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Tag: Ajay Bijli

  • PVR acquires minority stake in US luxury theatre chain

    PVR acquires minority stake in US luxury theatre chain

    MUMBAI: PVR Ltd (PVR) will acquire a minority stake in US-based luxury restaurant and theatre iPic-Gold Class Entertainment (iPic).  

    Upon completion of its initial public offering (IPO), iPic will appoint PVR chairman and managing director Ajay Bijli to the board of directors.

    iPic owns and operates 16 luxury theaters with 121 screens across 10 States in the US.

    The company informed the Bombay Stock Exchange (BSE) that the board of directors has approved  the proposed investment and the strategic partnership between PVR and iPic,  which will give PVR valuable exposure in  the  American cinema exhibition market.  

    The  completion of the proposed investment is subject to receipt of relevant corporate and regulatory approvals.

    iPic  had previously announced its intention to file a Regulation A+ IPO that would allow all  of  its loyal   fans  and  theater  goers, along with everyone else, the opportunity to  invest in  its luxury restaurant-and-theatre concept.

    Serving 75 million patrons annually, PVR acquired Cinemax in 2012 and had taken over DT Cinemas in the year 2016. Currently, the theatre chain operates a cinema circuit of 600 screens at 131 properties in 51 cities (18 states and 1 Union Territory).

  • PVR sub-brand in tier-III towns on anvil, engages fans with interactive card

    PVR sub-brand in tier-III towns on anvil, engages fans with interactive card

    NEW DELHI: Rs 21.8-billion multiplex chain PVR, which is aiming to touch 1000 screens by 2020 having crossed 600 recently, is likely to form another brand to tap tier-III towns.

    PVR sources confirmed to indiantelevision.com that the aim was to cater to every price category, and extend its reach to the entire country.

    However, PVR chairman and managing director Ajay Bijli said the plan was still in early stages and, it may take some time to work out the right model.

    Meanwhile PVR, which has completed 20 years of its existence, has launched a scheme to attract regular cinegoers by launching a PVR Privilege loyalty programme which will offer its estimated 75 million loyal visitors an enriched array of first-class redemption opportunities and enhanced benefits.

    To support the launch, PVR is offering food and beverage vouchers of the same value as the activation fee, so that the membership is at zero cost to new members at its 131 properties nationwide comprising 600 screens.

    The new loyalty programme was launched at an event in Delhi where the versatile actor Aamir Khan – whose latest film ‘Secret Superstar’ directed by Advait Chandan is being released next week — became the first member of this programme.

    Actress Zaira Wasim was also present at the event. ‘Secret Superstar’ has a unique storyline revolving around Insu (Zaira), a young Muslim girl, who aspires to become a singer but faces restrictions from her conservative father. She happens to cross paths with a musician, which unfolds into an exciting journey.

    About the film, Khan said he took up a subject that excited him and not by the trends prevalent at that time.

    Bijli said: “Watching movies becomes a one-sided affair. The aim of the loyalty programme is to involve every cinegoer who will send in his views about the film, and about the facilities in the theatre premises. This will make it more engaging for the cinegoer.”

    Joint MD Sanjeev Kumar Bijli said: “This is designed to be one of the most rewarding programme in cinemas. It will enable members to enjoy a remarkably simple and a fast way to free tickets or F&B offerings. He told indiantelevision.com that it could also customise diets for viewers who may have diabetes or are glutton-allergic.

    PVR chief of strategy Kamal Gianchandani, who designed the loyalty programme, said the phone number of a viewer becomes his entry into the programme. He said the +1 Approach is to increase visitation as well as make the theatre relevant to advertisers. Every point earned by a member is equivalent to Rs 50. There is no entry fee by a five per cent benefit on becoming a member. He added that PVR releases around 900 films a year, and will attempt to ensure that it is able to cater to each member individually to inform him or her in advance about the kind of films being released. The programme works best on a smartphone but can also be used on a feature phone, he added.

    Guests can inquire at their local PVR cinema, at pvrcinemas.com or can download the PVR mobile app.

