Alcohol In Movie Theaters? PVR INOX Eyes Liquor Service In Bengaluru, Gurugram to Woo Moviegoers

Alcohol In Movie Theaters: There was a time when going to the movies was a shared cultural ritual-laughing with strangers, gasping in unison, and clapping at climactic moments. But in the age of OTT platforms, where films arrive on streaming apps barely weeks after release, that communal experience is fading. With dwindling footfalls, cinema chains are getting creative to bring audiences back.

In its latest move, multiplex giant PVR INOX is exploring a new, somewhat unconventional route i.e serving alcohol at select premium theatres. The company has reportedly applied for liquor licenses in high-end properties located in Bengaluru and Gurugram, as part of an effort to reimagine the movie-going experience.

Booze Meets Box Office

This new initiative isn't entirely about letting patrons sip cocktails while watching films. According to reports, alcohol would be served only in lounge areas, not inside the auditoriums. However, the move doesn't mean moviegoers can carry alcoholic drinks into screening halls, as the Cinematograph Act restricts that.

Currently, PVR INOX serves alcohol only in select luxury properties-like Director's Cut in New Delhi and Maison Inox in Mumbai-limited to lounges, seating zones, and live music areas.

Liquor Service May Soon Reach More Luxury Cinemas

Currently, PVR INOX offers liquor at select properties in New Delhi and Mumbai, but always in designated areas. Expanding this to other metro cities is seen as a potential revenue booster and a draw for premium clientele who might otherwise opt for a night at a lounge over a theatre.

Cheers or Concerns?

On the other hand, the idea sounds appealing-imagine pairing your favourite film with a glass of wine. But is it a wise move? Critics argue that even if alcohol is restricted to lounges, it could alter the atmosphere and raise safety concerns.

For those attending with families and kids might feel uncomfortable in a setting where alcohol is being consumed, especially if it leads to rowdy behaviour or disturbs the otherwise peaceful viewing experience.

There's also a concern about deepening exclusivity. Moviegoing has already become an expensive affair, with premium ticket pricing and costly snacks. Add alcohol to the mix, and the experience could drift even further from its mass appeal roots, catering mainly to urban elites.

Cinema as a Premium Experience

Industry analysts believe this shift reflects a broader trend. With home entertainment becoming increasingly sophisticated, cinemas are transforming into luxury entertainment hubs. It's no longer just about the film-it's about ambience, gourmet dining, and upscale service.

PVR INOX is betting big on this model. The company has announced that luxury formats could eventually make up 20% of its total screens. The goal? To create a distinctive experience that justifies leaving the comfort of home.

According to Abneesh Roy, Executive Director at Nuvama Institutional Equities, "This provides an attractive opportunity to increase SPH (spend per head)." However, he also notes that obtaining liquor licenses comes with state-level challenges, including high costs and varying regulations.

Numbers Tell the Story

Despite experimenting with new formats, the industry continues to grapple with post-pandemic recovery. According to the Ormax Box Office Report 2024, Hindi film revenues dropped to ₹4,679 crore from ₹5,380 crore the previous year. Footfalls too declined to 883 million-still below pre-pandemic levels.

Yet, there are glimmers of hope. PVR INOX posted a 3.9% profit increase in Q3 FY25, with F&B revenue hitting ₹520.9 crore, accounting for nearly 30% of the total revenue. This only underlines the growing importance of food (and now possibly drink) in cinema earnings.