Cinema vs. OTT: Insights from the CEO of PVR INOX

In the 2004 Shah Rukh Khan starrer Swades, there’s a sequence where the entire village gathers ceremoniously to watch a movie projected on a huge screen. We see that there’s a social life surrounding cinema and content consumption is not an isolated activity.

Cut to 2025 - how has cinema and content consumption evolved? Is there still a social aspect to watching content?

Pramod Arora, CEO of PVR INOX Ltd, recently joined us for a fireside chat and reflected on the evolution of cinema, the shifting consumer landscape, and the future of the industry.

Multiplex Beginnings to a Cinematic Revolution

PVR’s journey began in 1997 with its first multiplex in Saket, Delhi. Pramod Arora, who has been instrumental in PVR’s expansion, spoke about how cinema was once a grand event, treated as a festival by audiences. From a single multiplex to India’s largest and most premium cinema chain, PVR has consistently reinvented itself, introducing cutting-edge innovations like IMAX, 4DX, and PVR Gold to enhance audience engagement.

Evolving with Changing Consumer Preferences

Consumer behaviour has undergone a drastic shift over the years, especially with the rise of young content creators shaping the industry. Arora emphasised the importance of keeping businesses young and adaptable - companies that resist change and cling to traditional mindsets risk stagnation. The entertainment industry, particularly the distribution business in films, must constantly evolve to cater to a new generation of moviegoers who seek immersive, high-quality experiences.

The OTT vs. Cinema Debate

“It is more of a collaborative effort than a competition. OTT and cinema both complement each other,” Pramod says.
The advent of OTT platforms disrupted the industry, sparking an ongoing debate about the future of theatrical releases. He noted that while content consumption has surged, especially post-COVID, cinemas offer an irreplaceable community experience that streaming platforms cannot replicate. He stressed that businesses should focus on the cinema industry of tomorrow, continuously adapting to audience expectations and technological advancements.

The Future of Cinema

As the industry continues to evolve, one thing remains clear - cinema is here to stay, but only those who innovate will thrive. With changing consumer demands, the integration of technology, premium experiences, and strategic storytelling will define the next era of film exhibition.

Pramod’s insights serve as a reminder that the magic of cinema is not just in what’s on screen, but in the ability to connect with audiences in a meaningful, evolving way. And for the businesses behind it, the key to success lies in staying young, staying dynamic, and embracing the future.