PVR Cinemas made the jump to 4DX cinematic experience in March 2016 with the launch of Superplex, which includes three Gold Class screens, one IMAX screen, one 4 DX screen, nine mainstreams (two screens with Dolby Atmos) and a dedicated screen with special kids seating arrangements called the Playhouse.
Catering to an audience of 1,544 across its 15 screens, it is amongst the company’s largest projects till date, costing almost INR 50 crore. Despite the project’s magnitude, Gautam Dutta said his team did not face major issues during its execution. “Since we knew about the various elements involved, we had special dedicated teams for each format who took care of every minute detail. With numerous background tech checks, we were ready to go full throttle from day one,” he said.
The PVR tech and design team set up Superplex, except for IMAX and 4DX, which is the parent company’s patent technology, so they would assemble the movies for PVR. The company would send both the environment file and motion files to IMAX and 4DX, which they would compile and return back.
Dutta is happy Superplex’s response from the audience as he claims that the average occupancy for 4DX ranges from 75% to 80% on weekdays and touches around 95% on weekends. And he believes that investing in 4DX was the way to go ahead in the ever changing movie exhibition business.
“With an array of both Hollywood and Bollywood movies lined up for the year, we feel that the investment gone into 4DX will bring in positive results very soon and probably earlier than expected,” he confidently stated.