Dhurandhar The Revenge has emerged as an all-time grosser and, despite being in its sixth week, it refuses to slow down. Project Hail Mary was released a week after Dhurandhar The Revenge and though it had considerable demand, it faced issues getting screens, especially in IMAX. In an exclusive interview with Bollywood Hungama, Sanjeev Kumar Bijli, Executive Director, PVR INOX Ltd, opened up about this episode.
Sanjeev Kumar Bijli said, “It got a proper release in normal screens. But the release in IMAX screens got compromised (during the paid previews) as it came a week after Dhurandhar The Revenge. That film was also an IMAX release and was going very strong. Hence, it became very challenging to program both these films together. These are the challenges that we face in our business. It is not unusual; it does happen once in a while when two big films arrive either on the same day or a week apart from each other, with one of them already doing well while the other also has huge anticipation. Eventually, it was resolved and all 34 IMAX screens ended up playing the film. There was a lot of back and forth and discussion, which is part and parcel of running this business.”
He continued, “Thankfully, more IMAX properties, by us and others, are being developed. We are coming up with one IMAX property in Jaipur in an upcoming mall and one more in Chennai. So, we are actively looking at expanding all large formats and special format screens like IMAX, PXL, 4DX, etc. We strongly believe that such screens deliver the true immersive experience. For instance, I saw Project Hail Mary in an IMAX theatre and it was an incredible experience. The 11- and 12-metre screen, along with the sound and projection, is difficult to beat, right?”
Recently, Disney made a grand announcement about the launch of Infinity Vision, a new certification for premium large-format theatres. The studio will be releasing its much-awaited film, Avengers: Doomsday, in these properties.
Will Infinity Vision screens be available in PVR INOX cinemas? Sanjeev Kumar Bijli replied, “It’s too early to say. Nevertheless, we are open to it. For us, it’s exciting news because it’s very heartening to know that the industry is not only investing in production and making movies, which is also great, but also in cinema technology, thereby upgrading the experience of going to a cinema. Also, it’s Disney taking the initiative. So, I am sure that in a couple of years’ time, this new format will also become an experience to reckon with. We would love to partner and install it.”
He also added, “Dolby Cinema has opened in a few places. We haven’t gone for it yet, but we would love to.”
Sanjeev Kumar Bijli signed off with an interesting observation. He said, “There’s this negative chatter that cinema is going through a rough phase. At the same time, you have these large companies investing heavily in enhancing the cinema-going experience, which is great news for us.”
More Pages: Project Hail Mary (English) Box Office Collection , Project Hail Mary (English) Movie Review
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