PVR Pictures creates a remarkable experience for thrill seekers in India

In the era of ‘jump-scares’, we finally have a story-teller who weaves in narratives and character plot into a captivating finale, packaged with a surreal score and gut-wrenching psychological moments of intense ‘horror’. Hereditary, as the name suggests, follows the life of family plagued by disorders of mental stability whilst living regular lives, like any other family we witness in our daily lives. Hereditary is a disruptive attempt to bring cinema and content-hungry patrons who don’t want just another ‘scary’ horror film.

PVR Pictures created an out-of-the-box format for the premiere screening for this film. The midnight screening gathered film enthusiasts of this captivating genre to step out late-night and catch a glimpse of this riveting content before India get a taste of it. 

Keeping pace with Ari Asters disruptive filmmaking, the marketing initiatives married audience behaviour metrics with technology for the first time.  For fans, influencers and celebrities alike the premise of late-night screening, which ended at an eerily odd hour, left everyone with gripping memories of what they just witnessed. Innovation and technology are at the forefront of all modern-day insights, selected patrons were fitted with heart-rate monitors to capture live data on the ‘peaks’ of horror throughout the duration of the film.

Patrons were slotted with go-pro cameras to understand further behavioural catharsis which they experienced during the film. These data inputs provided an in-depth understanding of when at what time of the film and by how much did were they engaged during the film. 

Never before has this activity been done in India, even scarce are case studies on this initiative, yet the vision to execute this lies solely with the team at the helm of this marketing innovation.

The average heart beats per minute extracted, by observing 7-8 peaks of as high as 136bpm helped PVR Pictures understand sentiments and emotional well being of the patrons while they immersed themselves in the midnight screening. Even the toughest of us show vulnerability when faced with an epic thriller and emotionally vested film like Hereditary, the cameras captured these moments and further asserted the data extrapolated by these ‘heart rate monitors’ and ‘fit-bits’. In fact, the audience reviews pre and post the film have factually proven, thanks to this disruptive innovation, what the core of the film Hereditary is all about.

A new dawn is on the horizon, one which binds film-makers, film enthusiast and film marketers alike. An experience is what we all want from a mundane life, PVR Pictures provides the premise, Ari Aster gave us the content and disruption brought everyone to the forefront of this event. Could this be the beginning of a new IP called “Scare meter” to tell audiences exactly how gripping a film would be?  Can audience metrics and behavioural insights drive better innovations and footfalls towards a cinema experience? On to the next film and next wave of passionate disruption!

The film is directed by Ari Aster and starts debutant Toni Collette, along with Alex Wolf, Milly Shapiro, Ann Dowd, and Gabriel Byrne and is a harrowing story of an unthinkable family tragedy that veers into the realm of the supernatural.

The Graham family starts to unravel following the death of their reclusive grandmother. Even after she’s gone, the matriarch still casts a dark shadow over the family, especially her loner teenage granddaughter, Charlie, whom she always had an unusual fascination with. As an overwhelming terror takes over their household, their peaceful existence is ripped apart, forcing their mother to explore a darker realm in order to escape the unfortunate fate they've inherited.

Catch the bone-chilling horror movie, Hereditary in cinemas near you on 22nd June!

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