After almost four months of the shutdown and with the government easing the coronavirus lockdown restrictions, there are some positive signs of reopening of film theatres in the country so that the movie buffs could throng to nearest theatres soon.
In this regard, the leading film exhibitor PVR Cinemas and germ protection brand Dettol have forged an alliance for enabling a fully immersive movie viewing experience for the customers with safety and sanitization.
The partnership between Dettol and PVR Cinemas will help create a safe, hygienic, and enjoyable movie viewing experience for its customers once the cinemas can open in accordance with government guidelines and permissions.
Adhering to the ‘new normal’, the partnership program will enable & develop enhanced cleaning and sanitizing protocols for the guests across 175 properties operating in 70 cities across the country.
In a proposal written to the government, The Multiplex Association of India has drafted a set of guidelines they aim to implement to ensure operations can begin with due safety precautions in place.
One of the recommendations suggests that cinema halls will keep one seat vacant on either side of a customer, except for groups to ensure social distancing.
Thorough disinfection using a fogging machine will be practised inside auditoriums and a 15-minute gap between shows will be maintained for sanitization process.
Research by Global monitor indicates that consumers have heightened hygiene concerns when venturing outside the comfort of their house, and trust in cleanliness standards will be critical to restarting any business operations.
Therefore, it has become highly critical for industries to implement an effective system to ensure standardized hygiene practices to protect oneself and others from this pandemic.
Commenting on the partnership, Pankaj Duhan, Chief Marketing Officer, RB Health South Asia, said, “Even as the lockdown conditions get progressively eased, the Indian consumers concern on germs exposure and desire for protective measures remains very high. As India’s #1 trusted brand for germ protection, Dettol is pleased to partner with PVR for a safe return of the Indian families to a cutting-edge cinema viewing experience. Our aim is to partner meaningfully together with PVR to provide best in class Dettol germ protection – proven Dettol products to be used in expert vetted protocols so that the consumer is reassured and confident of a safe and hygienic viewing experience.”
Commenting on the partnership, Gautam Dutta, CEO, PVR Cinemas said, “We have spent the last few months brainstorming amongst ourselves and with the world leaders in our industry to come up with best and safest practices for our customers to return to the movies. Having left no stone unturned in ensuring their well-being across all levels, we are pleased to partner with Dettol to guarantee an even cleaner and safer viewing experience. We are positive that the people would enlist the same trust in us as they have in the past decades of our relationship with them.”
PVR Cinemas will implement stringent hygiene protocols, social distancing and food safety measures, along with minimal human contact across all touchpoints.
All employees will be undergoing health screening daily and fortnightly; and will be wearing PPE gear, face masks, gloves and face shields for extra protection.
Further, the entire premises undergo an EPA approved complete ULV sanitization process at regular intervals which helps in coating the surface with anti-microbial layers with electrostatic machines for up to thirty days.
Over 80 years, Dettol has been the trusted partner of health, for millions of mothers across the country, to protect their family by preventing illnesses and infections. In the ongoing battle to contain the spread of COVID-19, Dettol has been instrumental in driving behavior change and the adoption of recommended hygiene practice across India, the germ protection brand said in a statement.
“As a hygiene leader and No. 1 germ protection brand, Dettol continues to drive the organizational purpose and fight in action- to protect, heal, and nurture in the relentless pursuit of a cleaner, healthier world,”the company said.