MUMBAI: After launching its PVR Talkies brand to cater to audiences in smaller towns and metros (tier II and III cities), multiplex chain PVR has now launched a premium brand called PVR Premiere.

The company plans to invest close to Rs 4 billion (Rs 400 crores) over the next three years to add as many as 250 new screens across India. Additionally, the company is targetting to open 30 – 40 PVR Premiere by 2010.

Apart from PVR Talkies and PVR Premiere, the company also operates PVR Cinemas, which caters to urban and semi urban cities.

PVR Premiere will offer unparalleled legroom, 180-degree reclining seats, Personalized menu overseen by a Maitre d’, exclusive lounge areas with bookshelves, digitised banners and concierge service examine.

The first PVR Premiere was inaugrated in New Delhi today (22 November). The company said that a substantial part of the expansion would be pegged around this concept, beginning with the launch of PVR Premiere at Saket in New Delhi and later with PVR Premiere in Mumbai.

At PVR Premiere, patrons can also download ringtones, pictures, movie schedule, among lots of other options on their phone free of cost.

These high-end cinemas will target only the metros and the cosmopols in the country and will have a price rage beginning from Rs 150 – 750.

PVR chairman and managing director Ajay Bijli said, “Strong brands constantly reinvent themselves to remain current and relevant and that is what makes strong brands go on indefinitely. Today, the realities governing the film exhibition market have changed, creating a fantastic challenge for brands to embrace. It is hence imperative for PVR to keep reinventing itself, so that it remain relevant to today’s consumer. In other words, PVR continuously strives to refresh itself in ways that speak to the evolving consumer; to build a long-term appeal and affinity.”

PVR joint managing director Sanjeev Bijli added, “With the multiplex industry booming and growing at the tremendous pace, the exhibition industry is taking a step forward with the launch of PVR Premiere, which I am sure, will raise the bar for multiplexes in the country. Transcending the prevalent standards of film viewing, PVR Premiere will cater to the evolving taste and preferences of urban consumers in the metros and cosmopols.”