out its PVR INOX Passport. For ₹699, consumers can watch 10 movies in a month on weekdays but without access to its IMAX, Gold, LUXE and Director's Cut services. Even as the movie industry saw post-pandemic successes with RRR, Pathan, <keyword id="6498265" type="General" weightage="20" keywordseo="pushpa" source="Orion">Pushpa</keyword> and Rocky and Rani Ki Prem Kahani, occupancies haven’t yet hit pre-Covid levels. Now, PVR is hopeful that with this limited period offer, they can bring back some of those who have lost the habit of watching movies on the screen. “The three significant target groups we are focusing on are students, housewives, and senior citizens, where we believe lies a great opportunity. We expect this innovative offering will not only revitalize weekday cinema attendance but also introduce a new dimension to how our patrons interact with and enjoy the world of cinema,” said Gautam Dutta, co-CEO of PVR INOX. The big screens are being hurt by OTT’s weekly and monthly launches of shows and direct-to-OTT movies. Moreover, GenZs with mobiles and easy data access, find little allure of watching movies in a size larger than life. Unlimited OTTs plus limited theatrical releases PVR is trying to build a habit of making movie watching a social outing that it has been for generations before. OTTs have also upped their ante during the pandemic and has brought back movie loving public into its fold. The time lag between a theatrical release and their satellite/OTT debuts have come down drastically. In some cases, it’s a matter of a few weeks. Added to that, a few superstar-starring, much awaited movies are going directly to OTTs. Case in point – Knives Out ‘Glass Onion’ starring Daniel Craig had a ‘limited’ release before it hit Netflix. Even Martin Scorsese planned the same for his ‘Killers of the Flower Moon’ but canceled it. There are more examples closer home too. One of Bollywood’s most-awaited debuts with three star kids directed by Zoya Akhtar is The Archies. The off-beat movie starring Shah Rukh Khan’s daughter Suhana Khan, Amitabh Bachchan’s grandson Agastya Nanda, and late actress Sridevi’s daughter Khushi Kapoor, is coming to Netflix. More reason for the young to subscribe to Netflix and chill, instead of making a movie date. “This move may eventually bring the youth back to the cinemas, which will be a big positive structural trigger. The only ponderable is if lower pricing or good content would be the decider to usher in this change,” says Karan Taurani, research analyst at Elara Capital in a note on the offer. Without the price-barrier If there ever was a good way to bring back young people to try something, price reduction is the way to go. Many apps and new-age businesses are built on this theory. PVR’s Passport plan however does zero or no damage to their economics. As per Elara’s calculations, pan-India, annual average occupancy for exhibitors for weekdays (Monday-Thursday) is around 17%. Discounted ticket prices may prop occupancy towards 20-25% it believes. “Increased occupancy may not come at any incremental costs and may drive better F&amp;B and ad revenue which is high-margin in nature,” Taurani adds. The Passport offer which is not available in the South of India, is also limited in nature. Only 20,000 of these passes are available. The idea behind it is not merely to boost weekday occupancy, claims PVR. “With the Passport, we have sought to break the barriers of cost and allow our newer audiences to immerse themselves in a wide array of movies across diverse genres. We expect this innovative offering will not only revitalize weekday cinema attendance but also introduce a new dimension to how our patrons interact with and enjoy the world of cinema,” said Dutta. Small vs Big Apart from limited releases, a lot of quaint small movies, whose surprise performance vitalized box offices are also missing. These are the movies that are being swept off by OTTs and as per media reports, producers and distributors are also getting <a href="https://economictimes.indiatimes.com/industry/media/entertainment/studios-fail-to-talk-up-movies-theatres-pay-the-price/articleshow/104897753.cms">tight-fisted with marketing spends</a>. Taurani says that theaters’ dependence on large-budget films increased to around 85% in Hindi <keyword id="25892" type="General" weightage="20" keywordseo="box-office" source="Orion">Box Office</keyword> (BO) which is a structural risk. If there is an option to watch ‘many movies’ with a prepaid option, the small movies which are hitherto undiscovered can get a boost. “It's about making every visit to the cinema an opportunity to discover something new, to be entertained, and to be captivated by the magic of storytelling on the big screen, even with the smaller films,” said Dutta. Be it big or small, a movie on a big screen is always an experience. Whether the younger generation who is reportedly more keen on experiences than anything will subscribe to it, is yet to be seen. SEE ALSO <a href="https://www.businessinsider.in/careers/news/what-do-genzs-think-about-the-number-of-work-hours-in-a-week/articleshow/104874213.cms">My shift is over: Why do GenZs say it, and is it a bad thing?</a> <a href="https://www.businessinsider.in/stock-market/news/mamaearth-ipo-honansa-consumers-d-street-debut-to-be-an-acid-test-for-d2c-companies/articleshow/104840366.cms">Honasa Consumer’s D-Street debut an acid test for D2C companies </a><a href="https://www.businessinsider.in/stock-market/news/mamaearth-ipo-honansa-consumers-d-street-debut-to-be-an-acid-test-for-d2c-companies/articleshow/104840366.cms" style="font-size: 16px;"></a> <div type="javascript" title="Custom" contenttype="Text"><cdata><![CDATA[]]></cdata></div>

