Mumbai: PVR Cinemas has deployed a cinema-specific ion technology that claims to neutralise 99.9 per cent of airborne viruses. The negative ion generator devices are installed at key locations inside cinemas including the auditoriums where the guests spend the maximum time.

This is the only device designed for cinemas and has been successfully tested on SARS Covid-2 virus at ICMR recognised and Dubai Central labs, said PVR in a media statement on Tuesday. "It offers real-time air sterilisation by using non-chemical negative ION generator that discharges up to 100 trillion negative ions per cm3 / second providing a 360-degree protection," it added.

This new technology is part of PVR’s enhanced safety initiative ‘PVR Cares’ that ensures that cinemas are safe in every possible way for both guests and staff across every touchpoint in their cinema journey.

“The country has reached a sustained endemic state and audiences have resumed their big screen movie watching experience supported by a robust content pipeline. It is a very heart-warming development for us and goes to show that our patrons are satisfied with the safety measures adopted," said PVR Ltd CEO Gautam Dutta. "There is still a section of consumers who have stayed away from the big screen on the apprehensions of safety and deploying this technology helps us to address their concerns.’’