PVR Cinemas would now venture into smaller towns with the coming up of two new multiplexes in Maharashtra next week.
Till now confined to metropolitan and semi-metro audiences, the two multiplexes under the flagship PVR Talkies would come up at Latur and Aurangabad.
"The appetite to watch movies is there and we want them to enjoy the world class facility. The audience will get to see the latest movies on the same day of release," Ajay Bijli, chairman and managing director of PVR Ltd, told reporters here Tuesday.
Commenting upon profit margins, he said: "The realistic cost is less in smaller towns and expenditure is also low so, the profit margin is going to be the same.
"Currently people pay Rs.40-60 for premium tickets and we will make available world class facilities to them at the same price. We have not compromised on quality but only tried to marginalize the cost - like we are keeping auditoriums air-conditioned but lobbies will be air-cool only."