Bangkok: The Indian retail revolution has added another frontier. India's pioneer in the multiplex sector PVR limited is now aiming to enter the retail entertainment zone.

Having recently signed a joint venture with Bangkok-based Major Cineplex group, PVR Limited plans to give the Indian consumer more than just the movies as an out-of-home entertainment experience.

The venture plans to introduce lifestyle entertainment concepts which would mean - bowling alleys, karaoke centers, ice-skating rinks and gaming zones all under one roof across the country.

Says Joint Managing Director, PVR Ltd, Sanjeev Bijli, “It’s all about novelty. Our target segment wants to go and have more fun.”

Agrees his brother and PVR’s Chairman and Managing Director, Ajay Bijli, “There is the mall sector flourishing where people are looking out for one organised retail space. There is this tilt in the consumer behaviour. We are riding on that wave.

The move sees an opportunity in the lack of organised out-of-home-entertainment and leisure related activities sector. And it's based on the belief that Indians want to have more fun and are willing to pay for it.

PVR Blu-O, as the venture is called, will launch its first retail entertainment zone in the main metros over the next three years. The buzzword here will be interactive entertainment.

“Watching a film in a dark room with nobody to talk to? Well, It’s an age of interactive format, targetting the sociable consumer,” says Ajay.

Gone are the days when entertainment features like used to be a separate entity. It’s the age of a complete entertainment package and PVR’s initiative is all set to bowl the quintessential Indian consumer over.