PVR INOX launches Cinemagic to position cinemas as lifestyle destinations

India’s largest film exhibitor PVR INOX will be launching Cinemagic, a luxury six-screen multiplex at Elegante Unity One Mall, Netaji Subhash Place (NSP), Pitampura, Delhi on Friday, which will have a gaming zone, a nail bar, a perfumery corner and a curated gourmet menu in its multiplex.

This comes after the company launched India’s first dine-in cinema at M5 ECity Mall, Bengaluru, where people can watch films and dine at the same time. Aamer Bijli, lead  marketing and innovations, PVR INOX, said that post-pandemic, consumers’ needs have been evolving, with Gen Z and millennial audiences increasingly seeking elevated experiences that blend food, design, social connection and entertainment.