New Delhi, Sep 17 - They introduced the multiplex concept in India in 1997 and now when other players are increasingly entering the market, Sanjeev Bijli, joint managing director of PVR Ltd, maintains that competition does not bog them down as they always strive to do something different.

'Every industry has competition, similarly in our industry too, but we are not scared of it. I feel that our industry has relatively less competition. Hence, it is not very difficult to tackle it,' Bijli, who also looks after the distribution side of their film production arm, PVR Pictures, told IANS in an interview.

'There is plenty of room for everyone. Also, we have always believed in providing the best. Best of locations, quality and good customer service at all times,' he added.

After PVR, among others to have stepped into the industry are Big Cinema's, Satyam Cineplex, Adlabs Films, Inox Leisures, Fun Multiplex and Cinemax India.

In order to keep themselves ahead, PVR recently organised a same date Indian release of the film '9', an animated film produced by Tim Burton and directed by Shane Acker, Sep 9 to celebrate the 09.09.09 phenomenon.

Bijli specified that even though there are benefits of a same day release, it is not a cakewalk to get the ball rolling.

'It's tough to have a parallel release in India because India is not a prime market for English films, so a lot of convincing is required. Also when you want a same day release in India, you need prints, market material and other things in time. All these factors are very challenging and proper co-ordination is needed', he explained.

But at the same time he admits that they have been benefited by the effort.