India’s appetite for international cinema is no longer confined to niche, metro-centric audiences. That shift is at the heart of PVR INOX Ltd.’s decision to significantly scale up its Oscar Film Festival in 2026, positioning it as a national theatrical property rather than a limited cinephile event.

The upcoming edition will showcase 15 Oscar-nominated titles over a four-week window—from February 20 to March 18, 2026—across 23 cities and 58 cinemas, spanning both mainstream and luxury formats. The slate will include internationally recognised titles such as Sinners, Marty Supreme and One Battle After Another, all of which recorded strong theatrical traction during their initial runs in India. For the exhibitor, the expansion reflects changing audience behaviour, stronger commercial performance of international titles, and renewed confidence in theatrical viewing even as OTT platforms continue to grow.

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From niche curation to national play

PVR INOX’s association with the Academy Awards dates back years and has played a key role in shaping how award-winning global cinema is positioned in India. According to Aamer Bijli, Lead Specialist – Innovation, Film Marketing and Digital Programming at the company, the relationship evolved organically through long-term curation and collaboration with global studios.

“The Academy Awards are the most recognisable benchmark for cinematic excellence worldwide,” Bijli said during an exclusive interaction with Fortune India. “Audiences already want to watch these films. Our role has been to curate them thoughtfully and make them accessible in theatres.”

What began as a largely metro-driven initiative has gradually expanded in ambition and reach. This year’s edition marks the first time the festival will run for four weeks, signalling a shift from a limited engagement to a sustained programming window.

Data-led confidence

The business case for expansion is rooted in performance data from previous editions. PVR INOX has seen a consistent rise in occupancy as the festival progresses—from about 17–18% in the opening week to over 22% in the final week, when Oscar winners are showcased.

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“That kind of sustained growth is rare for catalogue content,” Bijli noted. “It tells us audiences are not only curious but willing to return to theatres for these films, even if they’ve already watched them earlier.”

Crucially, several international titles have delivered strong box office numbers during their initial Indian runs, prompting the company to push the festival beyond tier-one cities. Locations such as Indore, Kochi, Guwahati, Rourkela and Mysuru have been added based on demonstrated demand.

Eventising global cinema

As film festivals increasingly double up as cultural moments, PVR INOX is leaning into what it calls “event cinema.” The strategy involves expanding screenings beyond luxury properties, integrating brand partnerships, and creating immersive in-cinema experiences through food-and-beverage collaborations and on-ground engagement.

“The idea is to make festivals feel cinematic, not academic,” Bijli said. “Cinephiles cut across age, geography and demographics. If the content is compelling, the audience will come.”

This approach is particularly aimed at younger viewers whose exposure to global storytelling has widened through streaming platforms. For PVR INOX, OTT has not diluted theatrical relevance but expanded the funnel.

Theatre versus streaming: a cohabitation model

While OTT platforms continue to reshape viewing habits, PVR INOX believes theatrical validation remains critical for premium cinema. The company points to a sharp rise in international theatrical releases—from about 200–250 titles in 2022 to nearly double that number in 2024—as evidence of renewed studio confidence in cinemas.

“There is a clear cohabitation happening,” Bijli said. “OTT has increased content discovery, which in turn fuels demand for similar or bigger experiences on the big screen. Even for streaming platforms, theatrical performance has become a global benchmark for valuation.”

That said, challenges remain. Programming international festivals at scale requires balancing operational consistency with regional preferences, while ensuring that core commercial content is not disrupted. PVR INOX says careful screen allocation and city-level performance tracking have helped mitigate those risks.

A national, not niche, proposition

With 58 cinemas—39 mainstream and 19 luxury—participating this year, the Oscar Film Festival is now firmly positioned as a national property. For PVR INOX, it represents both a cultural play and a business lever at a time when exhibitors are seeking diversified revenue streams beyond tentpole releases.

“The Oscars are no longer just an awards night,” Bijli said. “They’re a cultural moment. And cinemas can be the third space—after the Academy and home viewing—where audiences come together to experience that moment.”

As India’s global cinema audience broadens, the success of initiatives like the Oscar Film Festival suggests that theatrical exhibition, far from being eclipsed by streaming, is finding new relevance through curation, scale and event-led storytelling.