Jan 05th: PVR INOX, India’s leading cinema exhibition company, in collaboration with Ikonz Studios, today announced the launch of India’s first full-stack holographic engagement platform , setting a new benchmark for immersive brand experiences in cinema environments.
This pioneering platform marks a significant evolution in cinema advertising expanding beyond traditional on-screen and lobby formats to deliver three-dimensional, interactive holographic experiences that deepen audience engagement and deliver meaningful brand impact in high-attention physical spaces like cinema foyers and concourses
The holographic engagement platform, powered by Ikonz Studios’ proprietary HXR (Holographic Extended Reality) technology and AI-driven experience intelligence, enables brands to deploy life-like 3D holographic content that audiences can interact with in real-time, creating participatory and memorable experiences that go well beyond static displays. It also supports celebrity and IP integration, enabling brands to leverage trusted personalities and stories for stronger recall and emotional connection.
The platform is now live across seven PVR INOX locations in Delhi and Mumbai, with a national rollout to 50 key PVR INOX cinemas planned within the first quarter of 2026. This networked infrastructure provides brands with a scalable, premium platform to connect meaningfully with consumers.
In addition to cutting-edge holographic technology, the platform leverages celebrity and intellectual property (IP) integration to elevate audience engagement. Notable activations include Amitabh Bachchan for IDFC Bank, where life-like holographic interactions enhanced brand recall, trust, and affinity.
Gautam Dutta, CEO, Revenue and Operations, PVR INOX Ltd, said, “Cinema has always been a powerful advertising medium because of the undivided attention and emotional immersion it commands. With this holographic engagement platform, we are taking cinema advertising to its next phase moving from passive exposure to immersive, interactive brand experiences. In partnership with Ikonz Studios, we are creating a scalable, future-ready engagement ecosystem that allows brands to connect with audiences in a more intuitive, memorable and impactful way. This marks a significant milestone in the evolution of cinema advertising in India.”
“Our platform is designed to turn real-world spaces into interactive, immersive experiences where brands can meaningfully connect with their audiences,” said Abinav Varma Kalidindi, CEO, Ikonz Studios. “By combining full-stack holographic technology with celebrity and IP integrations, we enable brands to create moments that are both memorable and highly engaging.”
Cinema advertising has proven to be an effective medium of advertisement by virtue of the long dwell time and emotional engagement of audiences, and this latest innovation builds on that strength by offering interactive, high-impact brand touchpoints that drive recall and enhance brand perception
Key Features of the IKONZ × PVR INOX Platform:
- Deploy 3D holographic experiences in real-world cinema spaces
- Create interactive, participatory engagements for audiences
- Integrate celebrities, films, and branded IP to enhance trust, perception, and recall
- Leverage AI-driven experience logic for dynamic, adaptive interactions
- Execute scalable, repeatable campaigns across multiple locations
- Access measurement-ready reporting for insights and optimization
Built for Scale and Lasting Impact
Unlike traditional one-off activations, the IKONZ × PVR INOX platform is designed as a long-term, scalable engagement ecosystem. Following its initial launch in Delhi and Mumbai, the platform will expand to 50 PVR INOX locations nationwide in 2026, positioning holographic engagement as a premium, high-impact channel for brands to connect with consumers.