A Potpourri of Vestiges Feature
India’s largest
cinema
exhibition company - PVR Ltd., today, became country’s first entertainment
company to revamp and retrofit
central air purification systems powered
by Nirvana Being to combat indoor air-pollution in the most effective
manner. Pioneering the concept of transforming urban leisure spaces conscious
of air quality standards; PVR is personalizing its cinema infrastructures to
provide a refreshing and rejuvenating movie viewing experience to its patrons.
Driven by the environmental situation and consumer demand to live smart
and breathe fresh, PVR today, inaugurated its first of many “Audit-Air-Ium” theaters at the Directors’ Cut, Ambience Mall, Vasant Kunj. Retrofitted
with customized world-class air cleaners, the “clean air theater” concept
maintains Indoor Air Quality as per National Air Quality Index (AQI) standard
at under
100 and propose a 15 minutes’ addition to one’s life during the 3 hours
of luxury cinema viewing.
Focusing on metro
cities with worst air quality in the world as per WHO; PVR ‘Audit-Air-Iums’ will
be installed across Delhi – NCR, Mumbai, Bengaluru, and Hyderabad encompassing
mainstream screens, Gold class, and playhouse cinemas.
Addressing the gathering, Mr. Sanjeev Kumar Bijli, Joint Managing Director,
PVR Ltd., said,“In the recent years, the air quality in India has deteriorated
considerably. In times like today where air filters and purifiers are no more a
luxury, but a basic living necessity, we at PVR are striving to address this
growing cause of concern. We have developed this model in association with
Nirvana Being by retrofitting our properties with air purification technology
to create a cleaner environment for a refreshing cinematic experience.”
He further added, “Since sensitizing public areas is
un-achievable on account of the area that needs to attain and thereafter
maintain the air quality;movie theaters are indeed better situated to control
and sustain it. Once the movie starts, there is very little opening and closing
of doors and thus,premium indoor air quality is achieved and maintained. PVR as
a pioneer in the exhibition space with the thought to serve its patrons with
best multiplexes around the globe is also concerned about their health and not
just their entertainment needs. Ensuring a luxurious cinematic experience in a
clean-air environment is our vision of tomorrow and PVR intends to implement
this in a phased manner to guarantee an invigorating movie watching experience.”
Commenting on the occasion, Mr.
Jai Dhar Gupta, Founder of Nirvana Being, said “By partnering
with PVR, we aim to create a holistically safe and healthy environment for
families to enjoy cinema with complete peace of mind.It is an established fact
that Delhi has hazardous ambient air - combine that with the fact that indoor air is 5-10
times more polluted(than outdoor air) due to other pollutants as well as
allergens – we think this initiative is simply “Responsible Business”. Nirvana
Being is a market leader in Indoor Air Quality (IAQ) compliance and
PVR Ltd., India’s largest cinema chain intends to establish a new benchmark in
the multiplex industry through this collaboration. Nirvana Being and
PVR Cinemas will retrofit air purification systems so that the patrons can watch movies in a
luxurious and healthy space to completely unwind from their hectic
lifestyle. This
remarkable initiative, Audit-Air-Iums, will surely revolutionize
people’s cinematic experience!”
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