    The Privilege programme is India’s first fully digital cinema loyalty programme and offers the following consumer benefits:

    · Reward points on each purchase of tickets or food and beverages

    · Automated conversion of Reward points into vouchers that can be used to pay for tickets and F&B

    · Personalised offers, and services at cinemas

    · Bonus points during special occasions

    · Easy to use, with a QR-code based virtual card in App, Website and at Cinemas

  • PVR watermark and trained staff help detect piracy, says Sanjeev Bijli, targets 1000 screens by ’20

    PVR watermark and trained staff help detect piracy, says Sanjeev Bijli, targets 1000 screens by ’20

    NEW DELHI: It had always been a favourite meeting place until it closed down over a decade ago, and it was sorely missed. The Chanakya cinema was the only theatre in Chanakyapuri — the capital’s diplomatic enclave — and so it exhibited either English or blockbuster films. But, an unseemly dispute with the New Delhi Municipal Corporation forced the lease-holders to shut shop.

    However, the theatre has reopened in a new avatar – and helped the PVR Cinemas touch the 600-screen mark with PVR Cinema CMD Ajay Bijli confident of touching the 1000-screen mark by 2020.

    The property was later acquired on a 15-year lease by DLF who have developed it as a shopping complex and PVR developed a part of it as a three-screen theatre.

    PVR joint managing director Sanjeev Bijli told Indiantelevision.com that around 3.5 per cent of the budget of the PVR chain has been set aside for publicity and promotion. In a brief talk on the sidelines of a press meet to unveil the new theatre, he said, answering a question relating to piracy, that every frame appearing on the screen carried the PVR watermark and so piracy could be easily detected.

    Bijli also said that the staff had been trained to keep a watch on viewers using mobiles to ensure the screen image was not copied. He said the tagline ECX meant Enhanced Cinema Experience — a greater emphasis on the latest sound technology, and silver screens which ensured a better viewing experience.

    In its new incarnation, PVR ECX Chanakya unveils the most opulent cinema format in India with its 4K projection system, next-generation 3D-enabled screens with ultra HD picture quality and Dolby ATMOS surround-sound system in all auditoriums. The new cinema also offers Quick Tix, PVR’s digital ticketing solution to promote cashless transactions and reduce ticket-wait times. The cinema also offers an automated F&B kiosk Quick Bites for the first time ever, wherein patrons’ can either pick up their order from the counter or get it served on their seat.

    Being a PVR ECX property, there is special emphasis on ambience manifested by a deep focus on design, colours and lighting in each cinema. Designed by the Madrid-based STUDIO GRONDA, the revamped PVR ECX has magnificent lobby spaces, custom-made chandeliers, prime marbles, dynamic auditorium lights, and unparalleled technological integrations.

    Sanjeev Bijli said the chain had started out in 1997 after an agreement between Priya from India and Village Roadshow of Australia, and begun with Anupam PVR in Saket in South Delhi and grown in 20 years to its present capacity and along the way acquired the Cinemax and DT chains.

    Earlier, at the press meet, Ajay Bijli regretted that the cinema had been treated as a luxury item despite fact that ticket prices varied between Rs 125 and Rs 550 and the blended tax under GST had been fixed at 28 per cent despite a demand for keeping it low at 18 per cent.

    PVR CEO Gautam Dutta said that the marketing and consumer support had helped the keep its rates steady. He said that adequate publicity would be given to show timings when the rate was as low as Rs 125 to ensure consumer support. He said art and technology make for good cinema and, with the tastes of the consumer changing, it was important to keep ahead of the curve.

    To a question, he said that both English and Indian blockbuster films would be screened at Chanakya, now.

    Ajay Bijli said that 21 other screens were ready for launching in other places but the clearances for the Chanakya heritage property came early, and so this was the first to touch 600 screens.

  • Sports & experiential ent.: PVR & Major sell bluO to Smaaash for Rs 860 mn

    MUMBAI: PVR Ltd today announced that it has entered into definitive agreement with Smaaash Entertainment (‘SMAAASH’) to sell its stake in bluO entertainment, a premium bowling and entertainment format operated by the company.

    As part of its national expansion plans, world class gaming and entertainment company Smaaash Entertainment has acquired 100 per cent stake in bluO entertainment (a premium bowling and entertainment format), for a consideration of approximately Rs. 860 million.

    bluO is a joint venture between PVR Limited and Major Cineplex Group of Thailand in which PVR owns 51 per cent stake with balance 49 per cent stake held by Major Group. The acquisition marks the doubling of the area under Smaaash management from 276,000 square feet to approximately around 600,000 square feet in India.

