India’s cinema advertising landscape is set for a major transformation as PVR INOX, the country’s largest cinema exhibition company, partnered with Ikonz Studios to launch India’s first full-stack, IP-driven holographic engagement platform. The initiative marks a significant shift from conventional cinema advertising formats toward immersive, interactive brand experiences within physical cinema spaces.
The newly launched platform expands cinema engagement beyond on-screen advertising and static lobby displays by introducing three-dimensional, real-time holographic interactions in cinema foyers and concourses. Powered by Ikonz Studios’ proprietary HXR (Holographic Extended Reality) technology and AI-driven experience intelligence, the platform enables brands to deploy life-like holographic content that audiences can actively engage with, creating participatory and high-recall brand moments.
Currently live across seven PVR INOX locations in Delhi and Mumbai, the holographic network is slated for rapid expansion. A national rollout covering 50 key PVR INOX cinemas is planned within the first quarter of 2026, offering brands a scalable, premium engagement ecosystem across high-footfall locations.
A key differentiator of the platform is its ability to integrate celebrities and intellectual property into holographic experiences. Notable early activations include a campaign featuring Amitabh Bachchan for IDFC Bank, where life-like holographic interactions were used to enhance brand recall, trust, and affinity among cinema audiences.
Speaking on the launch, Gautam Dutta, CEO, Revenue and Operations, PVR INOX Ltd, said, “Cinema has always been a powerful advertising medium because of the undivided attention and emotional immersion it commands. With this holographic engagement platform, we are taking cinema advertising to its next phase moving from passive exposure to immersive, interactive brand experiences. In partnership with Ikonz Studios, we are creating a scalable, future-ready engagement ecosystem that allows brands to connect with audiences in a more intuitive, memorable and impactful way. This marks a significant milestone in the evolution of cinema advertising in India.”
Abinav Varma Kalidindi, CEO, Ikonz Studios, added, “Our platform is designed to turn real-world spaces into interactive, immersive experiences where brands can meaningfully connect with their audiences. By combining full-stack holographic technology with celebrity and IP integrations, we enable brands to create moments that are both memorable and highly engaging.”
Cinema advertising has long benefited from extended dwell time and high emotional engagement. The introduction of holographic, interactive touchpoints builds on these strengths, offering advertisers measurable, high-impact brand interactions that go beyond traditional exposure and enhance overall brand perception.
Key features of the IKONZ × PVR INOX platform include:
- Deployment of 3D holographic experiences in real-world cinema environments
- Interactive and participatory audience engagements
- Celebrity, film, and branded IP integrations to strengthen trust and recall
- AI-driven experience logic for adaptive, dynamic interactions
- Scalable execution across multiple locations
- Measurement-ready reporting for insights and optimisation
Designed as a long-term engagement infrastructure rather than a one-off activation, the IKONZ × PVR INOX platform positions holographic engagement as a premium advertising channel within India’s cinema ecosystem. With its planned nationwide expansion in 2026, the initiative is expected to redefine how brands connect with audiences in high-attention, experiential environments.