PVR woos Netflix n Chill crowd back to big screens with its Passport

<ul><li>India’s fast expanding OTT universe still has just over a 100 million paid subscribers, as per an Ormax report.</li><li>In the last one year, OTT subscriptions have grown 13.5%.</li><li>During the pandemic years, when OTT subscriptions saw a boom, the growth rate was approximately 20%. </li></ul>Almost half a billion Indians (481 million, to be precise) are streaming shows on over the top (OTT) platforms like <keyword id="128682" type="General" weightage="80" keywordseo="netflix" source="Orion">Netflix</keyword>, <keyword id="758541" type="General" weightage="20" keywordseo="amazon-prime" source="Orion">Amazon Prime</keyword> among others. However, as per Ormax Audience Report 2023, only one in three people are paying for it, as the OTT universe currently has 102 million paid subscribers. OTT penetration in India is at 34% across the country, the report says. It defines an OTT audience as the one who watched at least one online video either paid or free in the last one month. As many as 2.8 people watch an OTT subscription, it reveals. In spite of its good show during the pandemic, the OTT growth might have peaked, believes <keyword id="18337059" type="General" weightage="80" keywordseo="keerat-grewal" source="Orion">Keerat Grewal</keyword>, head of business development (streaming, TV &amp; brands), Ormax Media. “After the upsurge in the Indian OTT market during the pandemic years of 2020 and 2021, the growth has settled down at more moderate levels. The Indian OTT audience base grew 20% from 2021 to 2022, but has grown only 13.5% over the last one year, highlighting that the category is now past the peak growth phase it witnessed in the two preceding years," said Grewal. Fair share charges? As per Ormax, 102 million Indians are B2C subscribers, who take a membership directly with the OTT platform unlike B2B subscriptions are taken via telecom packs offered by various operators. The substantial number of B2C subscribers throws light on the ongoing feud between OTTs and telecom players on <a href="https://www.businessinsider.in/business/news/telecom-industry-defends-fair-share-charges-on-otts-proposal-rejects-impact-on-net-neutrality/articleshow/104496095.cms">fair-share charges that the </a>latter is demanding from the former. The report does not reveal the number of B2B subscribers of OTTs. Telecom service providers via the industry body Cellular Operators Association of India (COAI) have been asking Late Traffic Generators (LTGs) or the bigger OTTs to make a ‘contribution’ to telcos. They argue that LTGs are responsible for 70% of the total internet traffic. “LTGs are using TSP networks to deliver their services, but making no contribution to the development, upkeep and sustenance of robust and quality telecom networks across the country – that’s required for catering to the huge traffic being loaded on the networks,” said Lt Gen Dr S P Kochhar, director general of COAI. SEE ALSO <a href="https://www.businessinsider.in/entertainment/news/pvr-woos-netflix-n-chill-crowd-back-to-big-screens-with-its-passport/articleshow/104919450.cms">PVR woos Netflix n Chill crowd back to big screens with its Passport</a> <a href="https://www.businessinsider.in/careers/news/what-do-genzs-think-about-the-number-of-work-hours-in-a-week/articleshow/104874213.cms">My shift is over: Why do GenZs say it, and is it a bad thing?</a>

