PVR Cinemas has appointed Dharmesh Datta as vice president, alternate content. He will be based out of Mumbai. He moves from Endemol India where he was the vice president, branded entertainment.
At PVR, he will focus on developing and executing a strategy to stimulate 'Event Cinema', which in other words means an alternate content initiative. Says Datta, "PVR is the most respected name in the film exhibition industry and is known for bringing acclaimed cinematic content to its viewers in the country. Designing a strategy to monetise alternate revenue streams and building on differentiated properties for PVR will definitely be an exciting proposition for me."
He started his career in 1998 with GE Capital International Services as a business team leader. Kamal Gianchandani, president PVR Pictures, says, "His extensive experience in serving large businesses, building properties and consumer insights will be invaluable as we aim to take a step further and go beyond movies to showcase other forms of compelling content at our cinemas. Dharmesh adds the necessary leadership and depth, as we continue to explore new and more meaningful ways to engage our patrons."
Datta holds an MBA degree in marketing and earned his Bachelor's degree in BA Economics from Symbiosis College. PVR began operations in 1997 and has 436 screens in 99 cinemas in 42 cities in India. The company acquired the Cinemax properties in 2012.First Published : June 30, 2014