The ‘Urban Placemaking’ Initiative at The Iconic PVR Priya

PVR Ltd., the leaders in Indian film exhibition industry re-envisioned its first and most iconic cinema, PVR Priya into a modern-day representation of a truly enigmatic cinematic experience with its first P[XL] format in New Delhi, today. In its attempt to reclaim the spirit of the vibrant socio-cultural places across Indian cities, PVR conceptualized and executed the Urban Place making project at PVR Priya Complex, Vasant Vihar in association with local municipal authorities, Basant Lok Market Association and Urban Planners. Urban Placemaking helps in transforming the lying derelict community public spaces in Delhi into thriving futuristic places that contributes to developing people’s happiness, well-being and recreation. Delhi Chief Minister, Shri Arvind Kejriwal inaugurated the new Chapter in PVR’s Legacy, the ‘Urban Placemaking initiative’ with ribbon cutting followed by lamp lighting and the new PVR P[XL] powered by CGS located in the premium commercial hub, ‘Priya’.

Equipped with exemplary technological solutions, PVR has partnered with Cinionic to introduce India’s first state-of-the-art Giant Screen format to bring the latest laser technology, remastered content, and brighter cinema experience for the patrons. Bringing the first P[XL] in Delhi, PVR expands its homegrown large screen format to nine across the country.

Mr. Sanjeev Kumar Bijli, Joint  Managing Director, PVR Ltd, said, “With an aim to introduce the concept of world-class cinema equipped with new age facilities for the audience, PVR Priya paved the way for the multiplex revolution in India. With the re-opening, we aimed to maintain its iconic stature and introduce it as catalyst for a social change.”

He added, “The new redefined Priya is a one of its kind premium commercial hub designed to bring back the lost glory and the identity of the once thriving public place. It has always been PVR’s endeavor to adopt the best of global practices in the Indian context. ‘Placemaking’ too is an innovative and successful people-centred  approach widely used around the globe by experts for transforming and reinventing public spaces in cities that meet basic human needs where the citizens feel engaged”.

PVR collaborated with Future Institute, a not-for-profit multidisciplinary applied-research based platform that envisions undertaking and enabling initiatives towards informing a sustainable and inclusive future for Indian cities. The implementation of the ‘Urban Place-making’ for the redevelopment of Basant Lok complex at Vasant Vihar aims to bring back the lost sheen of the once thriving public space. The project seeks to enhance public safety, focused on women and children on the streets and building edges with adequate lighting infrastructure. In order to achieve a clean, green and healthy urban environment and an inclusive growth ecosystem, the initiative will involve organization of informal retail and vendors on-site.  This will encompass the upgradation of flooring and paving to improve universal accessibility in the focus zone with active greens – parks and plaza – offering multiple usage activity spaces for all and installation of appropriate street furniture-benches, waste bins and signages.

PVR [PXL] powered by CGS at Priya spreads across an area of 14,756 sq feet and can accommodate a total of 316 audiences. Designed to bring in new-age technologies for a first of its kind experience at cinema theatres, Cinionic Giant Screen will deliver bright and giant experiences that amaze moviegoers for years to come. The cinema also offers an industry-leading Barco Dual Laser projection and active image control to present a brilliant and uniform image with high contrast.  Additionally, the property is integrated with advanced in- cinema features like Dolby ATMOS sound with pro-ribbon HF. This combination truly allows crystal-clear, high-definition immersive audio with perfect intelligibility and no distortion, even at high volume level. The Audi is equipped with a 19 m wide Harkness Clarus XC - 2D and 3D Polarized Screen for a best-in-class laser projection with wide viewing angle, greater uniformity, improved colour and contrast. The RealD 3D digital stereoscopic projection ensures crystal clear, razor sharp, ultra-bright pictures for a breathtaking visual experience. Patrons can enjoy the immersive cinematic experience in the most comfortable superior ergonomic seating and plush recliners from Ferco seating, reputed global market leaders in public seating.

 “At Cinionic, we are committed to supporting the future of cinema with innovative solutions and services designed to enhance and differentiate the movie going experience,” said Wim Buyens, CEO, Cinionic. “We are proud to partner with forward-thinking exhibitors like PVR who are investing in premium entertainment opportunities for audiences. We look forward to working together to bring the next-generation of cinema to India with PVR powered by CGS.”

“Bringing the best of innovations and aesthetics under one roof the new PVR P[XL] powered by CGS at Priya reiterates our passion to provide the best-in-class technologies in projection, screen, sound and 3D for a holistic experience to our patrons and created a unique and differentiated format.  It sets a new benchmark in truly magnificent, larger than life and immersive movie presentation for viewers in India. This also represents PVR’s new capabilities in design & project development in refurbishing existing spaces of single screen cinemas across the country into modern and premium interiors to recreate the legacy that they were known for” said Mr. Gautam Dutta, CEO, PVR Ltd.

Designed by international architects, Priya reverberates a timeless luxury with its premium décor, and aureate lighting. Integration of modern elements in the interiors makes the cinema a plush and elegant destination for the audience. It also features a comprehensive range of gourmet menu with a live food station for an extraordinary culinary impression.