MUMBAI: PVR Cinemas has appointed Dharmesh Datta as vice president for its alternate content vertical. He commenced his new role from 23 June 2014 and will be based out of Mumbai.

Datta brings with him an experience of over 16 years, having worked in organisations such as Wizcraft International Entertainment, Lintas India, The Times of India Group, Network18 (TV18 Group) and Endemol India. At PVR, he will focus on developing and executing a strategy to stimulate ‘event cinema’ i.e. alternate content initiative.

PVR Pictures President Kamal Gianchandani said, “We are pleased to welcome Dharmesh to the PVR family. His extensive experience in serving large businesses, building properties and consumer insights will be invaluable as we aim to take a step further and go beyond movies to showcase other forms of compelling content at our cinemas. Dharmesh adds the necessary leadership and depth, as we continue to explore new and more meaningful ways to engage our patrons.”

PVR Pictures vice president alternate content Dharmesh Datta said, “I am very excited to be a part of the largest multiplex chain in India. PVR is the most respected name in the film exhibition industry and is known for bringing world acclaimed cinematic content to its viewers in the country. Designing a strategy to monetise alternate revenue streams and building on differentiated properties for PVR will definitely be an exciting proposition for me.”