    The significant acquisition also adds six centres (approximately 210,000 sq. ft. of premium space) across five cities to Smaaash’s existing blueprint of seven centres in India and one in Minneapolis in the United States. The newly acquired centres will operate under Smaaash branding and two more centres are expected to open shortly. Smaaash will introduce its signature games at all bluO centres, which only had bowling before.

    PVR chairman & MD Ajay Bijli said, “The sale of bluO is in line with our strategy to divest all non-core assets and focus on our core cinema exhibition business. It is also reflective of the value embedded in our core assets and demonstrates our commitment to increase shareholder value and provide management a more focused approach for enhancing value in exhibition business. We are pleased to sell the business to Smaaash, which is a leader in retail and entertainment space in India and the US; and believe that they will take the business to even greater heights.”

    Smaaash Entertainment chairman & CIO Shripal Morakhia said, “The strategic acquisition of bluO is a significant step in doubling Smaaash’s scale and outreach in India’s fast growing retail entertainment space. The synergies between both brands are deeply symbiotic in creating a network of centers in key cities that are designed as destinations with a relentless focus on wholesome sports, active life, and adventure for urban citizens. We are sure that bluO’s premium locations, infrastructure and F&B offerings, coupled with Smaaash leadership in innovation with new technology and virtual reality, will fill a much-needed gap for experiential entertainment in our country. We are committed to enhancing profitability and revenue per centre while being the custodian of customer smiles in these centres.”

    The acquisition comes on the heels of Smaaash’s recent international success story in the Mall of America, Minneapolis, United States.

    EY acted as the exclusive financial advisor to the shareholders of PVR bluO for the transaction.

  • PVR Q1 profit increases 3% to Rs. 443 mn

    MUMBAI: PVR Limited announced its audited standalone and consolidated financial results for the quarter and year ended 30 June, 2017.

    The consolidated revenues for quarter ended June, 2017 was Rs 6.53 billion as compared to Rs 5.79 billion during the corresponding period of last year, up by 13%.

    Consolidated EBITDA for the quarter was Rs. 1.29 billion as against Rs 1.23 billion in the same period last year, up by 4%. Consolidated PAT for the quarter was Rs. 443 million as against Rs 432 million in the same period last year, up by 3%.

    The box office revenues for the quarter were up by 11% from Rs 3080 million to Rs 3430 million. F&B revenues were up by 12% from Rs 1.48 billion to Rs 1.65 billion led by strong growth of spend per head. Advertising revenues showed a stellar growth of 31% & increased to Rs 674 million as compared to Rs 515 million.

    During the first quarter PVR added a total of 8 screens (5 screen in Chennai & 3 screen in Kota) and currently operates a network of 587 screens spread over 128 properties in 51 cities across the country. The company intends to add approx. 65-70 screens in FY 17-18.
     
    Commenting on the results and performance, PVR Ltd CMD Ajay Bijli said, “For 20 years, we have worked ardently to take India to the movies with new and innovative offerings like Gold Class, Director’s Cut, Plush recliners, IMAX, 4DX, Playhouse, PXL, Dolby Atmos, VR Lounge, Vkaao to add more layers of excitement and joy to the cinematic experience of our customers. It has been the propeller of our growth engine over the years & it shall continue for years to come. We are the leading multiplex player in India and will soon surpass the 600 screens mark.”

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  • PVR to install Dolby Atmos in 50 screens across India

    PVR to install Dolby Atmos in 50 screens across India

    MUMBAI: Multiplex operator PVR is planning to install Dolby Atmos in 50 of its cinema screens across the country over the next two years. 

     

    When completed, this will be one of the largest rollouts of Dolby Atmos screens by any multiplex chain in India until now.

     

    The deal encompasses properties across India and has a huge catchment across geographies vis-?-vis North, South, East, and West. PVR plans to install Dolby Atmos in significant properties, including PVR Sangam (Delhi), PVR Market City (Bangalore), Lulu Mall (Kochi), Ambience Mall (Gurgaon), PVR Phoenix (Mumbai), amongst others.

     

    As of now PVR’s two existing properties are equipped with Dolby Atmos technology.

