Archive · 24 Aug 2026
Cinemas Expand Sports and Events as Movie Revenues Face Pressure
Cinema companies are showing more than just movies.
They are screening sports, concerts and comedy shows to attract audiences.
PVR INOX says 64,000 people watched a recent FIFA World Cup final in its cinemas.
Cinépolis India also saw almost full theatres for some Brazil and Argentina football matches.
These events can bring in ticket sales, food-and-drink purchases and advertising money.
They can also fill theatres during quiet times or when few popular movies are playing.
However, alternative content is still a small part of the business.
Cinema companies must also persuade people to see their locations as entertainment places, not only movie theatres.
Sports, music and cultural events could attract both younger and older audiences.
PVR INOX is adding sports screenings, concerts and stand-up comedy to its alternative-content strategy.
A recent FIFA World Cup final drew 64,000 viewers across PVR INOX cinemas despite its post-midnight kickoff.
Cinépolis India says sports and concert screenings currently contribute 3-5% of its revenue, with some football screenings nearly sold out.
Analysts say alternative programming can improve ticket, food-and-beverage, advertising and premium-pricing revenues during weak film periods.
The sector faces challenges including niche demand and the need to position cinemas as broader entertainment destinations rather than only movie halls.
- Who
- PVR INOX, Cinépolis India and industry analysts and executives discussing alternative cinema programming.
- What
- Multiplexes are expanding sports screenings, concerts, stand-up comedy and other non-movie events as supplementary businesses.
- When
- The comments were made during PVR INOX’s Q1 FY27 earnings call; the article also refers to a recent FIFA World Cup final.
- Where
- At cinema venues across India, including metropolitan and tier-II cities.
- Why
- Alternative programming can diversify revenue, use underutilised screens and offset pressure on traditional movie exhibition from OTT platforms.
Expansion Opportunity
Business Cautions
Revenue diversification
Expansion Opportunity
Industry executives and analysts say sports, concerts and comedy can create additional ticket, food-and-beverage, advertising and premium-pricing revenue, especially during weak movie periods.
Business Cautions
Alternative content remains niche and grows from a smaller base, while food-and-beverage revenue still depends on audience footfall and the success of the movie or event.
Use of cinema infrastructure
Expansion Opportunity
Cinemas already have auditoriums and food-and-beverage facilities, positioning them to capture part of the expanding organised live-events market and fill lighter dayparts.
Business Cautions
KPMG India’s Vibhor Gauba says the key challenge is positioning each location as an entertainment destination rather than simply a cinema hall.
Audience potential
Expansion Opportunity
Executives say demand extends beyond young audiences: sports, music and cultural programming can attract people across age groups, including audiences in tier-II cities.
Business Cautions
Some programming, such as anime and K-pop, depends strongly on younger, fandom-led audiences, and demand varies by city.
- PVR INOX World Cup audience
- 64,000 people watched the recent FIFA World Cup final in PVR INOX cinemas across the country.
- Cinépolis alternative-content revenue
- Sports and concert screenings contribute 3-5% of Cinépolis India’s revenue.
- Football screening occupancy
- Some Cinépolis India cinemas recorded nearly 100% occupancy for games featuring Brazil and Argentina.
- Live-events market projection
- The organised live-events business is projected to grow from Rs 14,500 crore in 2025 to Rs 19,600 crore by 2028.
- Cinema food-and-beverage revenue
- Food and beverage contributes 30-35% of revenue for cinema chains, according to the article.
- Cinema advertising revenue
- Advertising currently accounts for around 7-8% of cinema earnings.
- Cinépolis membership data
- Club Cinépolis data covers more than 1 crore members and is used to identify cities with demand for alternative programming.