PVR Inox, Ikonz turn cinema foyers into living holograms

MUMBAI: Going to the movies in India is about to feel a lot more futuristic. PVR Inox, the country’s largest cinema exhibitor, has partnered with Ikonz Studios to launch India’s first full-stack, IP-driven holographic engagement platform, transforming cinema foyers into immersive, interactive brand playgrounds.

Moving well beyond posters, standees and on-screen commercials, the new platform introduces life-like, three-dimensional holographic experiences that audiences can see, engage with and respond to in real time. The result is cinema advertising that feels less like an interruption and more like a moment.

Powered by Ikonz Studios’ proprietary HXR technology and AI-led experience intelligence, the platform allows brands to deploy realistic holograms in high-footfall cinema spaces such as foyers and concourses. Audiences can interact with the content, making brand encounters participatory rather than passive.

Celebrity and intellectual property integrations add another layer of appeal. One of the early highlights includes a holographic activation featuring Amitabh Bachchan for IDFC Bank, where audiences interacted with a life-like digital avatar, boosting recall, trust and brand affinity.

The platform is currently live across seven PVR Inox locations in Delhi and Mumbai, with plans to scale rapidly. A national rollout covering 50 key cinemas is scheduled for the first quarter of 2026, offering brands a premium, networked canvas with consistent reach and impact.

PVR Inox Ltd CEO, revenue and operations Gautam Dutta, said cinema has always commanded rare, undivided attention. He noted that the new holographic platform marks a shift from passive exposure to immersive brand storytelling, creating a future-ready ecosystem that makes brand engagement more intuitive, memorable and effective.

Ikonz Studios CEO Abinav Varma Kalidindi, said the platform is designed to turn physical spaces into interactive experiences where brands can connect meaningfully with audiences. By combining full-stack holography with celebrities and IP, he added, brands can create moments that linger long after the popcorn is gone.

With long dwell times and emotionally primed audiences, cinema has always been fertile ground for advertisers. This latest innovation builds on that strength, offering high-impact, interactive touchpoints that elevate brand perception and sharpen recall.

Designed as a scalable, long-term engagement ecosystem rather than a one-off novelty, the Ikonz and PVR Inox platform positions holographic storytelling as the next big act in cinema advertising, and this time, the show starts before the trailers roll.