PVR INOX Limited, India”s leading cinema chain, has launched a new monthly subscription plan called “PVR INOX Passport.” The plan is designed to make cinemagoers more frequent visitors to theaters. For a monthly fee of Rs. 699, subscribers can watch up to 10 movies per month.

The subscription pass will be available from October 16th. It can be used to watch movies between Monday and Thursday, but it does not include premium services such as IMAX, Gold, LUXE, and Director”s Cut.

Gautam Dutta, co-CEO of PVR INOX Ltd., said the company is trying to understand more about its customers” movie watching habits.

“There is a sentiment among consumers that they love the movie experience and love to come to the cinema, but they can”t afford to go all the time. They keep slotting what are the event films and what are the movies that can be consumed on TV, iPad, and mobile,” Dutta told PTI. “So in their mind, “Pathaan”, “Jawan”, “Salaar”, “Leo”, are some of the big cinema films. And then there are certain films that they really want to watch but don”t mind waiting for them a little longer… So when we probed and said, “why can”t you come to a cinema hall every week?” They said it becomes expensive.”

The launch of the “PVR INOX Passport” comes at a time when the Indian cinema industry is experiencing a positive market sentiment and a resurgence of investor confidence. The Multiplex Association of India (MAI) has decided to celebrate a national day for cinema to woo moviegoers back to theaters. As part of this initiative, they are offering film tickets at Rs. 99 from Monday to Thursday between 9 am and 6 pm.

PVR has also recently slashed prices of food and beverages by 40 percent and launched reasonably priced food combos. The CEO of PVR has stated that this scheme will work consumers back into the cinema, creating a habit of consumers coming back to the cinema. He added that more films will get made and more people will come to consume them. He believes that this is not just a price promotion but a momentum shifter.

The “PVR INOX Passport” is available for purchase through the app or the website and requires a minimum subscription period of three months. To redeem the Passport coupon, users will have to choose it as a payment option at the time of transaction check out. In case of a transaction for multiple tickets, one ticket can be redeemed using a Passport coupon and the rest can be paid for through any other regular mode of payment. Those who want to watch a movie using the “passport” will have to show some sort of identification issued by the government. It is also non-transferable.