Mirzapur Movie Rebrands PVR INOX Theatres as MIRZAPVR

In an aggressive marketing push for the upcoming feature film adaptation of Mirzapur, multiplex giant PVR INOX has partnered with producers Excel Entertainment and Amazon MGM Studios to temporarily rename key venue locations.

Under the promotional initiative announced on August 14, 2026, designated cinema halls across the country will undergo a visual redesign under the brand identity 'MIRZAPVR.' According to reporting by Bollywood Hungama, the branding push is centered around the slogan 'MIRZAPVR — Bhaukaal Ab Bade Parde Par,' signaling the franchise's transition from digital streaming screens to the big screen ahead of its scheduled September release.

The theatrical takeover aims to capitalize on the massive cultural footprint established by the original crime drama series. Studio executives view the alliance as an opportunity to deliver bespoke, real-world experiences to dedicated fans while driving footfall into multiplexes.

Niharika Bijli, Lead Strategist at PVR INOX Limited, emphasized that the collaboration goes beyond standard film distribution, aiming instead to turn the theatrical debut into a shared cultural event for moviegoers. Meanwhile, leadership from Excel Entertainment noted that the campaign reflects the audience's deep emotional connection with the franchise's characters and lore built over multiple seasons.