Ajay Bijli On How Regional Cinema And Content Diversity Boosted Footfalls

In this Business Today podcast, PVR INOX MD Ajay Bijli explains how regional cinema and content diversity have played a key role in improving footfalls and occupancy this year. Bijli says India’s strength lies in the sheer volume of content, with nearly 1,700 films released annually, making cinemas beneficiaries rather than victims of content dependence. He highlights the importance of geographical diversification, with nearly 33–35% of PVR INOX screens now located in South India, helping offset volatility across regions and languages. While South Indian cinema drove growth in previous years, Bijli notes that around 50% of revenues currently come from Hindi films, alongside a strong recovery in Hollywood releases. This balanced content mix across regions and languages, he says, has helped stabilise occupancies and performance across the circuit.