     

    “At PVR, we believe in bringing the most revolutionary and state-of-the-art technologies to its patrons to deliver the highest-quality movie experience. Our collaboration with Dolby goes a long way. Dolby is amongst one of the most celebrated brands in the market for premium sound quality, and it perfectly fits with PVR’s mission to offer its audience the ultimate in moviegoing experiences. Feeling extremely optimistic about the association, we together as brands will go an extra mile to woo our audience,” said PVR chairman and managing director Ajay Bijli. 

     

    PVR joint managing director Sanjeev Kumar Bijli added, “I believe Dolby Atmos is indeed the best sound technology available in the market. For our brand, PVR, we want nothing but the best. We want to make movie watching a real-time experience for our patrons. And with the premium sound technology that Dolby Atmos offers, we are very confident about the results.”

     

    Dolby Laboratories chief marketing officer and senior vice president Bob Borchers said, “Dolby looks forward to working with PVR to bring the Dolby Atmos experience to many more moviegoers in India. With Dolby Atmos, the audience is no longer just watching a movie; they are experiencing it. We are confident that moviegoers will go back again and again for the extraordinary experience that only Dolby Atmos can deliver.”

  • PVR to raise Rs 350 crore from PE firm Multiples, dilute 10.7% stake

    PVR to raise Rs 350 crore from PE firm Multiples, dilute 10.7% stake

    MUMBAI: PVR Ltd, which recently acquired DT Cinemas for Rs 500 crore, is looking at raising Rs 350 crore from Indian private equity firm Multiples Alternate Asset Management Private Limited (Multiples), which will pick up 10.7 per cent stake in the company.

     

    Under the terms of the agreement, Multiples through its various funds shall, subject to receipt of necessary statutory approvals, subscribe to 50,00,000 equity shares in PVR Limited for a 10.7 per cent fully diluted stake, at a price of Rs 700 per equity share.

     

    PVR chairman and managing director Ajay Bijli said, “We are delighted to deepen our partnership with Multiples. This investment bears testimony to the immense faith that Renuka Ramnath and entire Multiples Private Equity team have reposed in the business model, promoters and the management team of PVR.”

     

    Multiples managing director and CEO Renuka Ramnath added, “PVR is a unique success story built on the back of strong financial support and endorsement from the same investor. We are proud to have been part of PVR’s history from less than 29 screens towards building 1000 screens. The credit for this outstanding journey is to Ajay, Sanjeev and the excellent management team that works with them.”

  • PVR snaps up DT Cinemas for Rs 500 crore

    PVR snaps up DT Cinemas for Rs 500 crore

    MUMBAI: PVR has entered into definitive agreements to acquire the cinema exhibition business of DLF Utilities Ltd, which is operated under the brand name DT Cinemas for Rs 500 crore.

     

    Sold to PVR on a slump sale basis, DT Cinemas operates 29 screens with approximately 6,000 seats across eight properties in the National Capital Region (NCR) and Chandigarh. Over the next 12 months, DT Cinemas has plans to add 10 new screens at two properties in NCR.

     

    Currently, PVR has 467 screens across 105 locations in 43 cities. As a result of the proposed acquisition, PVR’s presence will span across 44 cities with 506 screens and 115 multiplexes.

     

    The proposed transaction will be subject to approval of applicable statutory and regulatory approvals and satisfaction of customary conditions precedent.

     

    PVR chairman cum managing director Ajay Bijli said, “It has been our strategy to expand our film exhibition business both organically and inorganically over the years. This acquisition is in pursuance of our core strategy to offer a world class cinema experience to the discerning Indian consumer.”

     

    DLF Rental Business CEO Sriram Khattar added, “We are pleased to sell DT Cinemas to PVR, which is a high quality provider of cinema experience. Combining our unrelenting focus on providing a ·wholesome experience at our malls with PVR ‘s deep knowledge of the cinema business, we look forward to continue enhancing our best in class offerings for the customers.”

     

    Shardul Amarchand Mangaldas & Co was the legal advisor to PVR and EY India and Luthra & Luthra were financial and legal advisors respectively to DLF.

  • FY-2015: Tepid box office, World Cup Cricket chop PVR profits

    FY-2015: Tepid box office, World Cup Cricket chop PVR profits

    BENGALURU: Impacted by poor movie content and World Cup Cricket towards the end of FY-2015 (year ended 31 March, 2015, current year) Indian motion picture exhibition, production and distribution house PVR Limited reported just 23.1 per cent PAT at Rs 11.64 crore as compared the Rs 50.39 crore in FY-2014.

