Clear Demand for International Cinema In Non-Metro Cities: PVR Inox's Aamer Bijli

Did you miss Yorgos Lanthimos’ Bugonia when it played in Indian theatres last year? How about a Sinners rewatch? The Secret Agent should be huge on the big screen. Each year, ahead of the Academy Awards, Indian cinephiles get to cover their bases, thanks to the PVR Inox Oscars Film Festival. Running from run from February 20 to March 18, the latest edition of the festival brings together 15 Oscar-nominated films to Indian screens, expanding, for the first time, to 23 cities across 58 cinemas. 

In an interview with The Hollywood Reporter India, Aamer Bijli, Lead Specialist - Innovation, Film Marketing and Digital Programming, PVR INOX, spoke about the lineup, international cinema interest in non-metro cities, and India’s Oscar roadblocks in the Best International Feature category.

Take us through the highlights of this year's programming.

This year’s Oscar Film Festival at PVR INOX is set up as a full awards season showcase, not just a small selection. It includes Best Picture hopefuls like Sinners, actor-driven dramas such as  Marty Supreme, international films including The Secret Agent, animation like  Elio, and big studio movies such as  Avatar: Fire and Ash. This gives people a real sense of what the Academy values across cinema. We’ve balanced it to work well in theatres everywhere, while keeping the Oscars spirit alive.

Best International Feature nominees are in the lineup, too. These films, including titles like  Bugonia and The Secret Agent, get good interest in cities big and small, and adding them lets the festival show global stories that audiences want to see on the big screen.

Will titles like Sinners and One Battle After Another be showcased on your proprietary PXL screens?

Large format screens like PXL are programmed very selectively, and yes, Sinners  and  One Battle After Another absolutely fit the bill. These are films with real scale, stunning visual design, and sound that comes alive in a premium setting. If the format elevates the experience, we prioritise getting them on PXL.

More broadly, Oscar season isn’t about one style of film anymore. A number of titles in this year’s lineup — including Avatar: Fire and Ash and F1 — have the craft and ambition that scream for large format. It’s straightforward—if a film packs more punch on a bigger screen, we make it happen. Audiences deserve to see these stories the way the filmmakers meant them to.

What does PVR’s data say about audience interest in India for Oscar-nominated films?

Our data actually shows Hollywood tentpoles grabbing those big opening weekends, but Oscar-nominated and indie films don’t follow a straight decline, they build differently. They tend to grow week by week, with occupancy picking up as awards season heats up and winners get announced.

What really stands out is the audience intent. People come for these films because of the recognition and buzz, not just launch hype. Year after year with the Oscars Film Festival, we see solid, steady turnout and even repeat visits. It proves award-driven cinema still has real theatrical pull when curated and timed right.

What kind of interest are you seeing in non-metro and Tier-2 cities?

Interest from non-metro and Tier-2 cities has grown steadily across recent editions. What began as a largely metro-focused event now sees reliable attendance in cities like Indore, Kochi, Guwahati, Mysuru, and Rourkela. These markets may not have the biggest opening days, but they maintain strong occupancy throughout for films ranging from Hamnet to Zootopia 2. Our decision to expand to 23 cities this year is grounded in performance data, rather than assumption. There’s clear demand for Oscar-nominated films in these areas, driven by rising awareness and word of mouth, which gives us confidence to scale thoughtfully beyond the metros.

What digital or hybrid initiatives are you building to augment interest in the festival?

We are enhancing digital platforms to drive discovery and planning for the Oscar Film Festival. Through the PVR INOX app and website, audiences access curated listings, schedules, and tailored content around films such as Song Sung Blue and Weapons that builds anticipation ahead of their theatre visit.

Targeted notifications and social campaigns further amplify discussions around key films and awards milestones. It all keeps the buzz going beyond the screening, but theatre stays front and centre.

With 'Homebound' from India coming close to a Best International Feature nomination, and despite India’s successes in shorts, documentaries and individual categories, where do you think the gaps remain when it comes to Indian feature films at the Academy Awards?

India has achieved notable success at the Academy Awards in recent years, particularly in shorts, documentaries, and individual categories, demonstrating the exceptional talent and storytelling diversity among our filmmakers. A film such as Homebound  nearing a Best International Feature nomination indicates that Indian cinema is gaining significant global attention.

The path forward involves strengthening international positioning and sustained visibility for Indian feature films. This highly competitive category benefits from extended festival circuits, robust distribution, and consistent awards campaigning. With enhanced global support, we anticipate more frequent nominations for Indian entries.