How PVR INOX Elevated the Cinema Experience with Industry-First GenAI Conversational Commerce Solution

Overview

It’s thrilling to watch a movie - the screenplay, the characters, the plot - everything coming together in one compelling narrative. It is all the more immersive in a cinema theater with premium amenities and cutting-edge technology enhancing the cinematic experience. PVR INOX is one of them. It is India’s largest cinema chain with ~1800 screens, delivering an authentic theater experience for movie lovers across genres. It partnered with Jio Haptik to boost movie discovery and accessibility with a GenAI-powered WhatsApp solution.

Challenge

PVR INOX wanted to build on its legacy of being a pioneer in the entertainment industry through AI-powered innovation, blending convenience and personalization for the ultimate movie experience. It sought an always-on, conversational assistant on WhatsApp to serve its millions of audience.

• Ensuring advanced movie discovery and ticket booking through tailored, AI-driven conversations at scale was a top priority for PVR INOX.

• Not just restricted to movie ticket booking, the cinema exhibitor targeted key use cases like add-on meals, real-time FAQ support, agent chat, and more.

• PVR INOX wanted the solution to provide information about wheelchair-friendly shows, support movie enthusiasts in booking accessible seats, and confirm subtitle availability.

Solution

Through its collaboration with Jio Haptik, PVR INOX deployed ‘Movie Jockey (MJ)’, an AI-powered WhatsApp chatbot to engage movie enthusiasts and drive the end-to-end cinema experience. Movie Jockey is an industry-first conversational commerce solution powering digital transformation and fulfilling the core needs of cinema enthusiasts. Additionally, the MJ’s adaptive capabilities allow it to learn from user sessions in real-time and offer better responses.

• The GPT-driven MJ enables advanced movie discovery based on language, genre, and cinema format to help enthusiasts with finding something they’ll love. For example, users could input queries like “Show action/IMAX movies near me” and get personalized recommendations.

• MJ doesn’t stop with recommendations. It helps users to effortlessly book movie tickets of their favorite or latest flicks. Simply ask “Book Chhaava, Hindi, 2 tickets for tomorrow” and the bot will get it done.

• Moreover, it hyper-personalizes the user experience by enabling auto-seat selection, 3D or 2D format choices, and rich movie insights, including trailers, cast, runtime, and censor certification.

End Result

Movie Jockey represents a paradigm shift in customer engagement, combining the power of GenAI and WhatsApp to personalize the end-to-end movie experience. Moreover, with multilingual support in six languages (Hindi, English, Hinglish, Tamil, Telugu, and Kannada), the bot elevates the conversational experience and breaks the language barrier for regional audiences. PVR and Jio Haptik are working on integrating Passport Redemption, Voucher Redemption, and e-ticket cancellation among the use cases that’ll intuitively be handled by MJ.