June, 11: PVR INOX Limited, India’s cinema exhibition company, continues to redefine audience engagement with ‘At The Movies’, its original content franchise that brings actors, filmmakers and films into the cinema environment through candid conversations, fun challenges and behind-the-scenes moments.
Created in collaboration with studios, filmmakers and talent, and designed as a cinema-first content property, ‘At The Movies’ offers audiences a fresh way to connect with their favourite stars beyond traditional film promotions while celebrating the excitement, anticipation and shared joy that make moviegoing a unique experience.
In its latest edition, the platform shines the spotlight on legendary filmmaker David Dhawan’s upcoming entertainer Hai Jawani Toh Ishq Hona Hai through a lively and engaging video featuring lead actors Varun Dhawan, Pooja Hegde and Mrunal Thakur.
Shot across key cinema touchpoints including the lobby, concession counters and premium auditoriums, the video captures the complete moviegoing journey while showcasing the comfort, excitement and immersive atmosphere that cinemas uniquely offer.
As part of the format, leading actors and filmmakers step away from conventional interviews and promotional routines to engage in unscripted, entertaining interactions. The result is content that feels authentic, engaging and closely connected to the excitement audiences associate with watching films on the big screen.
Speaking about the initiative, Mr. Aamer Bijli, Lead Specialist – Innovation, PVR INOX Ltd, said,
“At PVR INOX, we are constantly exploring new ways to bring audiences closer to the films, stories and talent they love. ‘At The Movies’ is our own content franchise that blends entertainment, celebrity interactions and the cinema environment into a format that is engaging, relatable and fun. With Hai Jawani Toh Ishq Hona Hai, we wanted to capture the energy, chemistry and spontaneity of the cast while celebrating the joy of the moviegoing experience.”
The initiative follows the successful debut edition featuring rising stars Adarsh Gourav and Shanaya Kapoor for Tu Yaa Main, which offered audiences an entertaining and interactive way to connect with the film and its talent.
Distributed across social media, digital platforms, the PVR INOX app, in-cinema touchpoints and PR outreach, the franchise extends the conversation around films beyond trailers and traditional marketing while driving deeper audience engagement.