Cinema has been an important part of people’s lives right since its inception during the end of the nineteenth century. Over the years, many multiplexes have notched up the experience of cinema viewing with the introduction of IMAX and 4DX, but PVR doesn’t stop at it, as it believes in adding an all-round hospitality element to their newly introduced PVR Icon.
PVR recently unveiled its newly renovated multiplex ‘PVR Icon’ located in Phoenix Mall, Lower Parel, which constitutes a lot of gold coloured inserts at every nook and corner to resonate the richness of the product; hospitable staff and state-of-the-art lounging & F&B facilities. What indeed takes the centre-stage at PVR Icon is the panoramic view of its F&B outlets, namely Luxe, Boulangerie, Oven Fresh, Blendz, Wok and Grill, among others, that whip up lip-smacking wholesome creations specially curated by Celebrity Chef Sarah Todd.
The differently-abled accessible multiplex opens to a view of the spread of artisanal breads at Boulangerie which serves a wide range of sandwiches, pastries and other desserts. Wok and Grill, and Luxe, on the other hand, take the patrons on a gastronomic tour with their pan Asian and Continental offerings. One shall not miss out on their vegan gelatos. Lean meat grills and keto meals are also on their menus to cater to the health-conscious customers. Raising the bar even higher, PVR Icon, in a first across the multiplex space in India, serves Sushi. Moreover, Mixologist Yangdup Lama has crafted their mocktails menu to tickle the patron’s tastebuds with some of the best liquid creations. And, last but not the least, the popcorn and nachos’ aromas, like any traditional multiplex, make their way here as well for those who like it old-school.
“At the heart of the product, PVR Icon is a product built from the customer’s point of view and not the other way around,” informs Gautam Dutta, CEO, PVR. “PVR Icon is a product constituting all of what our patrons have kept us asking and requesting to include about, and that is how we thought of bringing in a 360-degree hospitality experience to our multiplex,” he informs about the inception of PVR Icon.
“We have roped in cuisines from across the world and also included a collection of ingredients being sourced both locally and from the location of origin. To elaborate on that, Rajma in our menu is brought all the way from north India. We have tied up with Délifrance – an age-old popular French bakery major to source the ingredients for our freshly-baked breads,” he underscores about their detail-oriented approach in the F&B offerings. It does not stop at that, but apart from the in-theatre amenities, they have harnessed technology in their F&B services too wherein, the patrons can place their orders on the central pillar-mounted screens and customise it as per their likings.
Highlighting the experiential fare that PVR Icon brings to their patrons, Dutta informs, “We wanted to drive out the cookie-cutter perception about multiplexes in India just serving popcorn and coke, for which we introduced PVR Icon.” Providing curated F&B experiences is the USP of PVR Icon, he adds.
“Curating a product driven by hospitality and technology going hand-in-hand is something that we at PVR have always taken care of,” remarks Dutta.
Speaking about the expansion plans of PVR Icon pan India, Dutta says they are introducing the product initially in the metro cities, considering the demand and spent potential of the regions. But, with the Tier-II cities developing at a faster pace and seeing at the demand for experiential products from these markets too, they will be looking to introduce an experiential product like PVR Icon in these cities in the coming years too, he concluded.