About:
PVR Priya, opened its doors at the turn of the millennium, by the largest and the most premium film and retail entertainment company in India. Over the last two decades, it carved a place for itself in the community. When we, at The Neat Trick, heard of the upcoming rebranding of the beloved movie theatre, we wanted to share what this institution means to us, the nostalgia it represents and our vision of what it could be.
Problem:
PVR Priya, which has, for decades, been a cornerstone of the community and was beloved to many generations of cinema goers in the city. We wanted to bring this formerly great pillar of the community to the 21st century, while not sacrificing the substantial treasure trove of goodwill and history.
Solution
In a country like India, theatres aren’t just places of entertainment, they also act as opportunities for people to experience fantasies they wouldn’t have encountered otherwise. We kept that in mind while approaching this project for PVR, the largest and the most premium film and retail entertainment company in India.
PVR wanted to rebrand the iconic theatre, PVR Priya, which has, for decades, been a cornerstone of the community and was beloved to many generations of cinema goers in the city. They needed to bring this formerly great pillar of the community to the 21st century, while not sacrificing the substantial treasure trove of goodwill and history.
Through the years, PVR Priya had inevitably become extensions of the people, their ideas, their whims. The collective nature of the experience and the aura of the cinema, elevated it to dream-like levels of glitz and glamour that come with the fantastical world of Bollywood.
Having imbibed these insights into our understanding of the task at hand, our design philosophy was built around the three cardinal pillars that form the bedrock of this institution:
The glitz; which we incorporated through the aesthetic elements and motifs, embodying the splendour that is at the heart of the patrons’ cinematic experience.
The glamour; of Bollywood and the aspirations of the audience, that we crystalized into the new identity.
The Show; a mesmerising experience, that is innately ingrained into the design. The pitch-darkness, being ushered to seats with tunnels of torchlight, collective laughs and gasps cutting through cinematic plots, tension and emotions reigning supreme.
We kept what is most important, at the heart of the design, putting the essence of this great theatre, front and center.
With each unique viewing, the cinema and viewer become bound in a sacrosanct relationship, and the new identity is the commemoration of all that this great institution stands for.
I hope you enjoyed viewing this half as much as enjoyed designing it.
Thank you,
Team TNT
I hope you enjoyed viewing this half as much as enjoyed designing it.
Thank you,
Team TNT
