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PVR launches luxurious cinema destination Director’s Cut in Delhi

Introduces new concept in the world of movie watching–luxury entertainment at the Ambience Mall, Vasant Kunj

BestMediaInfo Bureau | Delhi | October 5, 2011

PVR Ltd., India’s leading retail entertainment company, today introduced a dazzling new concept in the world of movie watching–luxury entertainment at Director’s Cut (DC), at the Ambience Mall, Vasant Kunj, New Delhi. Conceived by Ajay Bijli, Chairman and Managing Director, PVR Ltd, DC will further cement PVR’s stance in its core proposition-the film exhibition business, a business where the company is the acknowledged pioneer of the multiplex revolution in India. Director’s Cut includes four most luxurious cinema halls, a café, a cutting-edge restaurant, one of the city’s best-stocked bars, a lounge, a patisserie and a never-seen-before book shop devoted to the movies.

Director’s Cut, as the name suggests, is the final and definitive word on cinema viewing – the ultimate vision and thought process of an auteur. The concept marries two thrilling ideas, that of luxury and cinema, bringing to connoisseurs, four screens made for cosseting viewers in the plushest surroundings that range from a fully recliner seating, 2K digital projection, finest surround sound and complete 3D capability. Director’s Cut has four ultra plush Audis which can seat 282 people in all. The largest Audi can seat 108 people and the smallest one can accommodate 25 people.

The interiors of Directors’ Cut are soaked in classic and contemporary film-based art in numerous forms, so as to underline the classic quality of the experience. From the aroma of international coffees as patrons walk in to the swish, interiors of the restaurant with its wooden floor and tufted silk upholstery, each element of DC is meant to thrill the sensory. Signatures of cinematic legends-Kurosawa, Ray, Godard and more are etched on the smoky glass panels of the restaurant. The cinemas themselves are an ode to elegance and pampering, ranging from interiors in rich burgundy, gold, carmine and a shimmering ochre. Chic individual lamps sit on a console besides each seat. A waiter is a button away with a hot towel, a blanket, an hors d’ouvre or a drink.

Speaking on the launch, Ajay Bijli said: “I am happy to launch Director’s Cut today. DC brings an unmatched luxury cinema viewing experience, something which has never been seen in the country before. It will set a benchmark of excellence and offer value to a discerning audience. We bring in the most innovative concept of fine dining to cinemas, with cuisine brought together by renowned chefs from India and abroad, which will cater to every palate. We are positive that the property will be well received by discerning movie lovers of the capital.”

Also present at the launch Sanjeev Kumar Bijli, Joint Managing Director, PVR Ltd. said, “This is a significant opening for us. Although Director’s Cut will screen popular current cinema, it will also under Director’s Cut RARE banner, showcase vintage and classic cinema and landmark television shows. Film festivals will be a vigorous and an on-going feature. DC will create a cultural space where cineastes, with a taste for an ambience that is refined, will look forward to spending time on a regular basis, simply because no content will be inaccessible at this scale anywhere else. The plan for DC is unique, and we seek to make it a cultural hub showcasing distinguished speakers, exhibitions, lectures and performances.”

Director’s Cut highly motivated and well trained staff will provide exceptionally attentive, personalised service. It also has a cinema related bookshop that will offer signed editions, rare DVD editions, signed memorabilia and upscale cinema related merchandise to round off the total experience.

The dining has been put together by renowned world-class chefs to offer never before dining formats and experiences. To complement the cuisine, one of the finest wine cellars in the business has been put together, to offer patrons an enthralling experience from wine by the glass to a complete wine buffet.

Not only this, DC also provides an option of being served the choicest gourmet offerings from the fine-dining outlet at your seat. This winning combination of upscale cinema and upscale dining will ensure that Directors’ Cut becomes a cultural and entertainment landmark.

Director’s cut is an essential part of PVR’s assiduous strategy to scale up its exhibition business and PVR plans to further expand the concept to other metro cities. Once Directors’ Cut gains the requisite tipping point, it will also be offering memberships to a loyalty program that has been already been put in place. The benefits will possibly outclass those offered by any upscale metropolitan club.

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