Jitender Verma
Chief Information Officer,
PVR INOX Limited

Technologies shaping the media and entertainment industryThe media and entertainment industry has experienced significant transformation in recent years due to the rapid advancements in technology. This transformation has impacted content creation and content distribution in the sector. It is embracing transformative technologies such as artificial intelligence (AI), blockchain and cloud computing. These technologies are affecting how people consume media and digital entertainment and are reshaping audience expectations and business models within the industry.

What are the key technology trends transforming the media and entertainment industry?

The media and entertainment industry is undergoing significant transformation, driven by several key technology trends. Technologies such as IMAX, 4DX, MX4D, P[XL], Screen X, Ampli X, ONYX, drive-in-theatres and ICE (immersive cinema experience) are enhancing the movie-going experience by offering advanced sensory elements, including motion seats, environmental effects and expanded screens. Meanwhile, high dynamic range technology and laser projection systems are setting new standards for visual quality in cinemas. Lastly, AR and VR are creating new opportunities for interactive and immersive pre-show experiences in the form of gaming and other activities, keeping customers engaged and making them spend more time within the cinema.

What new-age technologies are being deployed by your organisation? What have been the key benefits?

At PVR INOX we are committed to enhancing the movie-watching experience through the deployment of cutting-edge technologies – cinematic technologies such as 4DX, MX4D and Screen X provide an immersive viewing experience by incorporating motion seats; environmental effects such as wind, rain and scent; and expanded screens, creating a multi-sensory environment that enhances audience engagement. We have upgraded our projection systems to digital and laser technologies, ensuring sharper, brighter and more vivid images. Our state-of-the-art online ticketing and booking experience through kiosks, websites and mobile apps offer convenience and flexibility to our customers.

What are the key challenges with respect to technology implementation? How are you dealing with risks associated with cybersecurity and data protection?

Migrating from existing to new user journeys presents a key challenge in user adoption. We have tackled this by providing intuitive and user-friendly interfaces, ensuring users can easily navigate and transition smoothly, minimising drop-outs and safeguarding revenue.

To ensure cybersecurity and data protection, we diligently follow data encryption standards, implement access controls and layered authentication controls, conduct regular security audits and external vulnerability and penetration assessments, and maintain data recovery standard operating procedures and incident root cause analyses.

What is your organisation’s plan for digital transformation in the next two to three years?

We aim to lead the industry in delivering an exceptional customer experience by integrating new technologies within our legacy systems. Our digital transformation focuses on scalable, sustainable solutions to support business growth. Utilising AI for demand forecasting will optimise inventory and product pricing, while video analytics will provide real-time service improvements, optimise traffic management and reduce queuing. AI-driven tools will automate tasks, enhance customer service and streamline HR processes. Additionally, conversational commerce on WhatsApp will engage existing and dormant customers with personalised journeys. By leveraging these technologies, we will achieve significant improvements in operational efficiency and revenue growth, driving successful digital transformation.

“Cinematic technologies such as 4DX, MX4D and Screen X provide an immersive viewing experience by incorporating motion seats; environmental effects such as wind, rain and scent; and expanded screens, creating a multi-sensory environment.”