Gautam Dutta, CEO of PVR Cinemas, said the company has seen a footfall of 12 million people even before the launch PVR Icon at Phoenix Mall in Mumbai. He said the company invested close to $7 million in the property. Dutta said the firm is seeing EBIDTA margins at over 20%. He said the company will launch next PVR Icon in Delhi and Bangalore soon. Dutta informed that PVR premium offerings like Icon, IMAX, 4DX contribute 10% to revenues.