One in three Indian binge watchers actually pays for content

<ul><li>Global brands like M&amp;S and <keyword id="3014364" type="General" weightage="20" keywordseo="pepe-jeans-india" source="Orion">Pepe Jeans India</keyword> are focussing as much on tier 2, 3 cities as they are metros.</li><li>Small town Rajahs are just as well-informed and brand conscious as their metro counterparts, they say.</li><li>QSR players like Pizza Hut too see half of their growth from smaller cities, and are altering their offerings to deliver to the palettes. </li></ul>India’s charming smaller cities bring certain images to mind — like a samosa-wala sitting around the corner; and dusty market areas with barely-lit shops or most people commuting on two-wheelers. Think again. Bharat has gone high-end, and now most cities be it Baroda, Budaun, Indore, Nagpur or Udaipur — are where mall developers are crowding to. In with the trend are not just Indian brands but foreign brands want to go where they see ‘growth’. When it comes to store opening both fashion, cars or even fast food chains, they all want to grow across metros and smaller cities — on an almost equal footing. For luxury car brands, small is the new big. Companies like BMW, <keyword id="25952" type="General" weightage="20" keywordseo="mercedes-benz" source="Orion">Mercedes-Benz</keyword>, <keyword id="75789" type="General" weightage="20" keywordseo="lamborghini" source="Orion">Lamborghini</keyword>, and others are eyeing smaller towns and cities like Ludhiana, Kanpur, Surat, etc. to drive up their volume growth in India. By selling an average number of 40,000 units annually, luxury carmakers make up less than 2% of the entire passenger vehicle market in the country-as compared to 13% penetration in China and 10 per cent in the US. They are now hoping to drive up sales by penetrating deeper into the Tier-II and Tier-III markets in the country. According to top luxury players in India, non-metro cities could drive significant sales volumes owing to an emergence of young entrepreneurs from these places. Small towns are ‘Fashion forward’ <div type="image" title="pepe jeans" msid="105071304" hostid="261" caption="&amp;lt;p&amp;gt;Manish Kapoor, MD and CEO of Pepe Jeans India &amp;lt;/p&amp;gt;"></div> British retail major <keyword id="1295402" type="General" weightage="20" keywordseo="marks-spencers" source="Orion">Marks &amp; Spencers</keyword> which, recently opened its 100th store in India, is betting big on ‘thriving and vibrant Bharat. M&amp;S has opened a store each in Ranchi, and Kochi has just gotten its second store like Baroda. It’s also present in Surat, Coimbatore, Bhubaneswar and Guwahati. "Even though growth in Tier 1 cities has not yet exhausted, Tier 2 cities are growing much faster. At present, 40 out of our 100 stores are in Tier 2 cities. Provided the right locations come up in these cities, we will look at more stores in these cities," Ritesh Mishra, MD of Marks and Spencer Reliance India told Business Insider India. Yet another UK based fashion retailer Pepe Jeans India also said that it plans to open around 30 new stores every year. Of that, a majority would be in smaller cities. “We have not covered many Tier 2 cities, and they also provide higher avenues to growth,” said Manish Kapoor, CEO &amp; MD of Pepe Jeans India told Business Insider India. Thanks to exposure to the internet, the small town consumers are just as fashion forward as their metro consumers. “Their exposure to brands, fashions and international styles is on par with the metro consumers,” said Kapoor. Online presence also helps these brands service many more pin codes across the country. Mishra agrees, and adds that there is not much of a difference between the consumers in Tier 1 and Tier 2 cities except that the basket value in the smaller cities may be a tad lower. They also intend to reach more pin codes via e-commerce, taking their style and substance to all of India that wants it. For a long time, smaller cities have been smaller markets for large brands. But what’s changed in the last few years, the number of middle income households are changing. Their incomes are growing on-par too. According to consumer insights company Kantar, all-India urban average monthly household income has been growing at 8.4% for the last five years. In Tier 2 and tier 3 cities, it has been growing a compounded annual growth rate (CAGR) of 7.8%. More money to spend The discretionary wallet share of a smaller city consumer is also higher, argues Kapoor. “For example, take a person who earns ₹1 lakh per month in Bombay, he or she would spend ₹40,000-45,000 on rent and then some more on commuting and other essentials. Then take a person who earns ₹50,000 pm in Lucknow — all the aforesaid expenses will be under ₹25,000,” he explains. Moreover, the new generation of consumers – be it millennials or GenZs – are focussed on experiences, consumption and self-care. That’s bringing about a marked change in the traditional mindset of people — all manna for brands. “Earlier people would feel guilty of spending, now the new generation thinks — Why not? What else do we earn for?” sums up Kapoor, profiling the consumers they’re going after in smaller towns, who wouldn’t flinch before spending ₹5,000 on a pair of jeans. Value in growth <div type="image" title="pizza hut" msid="105094177" hostid="261" caption="&amp;lt;p&amp;gt;Merrill Pereyra, Managing Director, Pizza Hut India Subcontinent&amp;lt;/p&amp;gt;"></div> US major Pizza Hut India too is thinking on the same lines as its apparel counterparts. In the last two years, they went from around 400 restaurants to over 800 stores. And, half the stores as a part of its expansion strategy are in smaller cities. It expects 50% of its growth to come from newer markets i.e cities that intend to foray into through their franchises, Merrill Pereyra, MD of Pizza Hut India subcontinent told Business Insider India in an interview. Unlike their apparel counterparts, they are a tad more careful about their approach. Quick service restaurants (QSR) are more of a habit where even consumers with chunky wallets seek value. “We have to be strategic with the value we provide. We have offers like one plus one meals, My Box which is a meal for one. But we are also appealing to local tastes. One of our innovations is Dhabe Da <keyword id="4821660" type="General" weightage="50" keywordseo="keema-pizza" source="Orion">Keema Pizza</keyword>, the way a small town consumer would think is, we are used to it, let’s see how it tastes on a pizza whereas a big city consumer would see it as a fusion menu,” Pereyra explained. Be it fashion or food, the new-age small city customer is seeking the ‘premium’ route — that’s caught the eye of large international players who want to make their mark. SEE ALSO <a href="https://www.businessinsider.in/business/news/wine-vs-tea-indias-consumption-trends-show-a-sharp-divergence/articleshow/104810168.cms">Wine vs Tea: India’s consumption trends show a sharp divergence</a> <a href="https://www.businessinsider.in/entertainment/news/pvr-woos-netflix-n-chill-crowd-back-to-big-screens-with-its-passport/articleshow/104919450.cms">PVR woos Netflix n Chill crowd back to big screens with its Passport</a>

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PVR woos Netflix n Chill crowd back to big screens with its Passport

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One in three Indian binge watchers actually pays for content

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Foreign brands bet big on Bharat’s bulging wallets

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