PVR INOX This Week: Retro Vibes, Legacy Battles and AI Thrills Take Over

PVR INOX This Week: The late-January slate at PVR INOX brings a collision of high-octane patriotism, indie aestheticism, and tech-driven anxieties. From the roar of battle tanks to the quiet hum of folk recordings, this week’s programming underscores how diverse audiences are finding community in theaters—whether through mass-scale celebration or intimate emotional resonance.

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Mr. Aamer Bijli, Lead Specialist – Innovation, Film Marketing, and Digital Programming at PVR INOX Ltd, said,

“The upcoming slate highlights a fascinating shift in audience behavior where global aesthetic trends and local legacy stories are converging. Whether it’s the high-stakes debate around AI in thrillers like Mercy, the cross-generational pull of a legacy sequel like Border 2, or the 'indie-cool' appeal of films like Marty Supreme, today’s viewers are looking for more than just a movie. They are seeking cultural touchpoints that resonate with their digital-first lifestyles and personal values, making the cinema a vital hub for both nostalgic reflection and future-forward conversation.”

FILM BREAKDOWN & AUDIENCE BUZZ

MARTY SUPREME — Retro-style and Gen Z icons fuel a viral aesthetic wave

Directed by Josh Safdie and starring the cultural phenomenon Timothée Chalamet alongside Gwyneth Paltrow and Tyler, the Creator, Marty Supreme is a high-tempo sports comedy that dives into the 1950s professional ping pong subculture. The film follows Marty Mauser, a hustler and aspiring champion navigating a world of eccentric personalities and high stakes.

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Social media is already ablaze with the film’s distinctive visual flair, with "ping pong core" trending on Instagram as younger audiences replicate Chalamet’s retro 50s look. The casting of music icon Tyler, the Creator has widened the film's reach, bridging the gap between cinephiles and music fans who are treating the theatrical release as a fashion and cultural event.

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CHATHA PACHA — Regional rootedness meets action-comedy chaos

Releasing on January 22, Chatha Pacha: The Ring of Rowdies brings the vibrant energy of Fort Kochi to the big screen. Directed by Adhvaith Nayar, the Malayalam film stars Roshan Mathew and Arjun Ashokan as a group of misfits who form a wrestling club, only to find their local rivalries spiraling into bigger, more hilarious challenges.

Early buzz suggests the film is resonating strongly with youth groups who see their own friendships reflected in the "gang of boys" dynamic. The mix of wrestling action and grounded humor is generating strong pre-booking interest, particularly in South Indian markets where the "local flavor" narrative continues to outperform generic blockbusters.

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PRIMATE — The "Creature Feature" returns to test audience nerves

Horror finds a primal edge in Primate, directed by Johannes Roberts. The film creates a claustrophobic nightmare when a family’s tropical vacation is upended by their adopted chimpanzee, Ben, who contracts a virus and turns violently against them.

Early online chatter suggests a growing appetite for the film’s intense, high-stakes atmosphere. Horror enthusiasts are positioning the release as a perfect communal experience, drawing in thrill-seekers who are eager to witness the suspense and adrenaline of a survival thriller on the big screen.

BORDER 2 — A legacy sequel ignites cross-generational patriotism

Arriving nearly three decades after the original defined war cinema for a generation, Border 2 hits theaters on January 23 with massive anticipation. Directed by Anurag Singh, the film sees Sunny Deol return to lead a new battalion including Varun Dhawan, Diljit Dosanjh, and Ahan Shetty in a narrative based on the 1971 Indo-Pak war.

The release has sparked a wave of nostalgia, with families planning large group outings where parents introduce the legacy of the original to younger viewers. The track "Ghar Kab Aaoge" is once again dominating airwaves, serving as an emotional bridge that unites the mass audience in a shared sentiment of national pride and cinematic heritage.

THE HISTORY OF SOUND — "Sad Boy Cinema" finds its aesthetic peak”

For audiences seeking emotional depth over spectacle, History of Sound offers a tender, heart-wrenching alternative. Directed by Oliver Hermanus and starring Paul Mescal and Josh O’Connor, the film follows two men during WWI who fall in love while traveling rural America to record folk songs.

The film has cultivated a dedicated online following dubbed the "Sad Boy Cinema" demographic, with fans dissecting the chemistry between Mescal and O’Connor. The film’s focus on intimacy, folk music, and longing has made it a focal point for art-house crowds and younger viewers drawn to the "cottagecore" aesthetic and tragic romance narratives.

MERCY — Tech-anxiety thriller taps into the AI debate

Starring Chris Pratt and Rebecca Ferguson, Mercy is a sci-fi thriller set in a near-future where a detective accused of murder has just 90 minutes to prove his innocence to an AI judge.

The film’s premise has sparked heated debates on platforms like X regarding the role of Artificial Intelligence in justice, making the movie a relevant cultural touchpoint. Audiences are intrigued by seeing Pratt in a high-stakes, race-against-time role, while the visual spectacle of the futuristic courtroom is driving interest in premium large formats.

At PVR INOX, this week’s lineup highlights the cinema’s enduring role as a unifying force for diverse communities. From the collective roar of patriotic pride to the shared tension of high-stakes thrillers and the quiet resonance of indie storytelling, this slate reaffirms the theatre as the ultimate destination for experiencing culture together.

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