PVR Cinemas 2014

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Indian Institute Of Management (IIM)

Lucknow

MARKETING PROJECT

ON

EMERGENCE OF PVR IN INDIA

Syndicate -3 (DGMP - 13)

XXXX

XXXX

XXXX

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Introduction

1. In the literal sense, a multiplex can be defined as a single complex with multiple

screens. They are built in specifically-designed buildings and as per its capacity, it can

accommodate numerous people.

Origins around the world

2. In December 1947, Nat Taylor, and operator of a theatre called Elgin Theatre in

Ottawa, Canada, opened a smaller second theater named "Little Elgin", right next door to his

first theater. However, it was only in 1957 that he started to run different movies in each

theater. Later in 1962, he opened dual-screen theaters in Montreal and then in 1964, in

Ontario. In Apr 79, he opened an 18-screen multiplex under one roof in Toronto's Eaton

Centre. Later in Dec 96, AMC Ontario Mills 30, opened a 30-screen theater in California that

became the theater with the largest number of screens in the world. Today, Kinepolis Madrid

in Spain is the world's largest cinema complex with 25 screens and a total seating capacity

of 9,200.

Early Years of Multiplex Cinema in India

3. Movie-exhibition till the mid-90s was dominated predominantly by the single screen

halls. Also, the surge of customers to watch movies was mostly during holidays, on weekends

or around festivals. In India, the multiplex culture started to bloom in the mid-90s. It enticed

the customers with not only the prospect of upgrading the concept of watching movies but

transformed it into a whole new experience.

History of PVR Cinemas

4. During this time, in 1997, the Bijli family, a distributor of Hollywood films in India,

thought of starting the multiplex business. The company came into existence with a joint

venture between Priya Exhibitors and Village Roadshow, an Australia-based company

that is one the largest exhibition companies in the world, with more than 1,000 screens under

operation. This joint venture led to the formation of Priya Village Roadshow. The

Company was incorporated on 26 Apr 95 under the Companies Act as "Priya Village

Roadshow Limited" and obtained a certificate of commencement of business on 04 Dec 95.
http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/India

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5. In 1997, with the help of Village Roadshows international experience, the company

launched Indias first multiplex, PVR Anupam in Saket, New Delhi. Furthermore, it also

introduced computerised box office operations by selling computerised tickets, for the first

time, at PVR Anupam. This cultural change in movie-viewing was a grand hit. As a result,

after the success of PVR Anupam, the company opened a single-screen cinema, PVR Priya at

Vasant Vihar, New Delhi in Jan 2000. Thereafter, in Aug 01 it opened PVR Naraina and inNov 01, PVR Vikaspuri, both again in New Delhi. In May 03, the company opened a seven-

screen multiplex, PVR Gurgaon in Gurgaon followed by PVR Plaza, a single-screen cinema

with a heritage ambience at Connaught Place, New Delhi, in May 04. Thereafter, it launched

PVR Bangalore in Nov 04, which became the then-largest multiplex in India.

6. In Nov 02, Village Roadshow sold its entire stakes to Priya Exhibitors. Consequent to

the exit of Village Roadshow Limited from the Company, the company changed its name

from "Priya Village Roadshow Limited" to "PVR Limited". It also changed its registered

office within the same state from 50, West Regal Building, Connaught Place, New Delhi 110

001 to 61, Basant Lok, Vasant Vihar, New Delhi 110 057. The change in registered office

was approved by a resolution of their Board on 05 Aug 05.

General Market Conditions

7. Since the advent of PVR, the dynamics of the entertainment industry completelychanged. Today, the audience for traditional cinema hall-viewing has reduced considerably.

The multiplexes are not just considered as a place for watching movies, but also as a place for

family outings. This is because of the fact that they offer a complete package which include

movies, shopping, eating out, gaming parlours, etc.

8. As a result, some of the traditional cinema hall operators have had to transform

themselves into multiplexes. Moreover, seeing the lucrativeness of the business, many new

players have joined the market. Indian cinema chains such as INOX, SPI Cinemas,

CineMAX, Adlabs, Satyam Cineplexes, etc. have also opened their screens all over India.

