New Delhi: Lucknow’s iconic Sahu PVR has got a Mirzapur makeover. Ahead of the theatrical release of Mirzapur: The Movie, the popular cinema has temporarily changed its name to ‘MIRZAPVR’.
But Lucknow is not the only city getting this makeover. PVR INOX has rebranded select cinemas across India as ‘MIRZAPVR’ as part of a promotional campaign for the film. The takeover has been carried out in key cities including Mumbai, Hyderabad, Ahmedabad, Jaipur and Lucknow, while Delhi’s iconic Priya Cinema has also joined the campaign.
The campaign comes with the tagline “MIRZAPVR – Bhaukaal Ab Bade Parde Par”, turning the multiplex chain itself into a part of the film’s promotion. Instead of simply putting up posters or standees, PVR INOX has changed the identity of select cinemas, making the Mirzapur branding impossible to miss for moviegoers.
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Theatre branding
Mirzapur has spent years building a loyal fan base around characters such as Kaleen Bhaiya, Guddu Pandit and Munna Tripathi. Now, as the franchise moves from OTT to the big screen, the makers are trying to recreate that excitement outside the cinema screen as well.
This is not the first time PVR has used a film’s identity to transform its own branding. The chain had earlier partnered with RRR and temporarily adopted the name ‘PVRRR’ across several properties. This time, however, the wordplay with Mirzapur has resulted in the much more desi-sounding ‘MIRZAPVR’.
Presented by Amazon MGM Studios and Excel Entertainment, Mirzapur: The Movie is directed by Gurmmeet Singh and written by Puneet Krishna. The storyline, plot, universe and cast remain the same, but one of the biggest surprises is the arrival of Jitendra Kumar, popularly known as Jeetu Bhaiya from 2019 webseries Kota Factory. Ravi Kishan is also an addition to the cast. The film is produced by Excel Entertainment and is scheduled to release in theatres on 4 September 2026.
And this is not the only thing that the movie is doing new. Recently, Excel Entertainment and global music giant Universal Music Group, which already holds a stake in the production house, announced a new music label. This marks Farhan Akhtar’s first dedicated step into the independent music label space.
The first song, ‘Do Numbari’, from the soundtrack of Mirzapur: The Movie, is a high-energy track written and sung by Dhana Nyoliwala, who is officially making his Bollywood debut after establishing himself in the Haryanvi music industry.
(Edited by Ratan Priya)