MUMBAI: PVR Cinemas is investing Rs 660 million to convert its screens to digital and has partnered with Scrabble Entertainment for this.

While 89 screens have already been converted, the balance 73 screens will be converted within the next fortnight with an initial investment of Rs 210 million. Going forward with their expansion plans, all the future PVR properties will be 2K DCI Compliant.

"The size of the entire partnership for digital conversion until December 2012 would be approximately Rs 660 million," the company said.

Scrabble Entertainment Ltd. (SEL) has partnered with PVR Cinemas to convert all its screens to digital platform.

With the partnership in place, PVR Cinemas will have all its existing screens equipped with 2K Digital Systems. It will thereby be the first cinema exhibition circuit to achieve this feat in India.

Said Scrabble Entertainment Ltd. CEO Ranjit Thakur, "It is extremely encouraging to see the entire footprint of a leading theatre chain go digital. Being one of the biggest & best theater chains in India, this partnership is a major step for India going completely digital by 2014. It is great to partner with PVR Cinemas as both of us strive at giving our patrons the best movie-viewing experience."

PVR Cinemas Group President and CEO Pramod Arora elaborated, "The value, flexibility and quality that 2K digital provides is far beyond the differential cost difference when compared to any other digital platform in the country. The stellar image on screen substantially improves the overall viewing experience of the consumer. At PVR we have taken a conscious decision to always go with the best available technology from time to time."

UFO Moviez, India’s biggest digital cinema player, holds 52 per cent stake in Scrabble Entertainment. Scrabble’s ability to fund this deal is primarily due to this partnership with UFO.