Moreover, these multiplexes have grown through the lengths and breadths of our country,

even making inroads into our tier-II and tier-III cities, which now account for about 70% of a

films total box-office collection. Today, Asiaslargest multiplex stands at Chennai which is

a 16-screen multiplex Mayajaal.
http://en.wikipedia.org/wiki/INOX_Leisure_Limitedhttp://en.wikipedia.org/wiki/SPI_Cinemashttp://en.wikipedia.org/wiki/CineMAXhttp://en.wikipedia.org/wiki/Satyam_Cineplexeshttp://en.wikipedia.org/wiki/Mayajaalhttp://en.wikipedia.org/wiki/Mayajaalhttp://en.wikipedia.org/wiki/Mayajaalhttp://en.wikipedia.org/wiki/Satyam_Cineplexeshttp://en.wikipedia.org/wiki/CineMAXhttp://en.wikipedia.org/wiki/SPI_Cinemashttp://en.wikipedia.org/wiki/INOX_Leisure_Limited

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9. Moreover, numerous international groups have also ventured into this business.

Foreign entertainment giants like Time Warner and Megabox are in talks with Indian real

estate developers such as DLF Group, Raheja Group, etc. to set up chains of multiplexes

across the country.

10. As on today, multiplexes account for only 25% of the total number of screens in the

country, with a low screen density of 8 screens per million in comparison with 117 per

million in the US. However, in 2013, approximately 150-200 screens were added, with the

major chunk of growth coming from expansion of multiplexes in tier-II and III cities. Hence,

unlike the developed countries, there is a lot of scope in India to significantly increase the

number of multiplexes without causing an over-supply of screens.

PVRs Market Performance

11. PVR Anupam changed the Indian movie-watching landscape. At present, PVR is

Indias largest cinema chain. Its geographically diverse cinema circuit presently, consists of

444 screens in 101 locations across 43 Indian cities. It includes having screens in Delhi,

Faridabad, Gurgaon, Ludhiana, Jalandhar, Ghaziabad, Mumbai, Kolkata, Bangalore,

Hyderabad, Chennai, Lucknow, Indore, Aurangabad, Allahabad, Ahmedabad, Udaipur,

Chandigarh, Surat, Nagpur, Raipur, to name a few. Further, it plans to invest Rs. 250 crores

to add 100 new screens in this financial year and has set a target of reaching 1,000 screens by

the year 2017-18. One of PVR's most ambitious projects till date is the 15-screen 'Superplex'

in Noida which is estimated to cost about Rs. 50 crores and it is expected to be operational by

Mar 15.

12. At present, PVR Ltd. holds an impressive 25% of the market share. Its percentage of

revenue share is about 20-22% in respect of Bollywood and 30-35% in respect of Hollywood

box office collection.

Other Ventures

13. In its years of operation, PVR has been the first to initiate many path-breaking

innovations in the entertainment industry from launching the countrys largest multiplex in

Bangalore in 2004 to introducing Gold Class Cinema. In addition, the company also started

operating other businesses through its subsidiaries, such as providing content, film

distribution and opening entertainment zones. A brief outline of these subsidiary business

ventures is as follows:-

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(a) Distribution. Besides cinema exhibition, the company has been

actively involved in film distribution. PVR Pictures is the film production and

distribution arm of PVR Group. Since 2001, the company has distributed over 200

english movies, over 100 hindi movies and nearly 25 regional language movies. PVR

Pictures film production debut came in the year 2007 with 'Taare Zameen Par' &

'Jaane Tu Ya Jaane Na'. Thereafter, it has distributed Hollywood films like TheAviator, Mission: Impossible III, Kill Bill The Hurt Locker, The Twilight

Sagaand Chicagoand Bollywood films, including blockbusters such as Ghajini,

Golmaal Returns, All The Best, Don', Sarkar RajandOmkara.

(b) Retail. CR Retail Malls (India), a subsidiary of the company

is engaged in the business of retailing and creating an entertainment destination in

Mumbai.

(c) Entertainment Zone. The company has entered in a joint

venture with Major Cineplex Group, Thailands largest cinema chain operator to

form PVR Blu O Entertainment Ltd. (PBEL), which is a premier leisure and

entertainment destination. This joint venture has set up and is operating bowling

alleys, karaoke centers and ice-skating rings across India. Presently, the company

operates Indias largest bowling alley center in Ambience Mall, Gurgaon.

(d) CSR Programmes. The company also conducts Corporate Social

Responsibility Programmes through PVR Nest that is engaged in upliftment of

street children through various initiatives. PVR Nest was set up in 2006, with the

belief that a corporate should take lead in addressing the problems that afflicts the

community it operates in. PVR Nest has, therefore, undertaken many initiatives for

the benefits of disadvantaged children from the areas, in and around PVR complexes.

