Multiplex PVR INOX Ltd has launched a movie subscription pass for just Rs 699 with an aim to motivate consumers to visit theaters frequently.

The monthly subscription pass will be available from October 16 and cinemagoers will be able to watch up to 10 movies per month for just INR 699.

The offer will be applicable from Monday to Thursday and excludes premium offers such as IMAX, Gold, LUXE, and Director's Cut.

The “PVR INOX Passport” movie subscription plan for a minimum subscription period of 3 months from the company’s app or website.

The company has been engaging with the customer base to know more about their movie-watching habits, said a report by PTI citing Gautam Dutta, Co-CEO of PVR INOX Ltd.

“There is a sentiment that consumers are saying we love the cinema experience and we love going to the cinema. But we can't get it all. We keep slotting what are the event films and which movies can be watched on TV, iPads, and mobile phones,” the PTI report quoted Gautam Dutta as saying.

"So, in their mind, 'Pathaan', 'Jawan', 'Salaar' and 'Leo' are the greatest films of cinema. Then there are certain films that they really want to see but don't mind waiting a little longer... So when we probed and said, ‘Why can’t you come to the cinema every week?’ “They said it has become expensive,” Dutta said.

“Event films are becoming bigger and bigger and bigger. Small and mid-sized films are getting squeezed out. So we really needed to have some kind of product that worked with consumers' emotions to bring them back into the cinema, and much more, and which will propel better smaller films to about 13 to 16 films, releasing every week,” Dutta added.

He also said that the movie subscription plan is another step that will have a positive impact, according to the report.

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