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PVR INOX doesn't want to just sell movies, it wants a bigger share of audiences' wallet as it is turning its cinemas into mini malls.

India's biggest multiplex operator recently started a dine-in cinema in Bengaluru, a first in India. Soon after, it launched a new property in Delhi which has a nail art studio, a perfumery and more.

The idea is to utilise more of its foyer space for pre and post-movie gatherings.

It's the next-gen in the multiplex chain's management that is experimenting with new ideas to bring more Gen-Z audiences to theatres.

Lights, Camera … Lifestyle

Promoter Ajay Bijli's son Aamer Bijli, who is the Lead Specialist – Innovation, Film

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