Going out to watch movie has to be made more experiential & ICE helps: Ajay Bijli
“It has only been nine months since we opened and the south, in any case, has gone beyond pre-pandemic levels. The north, west, east is about 60% to 70% of pre-pandemic levels. Earlier, content was not being made. Now content is getting made full-fledged so there is much commitment from the film fraternity and appetite among people to go out and watch movies.”