Transforming Your Movie Experience: How Premium Formats Are Redefining Cinema as a Lifestyle – Brand Wagon News

As streaming becomes the go-to for many, cinema chains are reinventing themselves to attract movie lovers back to theaters. They’re not just showing films; they’re creating experiences. With luxury seating and gourmet food options, theaters are transforming into upscale destinations.

Dolby Laboratories is stepping up by introducing its flagship format, Dolby Cinema, in India. This collaboration with six regional exhibitors aims to enhance the movie experience with state-of-the-art picture and sound technology. “The resurgence of premium moviegoing in India shows a strong desire for experiences that transcend the ordinary,” explains Sameer Seth, India marketing director at Dolby.

Market leader PVR INOX is also in on the trend, offering luxury formats like Director’s Cut and IMAX. Sanjeev Kumar Bijli, the executive director of PVR INOX, emphasizes the focus on creating an experience around cinema. “We’ve seen a growing number of people, especially in metro areas, willing to spend more for comfort and a personalized touch.”

This shift in cinema-going isn’t just about new technology; it’s about lifestyle. According to Chandrashekhar Mantha, a media and entertainment leader at Deloitte India, “Ad-free screenings, comfy recliners, and curated food choices are reshaping movie outings into lifestyle experiences. They are no longer just about entertainment.”

The data supports this growing trend. The Indian cinema market is predicted to surpass $5 billion by 2025, as reported by Statista. Leading multiplexes are now planning to allocate 15-20% of their screens for luxury formats. It’s estimated that moviegoers in India will rise from under 100 million to 120 million by 2027.

However, implementing these premium formats isn’t without challenges. Yasin Hamidani, director at Media Care Brand Solutions, points out that high setup costs and a lack of compatible content are roadblocks. Many smaller cities simply don’t have the population or real estate needed to support such investments. The lower ticket prices outside metro areas further complicate the return on investment.

Despite these hurdles, multiplexes are hopeful that elevating the cinema experience will bring audiences back. Whether it’s the immersive sound of Dolby or the attentive service at a luxury screening, the goal is to offer something that outshines the comfort of home viewing. In a world where streaming dominates, the challenge is clear: to make going to the movies a special occasion once again.



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