The lockdown has severely affected the economy and that is evident. One of the industries that has not yet recovered from its loses is exhibition industry. That’s the reason that YRF and three of the biggest multiplex chains of India are joining hands together.
The biggest multiplex chains like PVR Cinemas, INOX and Cinepolis are coming together to celebrate 50 years of Yash Raj Films in cinemas this Diwali. Through its 50 years marketing initiative, YRF has decided to support multiplexes by giving its library, without charging any fee. Thus, YRF has joined hands with the exhibition circuit in a bid to pull people to cinemas this festive season.
After an extensive discussions, all parties have also decided to cap the ticket price to just Rs. 50 for all films. It is because YRF and the exhibitors want people to come back to the theatres. The lockdown made the exhibition industry revenue come to a stand-still. It was because of the central and state lockdown guidelines, that kept theatres shut across India for about seven months.
The YRF’s Big Screen Celebration initiative has brought the top multiplex chains to come under one roof with a collective aim to restart the theatrical business. A few iconic blockbusters will be screened as part of YRF Big Screen Celebration initiative across the country.
These would include Kabhie Kabhie, Silsila, Dilwale Dulhania Le Jayenge, Dil To Pagal Hai, Veer-Zaara, Bunty Aur Babli, Rab Ne Bana Di Jodi, Ek Tha Tiger, Jab Tak Hai Jaan, Band Baaja Baarat, Sultan, Mardaani, Dum Laga Ke Haisha and many others.
Manan Mehta, Sr. VP Marketing and Merchandising said that the delight of audience is their one and only priority. He said that the audience now can enjoy iconic movies on the big cinema screen and relive the experience of watching movies in the theatres.