Imagine entering a movie hall through a restaurant that has a tapas bar, and, when the movie is over, leaving the hall through the eating joint. Not just that … How about being served the choicest gourmet offerings from the fine-dining outlet at your seat.
Welcome to Director's Cut, a soon-to-open concept at the premium PVR Gold Class theatre in Delhi's Vasant Kunj area. It's a concept put together by Lite Bite Foods, the company founded by Dabur Vice-Chairman, Mr Amit Burman, in his private capacity. “It's a unique concept — if you are 15 minutes early, you can have a glass of beer, some sushi maybe, some tapas,” says Mr Burman, visibly excited about the new partnership with PVR Cinemas.
“For us, it will also be a challenging thing to do as every seat will be treated like a table. And we need to be able to take the order and serve it without disturbing the movie-viewing experience,” says Mr Burman. Besides, it will be an all-day dining outlet catering to patrons of all the shows. “The menu will be innovative,” he adds.
If the concept is successful, he says, it would be extended to four more PVR Gold Class theatres.
Lite Bite Foods, launched by Mr Amit Burman along with entrepreneur Mr Rohit Aggarwal in 2008, with an estimated investment of Rs 200 crore, already runs a range of dining experiences from quick service restaurants and casual dining, express outlets to food courts.
Currently, PVR Gold Class tickets are priced at Rs 750, and promote a luxurious movie going experience with 180-degree leather upholstered reclining seats and a personalised menu. Once Director's Cut, expected to be a 100 cover all-day dining is opened, there will be a marginal price revision, a PVR spokesperson indicated. She refused to divulge further details until the formal launch announcement. Director's Cut is expected to launch this month itself.
Other theatre groups too are of the view that the way to offer a great movie experience is through lip-smacking food. Chennai's Sathyam Cinemas has launched its own bakeries at its theatres in Chennai to offer a range of rolls, pastries, muffins and other freshly baked food. As COO Mr Tan Ngaronga says, “Today people want a quality cinema experience and food is an integral part of that experience, and, they are willing to pay.”