Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Gautam Datta
CEO
PVR Ltd.
On content consumption changing in the last two years and how a company like PVR leverages it
Clearly when we started off this business seventeen years back, cinemas were not designed as places where people could go and enjoy this entire experience, it was only about content and no more. With the advent of PVR, content always remained important however the sheer experience, how we package that experience became even more important. As a brand we have really looked at giving the consumer a wonderful three hour experience what it actually did was it created a larger audience to possibly come at cinemas, enjoy this experience, we could forge better relationships between the consumer and content and between consumers themselves. So technically you could never think of a family coming out for a night show because that was the state of cinemas then but today people of all age groups and relationships will come to a cinema and enjoy this experience. While content will always be important what it does is it opens up the market, people now begin to discount the content to certain percentage and allow for slightly easier evaluation of that three hours spent together. Suppose I have to forge a relationship with my friend or my parent or take them out, now cinema becomes a great medium for us to take. The moment you do that the content gets accepted and when content gets accepted and when larger audience comes there is better business, when there is better business the makers of content believe in this entire business proposition, go back and invest a lot more, and we get better and more content coming in. That is exactly what is happening today, even in the regional context. Earlier Punjabi, South Indian, Marathi, Gujrati films were very-very few. But today there is typically one-two films every month which gets released in regional languages. Regional languages today has started to contribute close to about anything in between 3-5%, if you include south-Indian languages which were always big we would currently be getting 5% of our total revenues coming out of regional content. Such content is only growing, this is because of the fact that you package content and experiences together and open larger markets.
“ The moment you do that the content gets accepted and when content gets accepted and when larger audience comes there is better business, when there is better business the makers of content believe in this entire business proposition, go back and invest a lot more, and we get better and more content coming in.”
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