HELLO! India Exclusive: Aamer Bijli on how he's rescripting the big-screen spectacle

When Dhoom 2 hit the screens in 2006, an eight-year-old boy found himself hooked to the spectacle of cinema. So much so that he subconsciously began to aspire for a career in the movies, albeit not as an actor. The same young mind — and one prodigious set of theatres — leads much of the pageantry around cinema in India today. Once enthralled by the magic of the big screen, Aamer Bijli steers this strategic evolution as Lead - Marketing and Innovation at PVR INOX.

While he joined the group under the guidance of his father Ajay, who founded the company, and his uncle Sanjeev, the brand’s Executive Director, Aamer harnessed his creative energy into upgrading the movie-going experience. “While Abhishek Bachchan and Hrithik Roshan zipped around on superbikes, I munched on my popcorn, sitting in the back row of PVR Priya [in Delhi], gaping wide-eyed at the wondrous world that came alive on the giant screen!” he recalls.

THE ROAD TO CELLULOID

Captivated by the medium, Aamer trained his mind to delve into the technical details a film incorporates in every frame, scene, and moment. “I try to make ‘going to the cinema’ an exhilarating experience, beyond simply ‘watching a film,’” says the young achiever, who grew up playing in his dad’s workplace. “I spent many afternoons there after school and often heard him and uncle discussing the business of movies.” Unsurprisingly, conversations at home were also centred around cinema, audiences, theatres, and entertainment, carving a natural path for Aamer’s future. “Going to the theatres as a kid felt like a complete event. Those early cinema sojourns shaped my emotional connection with the big-screen experience. I also got to closely see how our business evolved over the years and how involved people are with movies.”

THE BUSINESS OF CINEMA

Despite a childhood steeped in the industry, Aamer never felt pressured into joining the family trade. Instead, he maintains that it stemmed from a “genuine love of the space.” “I find it extremely exciting that entertainment evolves every few years with changing consumer behaviour. Today, audiences don’t just want to watch a movie; they want a complete experience. “Whether it’s through premium formats, better food experiences, alternative programming, or even the overall vibe and design of our properties, the idea is to create spaces where people truly enjoy spending time.”

SHIFTING PERCEPTIONS

Another motivating trend the young Bijli has noticed is changing consumption patterns and ensuring that the movie going experience keeps up. “The biggest shift for PVR INOX has been towards curation. Earlier, there was this perception that only commercial films would work theatrically, but audiences today are far more open,” he explains. “We’re seeing people connect with international films, anime, independent cinema, and alternative content.”

This shift widens the scope of what he wants to bring to the table ultimately. “We understand audience preferences through data and then create a premium theatrical experience around that content. When meaningful cinema is presented the right way, audiences show up for it."

A CINEPHILE AT HEART

If his enthusiasm during our chat is any indication, Aamer is a through-and-through movie buff, an admirer of everything from Hindi blockbusters, to global cinema as well as anime. Sergio Leone’s The Good, the Bad and the Ugly is his all-time favourite. “While I enjoy films that feel immersive and emotionally engaging, I’m always game for discovering different storytelling styles and perspectives from across the world. For instance, Michael — the last film I watched — had this incredible energy and audience engagement. That’s something you can truly feel only in a theatre environment.”

EVOLVING INDIAN MOVIES

Aamer believes there’s much curiosity around Indian storytelling today and the diversity we bring — a welcome change from the times when international recognition felt niche. “We have the talent, the stories, and the ambition. It’s now about creating stronger visibility and wider global distribution.” That said, audiences today reward originality and authenticity. “Look at how films like Chhaava, Kantara, and Dhurandhar performed. They connected with moviegoers because they felt rooted, emotionally honest, and creatively confident. Strong storytelling finds audiences these days, which is an exciting phase for us."

FILMS, FOOD & FAMILY

Ajay Bijli deviated far from his family’s transport business in Amritsar when he founded PVR in 1995. It was his hard work that instilled in Aamer “the confidence to take a punt at what I’m passionate about.” This brings us to Wingwala, his newly launched brand of fried chicken built from his love for the snack he indulged in while studying business administration in the University of Southern California. With films and food forming the core of his interests, Aamer’s favourite stress buster is time spent around nature. And it’s family that keeps him motivated — his parents, uncle, and sisters Niharika and Nayana. “Their growth trajectory truly keeps me going!”

This story was featured in the Vol 1. Issue 9 of HELLO! India. For more exclusive stories, subscribe to the magazine here.