PVR INOX Limited has announced the launch of its nationwide campaign, "Big Stories Deserve Big Screens," a month-long initiative celebrating the magic of watching blockbuster films in Premium Large Format (PLF) cinemas. Running throughout July, the campaign spans 69 cinemas across 23 cities, inviting moviegoers to experience some of the year's biggest releases through cutting-edge cinema technologies that promise unmatched scale, immersive visuals, and superior sound.
The campaign arrives alongside an exciting lineup of highly anticipated films, including Minions & Monsters, Alpha, Moana, Evil Dead Burn, The Odyssey, and Spider-Man: Brand New Day. With these major releases set to dominate the box office, PVR INOX aims to remind audiences that certain stories are best experienced on the biggest screens, where every frame, sound effect, and cinematic moment comes to life in spectacular fashion.
PVR INOX's Premium Large Format portfolio includes some of the world's most advanced exhibition technologies. Movie lovers can choose from IMAX, known for its larger-than-life immersive presentation; ICE Theatres, featuring dynamic LED side panels; SCREENX, which extends visuals across a 270-degree panoramic screen; 4DX and MX4D, offering motion seats and environmental effects; and BIGPIX and P[XL], designed for extra-large screen viewing. Each format delivers a unique theatrical experience tailored to different genres and storytelling styles.
Speaking about the initiative, Gautam Dutta, CEO – Revenue & Operations, PVR INOX Limited, said, "Cinema has always been defined by the experience it creates, and today that experience has become the strongest differentiator. As storytelling grows more ambitious, audiences are increasingly choosing theatres that offer scale, immersion and a deeper emotional connection with every film. At PVR INOX, our continued investment in Premium Large Formats reflects this shift in consumer expectations. 'Big Stories Deserve Big Screens' is our way of showcasing how the right exhibition technology can transform every film into a truly unforgettable cinematic experience while reaffirming our commitment to bringing the best of global cinema technology to Indian audiences."
Beyond showcasing premium technology, the campaign also seeks to educate audiences about the different PLF formats available and help them choose the best viewing experience for each film. As cinema continues to evolve beyond simply watching a movie, PVR INOX is positioning Premium Large Formats as the future of theatrical entertainment, where immersive storytelling and state-of-the-art technology combine to create unforgettable experiences.
Tickets for all Premium Large Format screenings during the campaign are available through the PVR INOX app and official website, giving movie lovers the opportunity to enjoy July's biggest cinematic spectacles exactly as they were meant to be experienced—on the biggest and most immersive screens possible.