Bengaluru: In a bid to diversify its revenue streams beyond traditional ticket sales, PVR INOX has unveiled its first dine-in cinema experience in Bengaluru.

The new format is part of the cinema chain’s broader strategy to transform theatres into “third spaces”, places people visit not just for films, but for social and lifestyle experiences.

“With the dine-in cinema, we aim to increase F&B ARPU (Food & Beverage Average Revenue Per User), extend dwell time, and reposition cinemas as lifestyle destinations,” said Aamer Bijli, Lead Specialist – Innovation, Film Marketing and Digital Programming, PVR INOX.

“We’ve traditionally benefited from a ₹130–₹140 spend per head, but this cinema offers a dine-first experience. We’re not even selling tickets, we’re selling tables. So instead of one person buying a ticket, customers can book a table where multiple people can come in and enjoy.”

F&B growth outpaces ticket sales

The move follows a rising emphasis on food and beverage (F&B) as a primary growth driver. According to PVR INOX’s FY25 annual report, F&B revenue stood at ₹1,733.5 crore, compared to ₹2,942.4 crore from ticket sales — a decline from ₹3,258.2 crore in FY24. Interestingly, in FY24, F&B revenue grew 21% to ₹1,958.4 crore, outpacing ticketing revenue growth of 19%, underscoring the increasing significance of non-ticket income.

“People will get to try cinema food they’ve never experienced before,” Bijli added, highlighting the appeal of in-house brands that will serve curated menus at the dine-in venue.

The format, which will also accommodate live shows, concerts, and corporate events, aims to further monetise beyond film screenings. Each auditorium in this format is expected to cost around ₹3 crore, with plans to roll out four to five such cinemas by FY27.

Beyond Cinema

Outside traditional movie operations, PVR INOX is expanding aggressively into outdoor catering, corporate events, and live entertainment, to optimise venue use during off-peak periods.

The company also recently entered a joint venture with Devyani International to operate mall-based food courts, opening the first in Kota, Rajasthan. A further seven to nine food courts are planned in FY26, bolstering PVR INOX’s presence in the pre-ticketed F&B segment.

This diversification strategy has begun to show results. The company reported a 1.5% increase in spend per head (SPH) to ₹134, reflecting positive consumer reception to the broader offerings.

Dynamic Pricing Model

The new dine-in experience will also feature flexible pricing, with rates varying based on content and type of event.

“Currently, it’s about ₹490 for a two-seater table and ₹990 for a four-seater,” Bijli said.

“However, prices may go higher for premium artists or events and lower for corporate or educational bookings. It’s an extremely dynamic model.”

With this latest launch, PVR INOX now operates 1,763 screens across 355 properties in India and Sri Lanka, and is increasingly positioning itself as a multi-experience entertainment provider, not just a cinema chain.