National, 11 September 2025 – PVR INOX, India’s largest and most premium cinema exhibitor, today announced a strategic partnership with ITW Universe, one of the world’s leading sports, entertainment, media, and lifestyle consulting firms and Asian Cricket Council (ACC), to bring the thrill of the Asia Cup 2025 India matches to the big screen. The collaboration will allow fans to experience the excitement of live cricket in the immersive environment of cinemas.
As part of the association, PVR INOX will showcase key fixtures, starting with the much-anticipated clash between India and Pakistan on 14th September 2025, across more than 200 screens nationwide.
Upcoming Fixtures to be Screened:
- 14th September 2025 – India vs Pakistan
- 19th September 2025 – India vs Oman
- 20th – 26th September 2025 – Super Four
- 28th September 2025 – Finals
Commenting on the collaboration, Mr. Aamer Bijli, Lead Specialist – Innovation, Film Marketing & Digital Programming said: “We are thrilled to collaborate with ITW Universe to bring the Asia Cup 2025 to our cinemas. Cricket in India is more than a sport—it’s an emotion. By showcasing these highly anticipated matches on the big screen, we aim to create an unmatched community viewing experience for fans. This initiative reinforces our commitment to positioning PVR INOX cinemas as experiential destinations, going beyond movies to deliver unforgettable shared moments.”.
Speaking on this association, Bhairav Shanth, Co-Founder, ITW Universe, said, “The Asia Cup represents the pinnacle of Asian cricketing rivalry and emotion. Teaming up with PVR INOX, we’re thrilled to help fans experience India’s matches in a way that’s larger than life and deeply immersive. ITW Universe believes in next-generation sports experiences, and watching the tournament on the big screen takes engagement to a new dimension, driving community, energy, and unforgettable impact all across India. We thank the Asian Cricket Council for awarding ITW the public screening rights for this event.”
Commenting on the partnership, Thusith Perera, GM – Finance and Ops at ACC said, ‘’At the Asian Cricket Council, our vision has always been to expand the reach and engagement of cricket across the continent. Innovative collaborations like this, bringing live Asia Cup matches into nationwide cinema halls, exemplify ACC’s commitment to making cricket more inclusive and accessible. We are delighted to see fans come together for these shared moments in partnership with PVR INOX and ITW Universe, elevating the Asia Cup experience to new heights.”
This initiative is part of PVR INOX’s larger vision to redefine cinema as an immersive community hub rather than just a space for movie viewing.
The company has been steadily expanding its alternate content strategy, which includes screenings of live sports, concerts, cultural events, and gaming tournaments. With this, PVR INOX aims to diversify its offerings, engage wider audiences, and make cinemas vibrant spaces for shared experiences. The Asia Cup 2025 is organized by the Asian Cricket Council FZ-LLC, the premier governing body for cricket in Asia
Tickets for the screenings will go live on Thursday, 11th September 2025. With the Asia Cup partnership, PVR INOX continues to innovate by blending the thrill of sports with the magic of cinema.