27/03/2025
Can the Big Screen Save Lives?
At PVR INOX, we believe it can.
Imagine this: You’re in a packed cinema, immersed in a powerful story on screen. The emotions, the visuals, the sounds—everything captures your full attention. Now, what if that moment was used to nudge you toward safer choices?
That’s exactly what we are doing.
At the 1st Annual Convention of the Indian Road Safety Alliance (IRSA), Ms. Deepa Menon, Founder of PVR NEST & Sr. VP at PVR INOX, shared how we’ve turned the power of cinema into a life-saving behavioral intervention.
CineArt Steer to Safety—India’s largest road safety program, in collaboration with the Ministry of Road Transport and Highways and 15 coalition partners, has already educated 500,000 students, embedding road safety habits at a young age.
But the impact doesn’t stop there. Research shows that messages seen on the big screen are 8X more likely to be retained than those on other platforms. A well-crafted PSA before a film doesn’t just inform—it triggers a subconscious shift in behavior.
The proof? Our road safety campaigns, featuring prominent influencers, have reached 15.33 crore people in just one year. That’s not just awareness—it’s influence at scale.
With 150-200 million moviegoers annually, we’re not just screening films. We’re shaping mindsets, using behavioral nudges to create safer roads, one audience at a time.
Because at PVR INOX, we believe cinema is more than entertainment—it’s a movement.