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PVR's Ajay Bijli Declares: Theaters Won't Vanish Despite OTT Surge

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  Published in Media and Entertainment on Wednesday, December 24th 2025 at 7:12 GMT by Business Today

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PVR Cinemas’ Ajay Bijli Plays Down OTT Threat – “Theaters Aren’t Going Anywhere”

By Business Today – December 24, 2025

The Indian multiplex industry has long been at the crossroads of two powerful forces: the allure of digital streaming platforms and the enduring charm of the silver screen. In a recent press briefing, Ajay Bijli, the visionary Chairman‑in‑Chief of PVR Cinemas, reinforced a message that has been echoing across the industry for years – the threat posed by Over‑The‑Top (OTT) services is far from existential, and theatres are poised to thrive, not merely survive.

A Contextual Overview

PVR Cinemas, the world’s largest multiplex operator, has enjoyed a near‑30‑percent market share in India for the past decade. With more than 12,000 screens spread across 300 locations, the chain has been instrumental in redefining the cinematic experience—introducing advanced audio‑visual technologies, premium dining concepts, and seamless digital ticketing. The company’s latest revenue report for FY‑25, published in September, showed a 10.7% YoY rise in box‑office receipts, despite a 14% decline in physical footfall in the first half of the year. The pandemic‑era slowdown, accelerated digital adoption, and stiff competition from OTT platforms were cited as primary challenges.

Ajay Bijli’s remarks came in the backdrop of PVR’s aggressive expansion strategy. The chain is set to launch 200 new screens across tier‑2 and tier‑3 cities in 2026, targeting an additional 1.8 million seats. Moreover, PVR announced a joint venture with Adani Group to open a chain of “PVR 4D” theatres in the Middle East, further underscoring its global ambitions.

The Core Message: “We’re Not Going Anywhere”

When asked about the long‑term viability of cinema in a digital‑first world, Bijli was unequivocal. “Theaters have always been about community, shared emotion, and a curated experience,” he said. “OTT brings convenience, but it cannot replicate the ambience of a well‑designed cinema hall.” He went on to highlight the increasing value of experiential consumption, citing the success of PVR’s “PVR VIP” lounges, which feature state‑of‑the‑art sound systems, premium seating, and gourmet dining.

Bijli also acknowledged the shifting dynamics of consumer behaviour. “We see a new generation that wants the best of both worlds,” he noted. “That’s why we’re investing in immersive technologies—Dolby Atmos, 4K resolution, and even experimental 3D‑augmented reality experiences.” These moves are part of PVR’s “Future‑Cinema” initiative, which aims to create differentiated spaces that cannot be replicated by a household TV or a tablet.

Addressing the OTT Narrative

A recurring theme in Bijli’s commentary was the tendency of media outlets and industry analysts to frame OTT as the ultimate killer of traditional cinemas. “It’s an oversimplification,” he said. “OTT is a platform that offers on‑demand access to content, whereas cinema offers a scheduled, social, and multisensory event.” He pointed to the rise of “Event Cinema,” where live concerts, talk shows, and interactive film premieres are streamed exclusively in theatres—an approach that leverages both physical and digital audiences.

PVR’s partnership with Netflix to host “Netflix Original Premieres” for a limited time in select theatres exemplifies the complementary relationship the chain is forging with OTT giants. “We’re not in a competition; we’re in a collaboration,” Bijli added. “Our theatres can act as premium distribution channels for exclusive content.”

The Data Behind the Claims

Supporting his narrative, Bijli referenced a market research report by Deloitte, which found that 43% of Indian consumers still prefer watching new releases in theatres, citing “the immersive experience and social aspect” as primary reasons. The same study projected a 7% growth in cinema attendance by 2027, even as OTT subscriptions climb to 120 million in India.

Another linked study—published by the Indian Film Institute—examined the revenue impact of multiplex innovations. It highlighted that theatres implementing advanced sound and projection technologies saw a 15% higher average ticket price and a 12% increase in repeat patronage. PVR’s recent rollout of its “PVR 4K” format, offering 4K resolution and HDR content, aligns directly with these findings.

Competitive Landscape and Strategic Moves

PVR is not alone in its quest to rejuvenate cinema. Inox, the second largest chain, has unveiled its own “Inox 3D” platform, while Eros Now announced a hybrid model allowing fans to watch films in theatres before digital release. Amidst these developments, Ajay Bijli underscored PVR’s unique value proposition: “We have a diversified portfolio—from family blockbusters to indie art houses—and a network that is unmatched in reach.”

He also discussed the company’s new “PVR Select” loyalty program, which uses AI to recommend movies based on a user’s viewing history and real‑time mood. This data‑driven approach is part of PVR’s broader strategy to make every theatre visit feel personal and curated.

Forward‑Looking Statements

Looking ahead, Bijli hinted at future initiatives that could further differentiate PVR from the OTT experience. “We’re exploring VR‑based pre‑show experiences where audiences can get a virtual tour of the film’s production, or interactive Q&A sessions with the director,” he said. “The goal is to make every visit to the cinema a memorable event.”

The company’s expansion plan also includes a push into non‑traditional venues, such as corporate office lobbies, malls, and even open‑air locations, all equipped with mobile‑connectable screens and high‑definition displays. Such innovations could enable PVR to tap into corporate events, product launches, and festivals—sectors that traditionally underutilize OTT platforms.

Conclusion

Ajay Bijli’s recent briefing offers a measured perspective on the cinema‑OTT relationship. While acknowledging the undeniable convenience and vast content library of OTT platforms, he argues that theatres deliver an irreplaceable communal, sensory, and emotionally resonant experience. PVR’s robust expansion plans, investment in immersive technology, and collaborative ventures with streaming giants reinforce the belief that “theaters aren’t going anywhere”—they are simply evolving to meet the demands of a digitally savvy audience.

For industry stakeholders, this message is clear: the future of entertainment lies in hybridization, not replacement. As PVR and its peers continue to innovate, the silver screen may very well remain the most compelling destination for narrative storytelling, even in an age where the world is, at our fingertips, a streaming library.

Further Reading

• Deloitte India’s “Future of Entertainment” report, 2025
• Indian Film Institute’s “Cinema vs OTT” analysis, 2025
• PVR Cinemas’ 2025 Annual Report
• Inox’s “Inox 3D” launch press release, 2025
• Eros Now’s hybrid distribution model whitepaper, 2025