     

    PVR, in its earnings release, says that there was a 12 per cent drop in the footfalls in Q4-2015 at 1.22 crore and that its entertained one per cent lesser patrons (5.92 crore) in FY-2015 and profit could have been lower but for strong performance of its Food and Beverages (F&B) revenues and Sponsorship income.

     

    Note: 100,00,000 = 100 lakh = 10 million = 1 crore

     

    All numbers are consolidated unless stated otherwise

     

    The company’s Q4-2015 performance has been poor. PVR’s Movie Exhibition segment revenue dropped 4.3 per cent in Q4-2015 to Rs 271.40 crore as compared to the Rs 283.69 crore in Q4-2014 despite the company adding 50 more screens spread over nine properties in FY-2015. Also, Q4-2015 movie exhibition segment revenue was 30.9 per cent lower than the Rs 392.88 crore in the immediate trailing quarter. The movie exhibition segment has reported an operating loss of Rs 14.68 crore in Q4-2015 as compared to operating profits of Rs 18.99 crore of Rs 50.08 crore in Q4-2014 and Q3-2015 respectively. PVR’s movie exhibition revenue in FY-2015 at Rs 1370.31 crore was 9.1 per cent more than the Rs 1255.59 crore in FY-2014. The segment reported 28.2 per cent lower operating profit of Rs 88.23 crore in the current year as compared to the Rs 122.87 crore in FY-2014.

     

    In Q4-2015, PVR’s net Total Income from Operations excluding other income (TIO) at Rs 299.55 crore was 4.5 per cent lower than the Rs 314.23 crore in the corresponding year ago quarter and 28.6 per cent lower than the Rs 419.71 crore in Q3-2015. TIO in FY-2015 at Rs 1481.34 crore was 9.6 per cent more than the Rs 1351.23 crore in FY-2014.

     

    PVR reported a loss of Rs 35.56 crore in Q4-2015 as compared to PAT of Rs 0.74 crore in Q4-2014 and PAT of Rs 31.59 crore in the immediate trailing quarter.

     

    PVR’s EBIDTA in FY-2015 also suffered on this account. EBIDTA including other income in the current year at Rs 209.67 crore (14.2 per cent margin) declined six per cent as compared to the Rs 222.99 (16.5 per cent margin) in FY-2014. EBIDTA including other income in Q4-2015 at Rs 12.71 crore (4.2 per cent margin) was almost a third (down 63.9 per cent) of the Rs 35.18 crore (11.2 per cent margin) and a little more than one seventh (15.3 per cent margin) of the EBIDTA including other expenses of Rs 82.23 crore (19.8 per cent margin) in the previous quarter.

     

    Let us look at the other numbers reported by PVR

     

    PVR’s Total Expenditure (TE) in FY-2015 at Rs 1393.11 crore (94 per cent of TIO) in FY-2015 was 13.2 per cent more than the Rs 1230.22 crore (91 per cent of TIO) in FY-2014. TE in Q4-2015 at Rs 314.12 crore (104.86 per cent of TIO) was 0.5 per cent lower than the Rs 315.58 crore (100.43 per cent of TIO) and 14.9 per cent lower than the Rs 369.33 crore (88 per cent of TIO) in Q3-2105.

     

    The company’s Film Exhibition Cost in FY-2015 at Rs 342.18 crore (23.1 per cent of TIO) was 3.9 per cent more than the Rs 329.49 crore (24.4 per cent of TIO) in FY-2014. Film Exhibition Cost in Q4-2015 at Rs 62.96 crore (21 per cent of TIO) was 8.2 per cent lower than the Rs 68.6 crore (21.8 per cent of TIO) in Q4-2014 and 36.1 per cent lower than the Rs 98.49 crore (23.5 per cent of TIO) in the previous quarter.

     

    PVR’s cost of Food and Beverages consumed (F&B cost) in FY-2015 at Rs 107.38 crore (7.2 per cent of TIO) was 16.3 per cent more than the Rs 92.31 crore (6.8 per cent of TIO) in FY-2015. F&B cost in Q4-2015 at Rs 21.05 crore (seven per cent of TIO) was 2.9 per cent lower than the Rs 21.67 crore (6.9 per cent of TIO) in Q4-2014 and 30 per cent less than the Rs 30.05 crore (7.2 per cent of TIO) in Q3-2015. PVR says that F&B revenues increased 17 per cent in FY-2015 as compared to FY-2014.

