Multiplexes are seeking new revenue streams by moving beyond film screenings. As a new growth strategy, they are showcasing concerts, live sporting events, and fan events to reduce reliance on blockbuster releases and attract new audiences.
PVR Inox, India's largest multiplex chain, intends to become known for more than just films. During a first-quarter financial year 27 conference call, Managing Director Ajay Bijli reported that live broadcasts of the IPL and the FIFA World Cup received 'encouraging response,' and the company plans to expand its alternative content offerings to provide a wider range of leisure experiences.
This strategy aligns with a global trend. International operators such as AMC, Cineworld, and Event Cinemas regularly screen concerts, opera, sports matches, and gaming tournaments.
Demand for live experiences in India is also growing. According to a March Ficci-EY report, the country's media and entertainment sector grew by 9 percent, reaching 2.78 trillion rupees in 2025. Furthermore, organized live events, including paid concerts, large public events, and religious gatherings, have become one of the fastest-growing segments, increasing by 44 percent. PwC forecasts that the industry will continue to grow steadily until 2029 due to a young population, rising incomes, and increased demand for experiences.
This growing demand is prompting multiplex operators to rethink the role of the cinema hall. Instead of being venues active only during a blockbuster release, they can transform into year-round entertainment hubs.
Alternative Content Gains Momentum
PVR Inox's own figures indicate that while alternative programming remains a relatively small part of the business, it helps increase screen occupancy and attracts audiences willing to pay more. In the first quarter of FY27, the company reported that alternative content viewings and re-runs of old films attracted 250,000 visitors, accounting for 1 percent of the company's Gross Box Office Collection (GBOC). The company noted that these events had an Average Ticket Price (ATP) of 409 rupees, nearly 50 percent higher than the company's overall average ticket price of 273 rupees for the quarter.
According to the company's statement, as of the end of June, PVR Inox operated 1,779 screens in 113 cities, with the weighted average number of screens during the quarter being 1,718. Occupancy improved to 25.3 percent from 22 percent the previous year, but management believes there is still significant potential for increased utilization.
Managing Director Bijli stated that the company positions PVR Inox as an out-of-home entertainment destination, rather than relying solely on blockbusters, using live sports events, concerts, comedy, and other events to 'leverage the asset' beyond traditional movie showings.
More Than Just Movies
For multiplex operators, films remain the primary driver of attendance. A blockbuster can sustain hall occupancy for weeks, but a weak release schedule often leads to underutilization of expensive screens, while fixed costs such as rent, salaries, and maintenance continue to rise. This problem has become more apparent as India's film industry, especially Bollywood, becomes increasingly dependent on a few major releases. Meanwhile, many mid-budget films struggle to attract theater audiences, with some finding viability on streaming platforms.
Rajesh Sethi, Partner and Head of Media, Entertainment & Sports at PwC India, told Business Standard: 'The definition of an evening outing has significantly changed. For younger audiences, it is no longer just about watching a film; it is about participating in a shared experience.'
This shift in consumer behavior is prompting cinemas to reconsider their approach to utilizing their networks. Instead of measuring growth solely by adding new screens, multiplex operators are increasingly focusing on maximizing returns from existing assets by offering audiences a more diverse range of entertainment.
According to Ashish Saxena, Chief Operating Officer of BookMyShow cinemas, fan events like BTS concert films have already demonstrated the power of community building, while live broadcasts of iconic sporting events recreate much of the excitement of being at a stadium.
He noted: 'IPL, ICC Cricket World Cup, and FIFA World Cup constantly prove that fans love gathering together to watch intense moments on the big screen.'
Shital Birla, General Manager at Live Your City by Fever in India, sees even greater opportunities. She believes that cinemas can become an extension of the live entertainment ecosystem, making premium experiences accessible to audiences who might otherwise not attend.
Birla told Business Standard: 'The opportunity is not in replacing the live experience, but in expanding its reach.' She added that through live streams, exclusive screenings, and event-based programs, cinemas can help artists, promoters, and entertainment companies engage with audiences outside traditional venues.
Careful Curation is Key
In Birla's view, cinemas are well-positioned to be part of India's live entertainment ecosystem, but success will depend on careful selection, not just filling empty halls.
She emphasized: 'Consumers need a compelling reason to leave home. The experience must feel distinctly different from watching the same content on a personal screen.'
Saxena also warned that not every event naturally suits the cinema format. The opportunity lies in a carefully curated program, supported by strong fan communities, commercially viable pricing, and sustained consumer awareness.
Maximizing Asset Utilization
Unlike films, which depend on studio release schedules, concerts, sports broadcasts, and other live events can be scheduled during quieter periods, helping operators boost screen occupancy and drive additional food and beverage spending. For multiplex operators, alternative programming is not just about offering audiences more choice; it is also about increasing the profitability of expensive real estate.
Ananay Jain, a national industry leader in media and entertainment at Grant Thornton Bharat, believes that multiplexes are well-prepared for this paradigm shift because their existing infrastructure already supports large-scale public events.
He noted: 'You can watch a blockbuster at home, but you cannot replicate the collective excitement of watching a cricket final, a concert film, or a gaming championship with hundreds of other fans.'
The next driver of growth, according to industry experts, is improving the productivity of existing screens. Chains that transform into multi-format entertainment centers will be best positioned for the future. Chains that evolve into multi-format entertainment destinations will be best positioned for the future. Chains that evolve into multi-format entertainment destinations will be best positioned for the future. Chains that evolve into multi-format entertainment destinations will be best positioned for the future.
Chains that evolve into multi-format entertainment destinations will be best positioned for the future. Chains that evolve into multi-format entertainment destinations will be best positioned for the future.
Chains that evolve into multi-format entertainment destinations will be best positioned for the future. Chains that evolve into multi-format entertainment destinations will be best positioned for the future.