PVR Nest works collectively with the market associations, government bodies and

members from the local community for bettering the social conditions of the areassurrounding PVR, in an endeavour to provide a clean and healthy environment to the

people visiting PVR.
http://en.wikipedia.org/wiki/Taare_Zameen_Parhttp://en.wikipedia.org/wiki/Jaane_Tu_Ya_Jaane_Nahttp://en.wikipedia.org/wiki/The_Aviator_(2004_film)http://en.wikipedia.org/wiki/The_Aviator_(2004_film)http://en.wikipedia.org/wiki/The_Aviator_(2004_film)http://en.wikipedia.org/wiki/The_Aviator_(2004_film)http://en.wikipedia.org/wiki/Mission:_Impossible_IIIhttp://en.wikipedia.org/wiki/Mission:_Impossible_IIIhttp://en.wikipedia.org/wiki/Mission:_Impossible_IIIhttp://en.wikipedia.org/wiki/Kill_Billhttp://en.wikipedia.org/wiki/Kill_Billhttp://en.wikipedia.org/wiki/Kill_Billhttp://en.wikipedia.org/wiki/The_Hurt_Lockerhttp://en.wikipedia.org/wiki/The_Hurt_Lockerhttp://en.wikipedia.org/wiki/The_Hurt_Lockerhttp://en.wikipedia.org/wiki/The_Twilight_Sagahttp://en.wikipedia.org/wiki/The_Twilight_Sagahttp://en.wikipedia.org/wiki/The_Twilight_Sagahttp://en.wikipedia.org/wiki/The_Twilight_Sagahttp://en.wikipedia.org/wiki/Chicago_(2002_film)http://en.wikipedia.org/wiki/Chicago_(2002_film)http://en.wikipedia.org/wiki/Chicago_(2002_film)http://en.wikipedia.org/wiki/Ghajini_(2008_film)http://en.wikipedia.org/wiki/Ghajini_(2008_film)http://en.wikipedia.org/wiki/Ghajini_(2008_film)http://en.wikipedia.org/wiki/Golmaal_Returnshttp://en.wikipedia.org/wiki/Golmaal_Returnshttp://en.wikipedia.org/wiki/Golmaal_Returnshttp://en.wikipedia.org/wiki/All_the_Best:_Fun_Beginshttp://en.wikipedia.org/wiki/All_the_Best:_Fun_Beginshttp://en.wikipedia.org/wiki/All_the_Best:_Fun_Beginshttp://en.wikipedia.org/wiki/Don:_The_Chase_Begins_Againhttp://en.wikipedia.org/wiki/Don:_The_Chase_Begins_Againhttp://en.wikipedia.org/wiki/Don:_The_Chase_Begins_Againhttp://en.wikipedia.org/wiki/Sarkar_Rajhttp://en.wikipedia.org/wiki/Sarkar_Rajhttp://en.wikipedia.org/wiki/Sarkar_Rajhttp://en.wikipedia.org/wiki/Omkarahttp://en.wikipedia.org/wiki/Omkarahttp://en.wikipedia.org/wiki/Omkarahttp://en.wikipedia.org/wiki/Omkarahttp://en.wikipedia.org/wiki/Sarkar_Rajhttp://en.wikipedia.org/wiki/Don:_The_Chase_Begins_Againhttp://en.wikipedia.org/wiki/All_the_Best:_Fun_Beginshttp://en.wikipedia.org/wiki/Golmaal_Returnshttp://en.wikipedia.org/wiki/Ghajini_(2008_film)http://en.wikipedia.org/wiki/Chicago_(2002_film)http://en.wikipedia.org/wiki/The_Twilight_Sagahttp://en.wikipedia.org/wiki/The_Twilight_Sagahttp://en.wikipedia.org/wiki/The_Hurt_Lockerhttp://en.wikipedia.org/wiki/Kill_Billhttp://en.wikipedia.org/wiki/Mission:_Impossible_IIIhttp://en.wikipedia.org/wiki/The_Aviator_(2004_film)http://en.wikipedia.org/wiki/The_Aviator_(2004_film)http://en.wikipedia.org/wiki/Jaane_Tu_Ya_Jaane_Nahttp://en.wikipedia.org/wiki/Taare_Zameen_Par

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vir twG

14. The biggest market of moviegoers in the world, the largest pipeline of content, or

movies; and most importantly, the lowest penetration of multi-screen exhibition complexes,

or multiplexes, in the world. The industry is likely to witness steady growth in the coming

years whichwill allow all the big players to expand: -

(a) nA Aha A rba AhbA A c caAr b aA d aArAi AraA

rrha .

() adba rbiach hcaAi.

(h) miaAr a bb.

(r) sAaAA a A b hAa.

() Aha A c A b cic iar Ar .

yKPlayers of Indian Multiplex Industry

15. Inox Leisure

(a) Consistent performer.

