MUMBAI: PVR Limited has promoted head of marketing Saurabh Varma as vice president, cinema marketing and promotions.

In his new role, Varma would shoulder the responsibility for film and cinema marketing, advertising, cinema launches, public relations, corporate communications, event management, visual merchandising, merchandise development and film distribution marketing, thus directly impacting footfalls, occupancy and revenues of PVR cinemas in all six cities present.

He will also be responsible for planning and conceptualising marketing concepts and strategy in all forthcoming PVR properties.

With over 10 years of experience in the cinema exhibition industry, Varma, in various capacities has been responsible for content programming and planning to optimise revenues, acquisition of film products, strategy planning and concept development, brand building and creative development.

Before joining PVR, Varma was heading the programming and marketing division at Wave Cinemas and also had a stint as head of marketing of Chanakya Cinema.

PVR Cinemas has 62 screens across the country, including Delhi and NCR, Bangalore, Hyderabad, Indore, Mumbai and Lucknow.