PVR launches its “Enhanced Cinema Experience” in Delhi

India’s largest cinema exhibition chain PVR Ltd., has recently revamped the iconic Chanakya cinema in South Delhi into the ‘PVR ECX’ multiplex. Featuring 3 screens, ‘PVR ECX’ will be the city’s first Enhanced Cinema Experience, where the contemporary design blends with the best in cinema technology. Designed by the Madrid-based STUDIO GRONDA, revamped PVR ECX has magnificent lobby spaces, custom-made chandeliers, prime marble, dynamic auditorium lights, and unparalleled technological integrations. With this launch, PVR reaches a mark of 600 screens, with a total of 131 properties in 51 cities across the country.

Strategically located in Delhi's posh Chanakyapuri area, the multiplex spreads across an area of 21,673 sq. ft., with a seating capacity of 1001 seats. PVR ECX will be a part of the sparkling new two-storied ‘The Chanakya’ mall, DLF’s Luxury Retail housed at the Yashwant Place Community Centre – a nostalgic landmark for many residents of the city. The mall will have boutiques for some of the world’s most feted brands including Mont Blanc, Tom Ford Women, Kate Spade, Juicy Couture and many more. India’s first stand-alone Hermes store will also be located here.

Speaking on the opening, Ajay Bijli, Chairman and Managing Director, PVR Ltd. said, “Chanakya was an iconic cinema and one that is associated with cherished memories for generations of Delhi citizens. Now in its new avatar, we feel extremely proud and privileged to revive this great property as the PVR ECX -Delhi’s first ECX multiplex. With this launch, we have also reached a milestone of 600-screens bringing us closer to the 1,000 screen mark. I hope our patrons enjoy coming to this legendary cinema cast in its dramatic new role, and enjoy movies like they always do.”

In its new incarnation, PVR ECX Chanakya unveils the most opulent cinema format in India with its 4K projection system, next-generation 3D-enabled screens with ultra HD picture quality and Dolby ATMOS surround-sound system in all auditoriums. The new cinema also offers Quick Tix, PVR’s digital ticketing solution to promote cashless transactions and reduce ticket-wait times. The cinema also offers an automated F&B kiosk Quick Bites for the first time ever. Being a PVR ECX property, there is special emphasis on ambience manifested by a deep focus on design, colours and lighting in each cinema.

Sriram Khattar, Managing Director, DLF Rental Business adds, “Chanakya has always been synonymous with great cinematic experience and we are very excited to bring back that magic to all movie lovers - old and new. The launch of PVR ECX will showcase the best of multiplex technology within the contemporary luxurious environs of the newest retail destination in the city -The Chanakya and it will go a long way in reaffirming an address that has always been iconic.”