MUMBAI: PVR Ltd. plans to have 500 screens by 2015 as it steps up plans to expand in smaller towns.

"Out of this, around 100 screens would be set up in smaller towns and cities," said PVR Ltd. chairman and managing director Ajay Bijli.

As part of this aggressive expansion strategy, the multiplex chain operator has launched its first PVR Talkies model in Madhya Pradesh. Soon after launching a four-screen multiplex at Jalandhar in Punjab, PVR Ltd. has launched its 3-screen multiplex, PVR Talkies, at Treasure Bazaar Mall in Ujjain in Madhya Pradesh.

With this launch, PVR has 173 screens in 40 cinemas across 24 cities in India.

The new multiplex is spread across an area of 27, 254 sq ft, with a capacity of 821 seats. Considering the needs and preferences of the inhabitants of Ujjain, PVR has promised to provide an "unmatched movie experience and hygienic environment with basic facilities" at attractive pricing ranging from Rs 50 to Rs 120.

Bijli said, "We are pleased to announce the launch of our first PVR Talkies model in Madhya Pradesh after our successful run as a mainstream cinema in Indore. The launch has been planned keeping in mind the growing needs of the discerning audience in tier II & III cities for a quality cinema viewing experience."