     

    The company’s movie production segment (movie segment) in FY-2015 reported 35.9 per cent growth in revenue at Rs 51.23 crore as compared to the Rs 37.71 crore in FY-2014. Movie segment revenue in Q4-2015 at Rs 13.61 crore was 28.3 per cent lower than the Rs 18.99 crore in Q4-2014 and 14.9 per cent more than the Rs 11.85 crore in Q3-2015. The segment reported operating profit of Rs 2.74 crore as compared to an operating profit of Rs 0.90 crore in FY-2014. Operating profit of PVR’s movie production segment in Q4-2015 was Rs 1.54 crore as compared to an operating loss of Rs 0.56 crore in Q4-2014 and an operating profit of Rs 0.43 crore in Q3-2015.

     

    PVR’s Others’ (including Bowling, gaming and restaurant services, etc) segment reported almost flat revenue (down 0.1 per cent) in FY-2015 at Rs 73.96 crore as compared to the Rs 74.02 crore in FY-2014. Revenue from ‘Others’ segment in Q4-2015 at Rs 17.27 crore was 9.9 per cent less than the Rs 19.16 crore in Q4-2014 and 9.1 per cent less than the Rs 19 crore in Q3-2015. The ‘Others’ segment reported slightly higher operating loss of Rs 2.80 crore in FY-2015 as compared to the Rs 2.63 crore in FY-2014. Operating loss of the segment in Q4-2015 at Rs 1.46 crore was higher than the operating loss of Rs 0.96 crore in Q4-2014 and the operating loss of Rs 0.13 crore in Q3-2015.

     

    Assuring stakeholders of a better FY-2016, PVR chairman and managing director Ajay Bijli said, “While Q4-2015 performance stood tepid, with the consumer sentiment coming back Q1-2016 box office have been very strong with movies like Fast & Furious 7, Avengers, Gabbar, Piku and Tanu Weds Manu leading the pack. Going forward we have Dil Dhadakne Do, Jurassic World and ABCD-2 releasing in June followed by Bajrangi Bhaijaan, a Salman Khan starrer and Drishyam in July. The content pipeline looks pretty promising and hopefully the worst in terms of content should be behind us and we expect a blockbuster 2015-16.”

  • PVR opens its 101st theatre in Hubli

    PVR opens its 101st theatre in Hubli

    NEW DELHI: PVR Cinemas has crossed the century mark with its 101st property in Hubli in Karnataka. With this, the company has reached a count of 444 screens in 43 cities in the country.

     

    Since PVR’s inception of its first theatre in Saket, New Delhi, the company has grown exponentially in the Indian market. In the first quarter of FY 2014-15, PVR opened 23 screens across Ludhiana, Mangalore, Hyderabad, Ahmadabad and Hubli.

     

    PVR chairman and MD Ajay Bijli said, “This is a great moment for us. PVR today has over 100 properties reaching 43 cities across the country. We began our journey in 1997 with a challenging idea, a highly passionate team and with a belief to provide nothing but the best to the Indian audience. Our endeavour has always been to provide our customers with the best movie watching experience and to bring to them a platform of world class cinema; and as we continue to do so it gives me immense fulfillment to reach this great landmark.”

     

    With the launch of its 100th and 101st property in Motera (Ahmadabad) and Hubli, PVR has achieved a landmark. The brand provides a platform for the new revolution in the Indian cinema exhibition by bringing diversity, not only in cinemas and F&B offerings but also in providing niche content.

     

    PVR joint MD Sanjeev Kumar Bijli said, “We are thrilled to cater to the new markets, by reaching our mark with over 100 properties. PVR was the first to provide a platform to the common man to not only enjoy a world class cinema experience but also provide them with a family entertainment destination. Today Indian audiences view movies as part of a bigger experience. With the 100 yardstick, we definitely would reinforce and add vigour to our commitment on various initiatives on the entertainment front.”

     

    The focus is to innovate for audiences, an impeccable space, product and service. From digital projections to sound systems, being the first to invest in the Dolby sound system in India, and stunning 3D facilities, PVR Cinemas aims to immerse you in the movies.