The entrance to the PVR multiplex at Avani Riverside Mall in Howrah

Rahul Bose at the launch of the multiplex on Thursday. Pictures by Saikat Das

The country’s first and biggest multiplex chain arrived in Calcutta on Thursday, lifting the curtain on a four-screen property at Avani Riverside Mall in Howrah.

PVR Avani, with 1,186 seats spread over 32,820sq ft, is the 12th multiplex in the city.

“Calcutta is a hub of culture and cinema and is fast making a mark as an entertainment and retail destination with a huge potential. We are glad that PVR will now be an indelible part of the burgeoning multiplex culture of the city,” said Sanjeev Kumar Bijli, joint managing director, PVR Cinemas, at the launch.

Fifteen years ago, the company had opened India’s first multiplex, PVR Anupam, in Delhi. Calcutta got its first multiplex, INOX Forum, in the Elgin Road mall in 2003. Since then, chains like Fame Cinemas and Cinemax as well as local players like Bioscope and London-Paris have been catering to the city’s film buffs.

“Though we are constantly looking to expand our footprints, we took a long time to come to Calcutta because we were busy establishing and consolidating our market share in other cities. But we believe that right now is a good time to be in Calcutta because not only is the multiplex industry booming but the local film industry is also going through a great phase,” said Bijli.

That Avani Riverside Mall, just off Vidyasagar Setu, still awaits the launch of a number of anchor stores four months after its opening, does not worry him.

“The catchment area is huge and the nearest multiplex is on Elgin Road, which is about seven kilometres away. We expect people to drive down from south Calcutta to catch a film here,” added Bijli.

The company has invested about Rs 8 crore in the Howrah property.

Bijli’s words were echoed by actor Rahul Bose, the chief guest at the launch. “PVR is a brand that symbolises class and comfort. I enjoy watching films at PVR and I am sure that the brand will contribute a whole new chapter to the multiplex story in West Bengal.”

Located on the first floor of the sprawling mall that also houses retail giants like Pantaloons and United Colors of Benetton and global food stops like McDonald’s and KFC, PVR Avani boasts of the standard multiplex features like push-back seats, ample legspace, 2K projection screens and JBL sound system.

A standout facility is the Grab and Go food counter, where even those who are not watching a film at the multiplex can grab a bite.

Though INOX enjoys the first-mover advantage and now has five multiplexes in the city and its suburbs, PVR hopes that its personalised service and variable pricing policy will win them patrons. “At no point will the average ticket price exceed Rs 130,” promised Bijli.

The Howrah property has taken the company’s screen count to 162 across 21 Indian cities. PVR is also eyeing an end-2012 launch for its second Calcutta property at Diamond City North on Jessore Road as well as multiplexes in Ranchi and Dhanbad.