PVR INOX has launched a new cinema format called PVR INOX SMART Cinemas to expand its presence in tier III cities across India. The multiplex chain will begin the rollout of this new initiative from Muzaffarpur in Bihar, which will become the first city to get the new cinema experience.

According to a PTI report yesterday from Mumbai, the company said the new format aims to bring the PVR INOX entertainment experience to smaller cities through a franchise-led model.

The initiative will follow a franchise-owned, company-operated (FOCO) model, allowing the company to expand its reach with a more capital-efficient approach.

PVR INOX stated that the launch comes at a time when consumer spending and organised retail are growing beyond major metropolitan cities.

With rising demand for premium entertainment options in emerging markets, the company plans to strengthen its presence in smaller urban centres through SMART Cinemas.