Cinemas are finally back in action today. Where the exhibitors are heaving a sigh of relief, it’s not lost on them either that content alone will no longer be able to lure people back to the movies. Two days before the reopening of theatres in Maharashtra, we paid a visit to PVR’s new luxury property in Bandra Kurla Complex. With this endeavour, Gautam Dutta, CEO, PVR, hopes to start a new concept in movie-viewing — one that he describes as “movie-cation”. What does that entail, you ask? Private screening rooms called The Loft, artisanal coffee, menus curated by chefs from five-star hotels, an elaborate sushi section, and vegan desserts handcrafted by Parisian patisseries.

Clearly, theatre owners are amping up their game to ensure they don’t lose out in the race against OTT platforms. But we’ll get to that later. When we begin our conversation with Dutta, the obvious question is: How did cinemas survive the past one-and-a-half years? “We knew we would bounce back. People had said movie halls will shut down when the Indian Premier League started, and when piracy [hit the industry]. Now they say the same because of the OTT [boom]. Over the past 18 months, we saw severe salary cuts, but we didn’t lay off people. We raised money through capital, equity and loans. Our leaders liquidated assets, but better days were bound to come,” states Dutta.