Taking cinema viewing to the next level

Taking cinema viewing to the next level

Hand-picked oeuvre for the cinema connoisseur

Curated by PVR embodies PVR Cinemas' desire to provide the movie buff with an experience beyond his imagination while also establishing the company as a business that knows its business - that is, the movies - like the back of its hands.

Our job was to create an identity for this PVR channel and to use the public areas outside and around the movie theatres to give movie buffs a 360-degree view of the concept of Curated by PVR and convince them that the channel was a premium experience worth investing in visually and emotionally. Simplicity worked, as it does every time, and we successfully created an ambience that spoke to movie-goer sophistication and class. Apart from making the space design visually stimulating and interesting, we made the editorial choice of using little known facts and figures about iconic movies, directors and film stars to add that extra piquancy to the display. For the movie lovers, it clearly provided a visual treat as well as a knowledge base that they could browse while waiting for the theatre to open for the next show.