)( Impressive capacity ramp-up over the last b a.

)h( Top 25cites - compelling growth stories.

(r) oA bacquisitionb a CAa c h b 6 aA2011, aAr

aArAi b a CAa a Ab A 2013 ,Inox's screen count in the country

has increased to 358 screens, across 91 multiplexes and 50 cities. ) ni 2014m(

16. Big Cinemas

(a) Integratedlayon the Media & Entertainment Sector

(b) Expansion through acquisitions

(c) Future Plans

() Film Processing - Leader controlling 70% of market

() Film Production & Distribution-Indian Multiplex Industry

(d) Big Cinemas currently operates 280 screens in India. It also operates 151

screens in the US market.(TA 2014 s)

(e) Reliance Media Wokis expanding the base of its multiplex arm Big

Cinemas by adding up to 50 screens in southern and eastern regions within a year.

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17. Cinemax

(a) Cinemax Indiais one of the smalle multiplex exhibitors.

() 56screens across 19properties.

(h) Majority of the screens concentrated in the Mumbai territory.

(r)

Predominant presence in the Western region

() The largest exhibitor in the Mumbai territory with a 35% share of the

multiplex screens in Mumbai.

() Reliance Media Wokis expanding the base of its multiplex arm Big

Cinemas by adding up to 50 screens in southern and eastern regions within a year.

18. Fun Cinemas

(a) Fun Cinemas is a cinema chain in India based in Mumbai owned by the Essel

Group and promoted by E-City Ventures.

() The company operates with the brand name Fun Cinemas (the premium

brand) and Talkie Town (the value brand) for all theatrical presence and

cinema activity and Fun Gaming, for all game-based leisure options.

(h) Fun Cinemas operates 22 multiplexes with 81 screens across 17 Cities in

India,currently(r) Fun Cinemas caters to the premium segment and promises facilities such as

service-on-seats, online booking, and a loyalty program.

19. stlptG

a. CAb fourth largest hbaAin the world with over 230 theaters,

3,000 screens,ahb 9hbA.

. CAb a ad A AaA A Ara. sAr A2009 aAr Ab ba79

hA ahb15 h.

h. Cinepolis Megaplex in Pune ca15 screens.

r. Cinepolis ca aar impressed the industry by its differentiated product.is

known to be fussy about every little detail:

() Imported seats and wider eg space.

()big screen size.

() a special coating on the 3D screen that makes it easier on the eye aAr

better 3D glasses.

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(d) Cinepolis auditoriums typically have about 10 percent fewer seats

compared to its peers so that there is enough space for food to be served at the

seat.

() Digital from its very first screen.

() Acbic, the average cost of developing a Cinepolis screen is about Rs 2.5 to Rs

3.5 crore, much higher than the industry average of about Rs 2 crore,c ab a

ibbr.

)i( gnTitlTtier two and three cities. Most of the metro markets

saturated. Margins are better in smaller cities as rental costs are much lower.PVR aAr

CAb bc a Ab aiAi b aAr c h. In the rush to scale up

and sign up new properties, Cinepolis and PVR are increasingly running into each

other. While PVR plans to reach 500 screens by 2015, Cinepolis wants to reach the

same mark a year later.

sPpititw pGtitl e moC

20. c hbd bbA b PVR d a d Ar a aAr a bb: -

(a) PVR ca c AaA ardaAai A c Ar b Ara . is

acknowledged as the pioneer of themultiplex revolutionin India and seen as a frontrunner.

PVR hbAhr A c exhibition industry, which is ccore offering aAr a b

aAaA ca bbA.

() PVR is assiduously crafting a strategy to scale up its exhibition business. It is

working with mall developers to acquire key anchor positions. The PVR team believes that

getting the retail mix right is critical to survival. eAi cretail footprint right in the

multiplex business brings better quality consumers - people who need entertainment options

and also have the ability to spend more .PVR was consistent in its approach to mall

development. They almost never invest in projects where the mall owner's objective is merely

to build a property and offload it to buyers. They want to partner with developers who have a

long-term view on retail development. It is perhaps this well thought out game plan that has

allowed PVR to carve out a distinctive identity. PVR A aaAh c a a

rdb chcenables PVR to bid for larger space in malls where c aA run food

courts and fine dining restaurants independently. Partnerships of this kind have helped PVR

offer a wide range of entertainment options.

(h)

The company has firmed up plans to go one up on its premium PVR Gold service

with a new ultra-premium offering Director's Cuttargeted at the cream of his customers .
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will add fine dining and bar options to its exhibition business. The ticket is a steep Rs 1,000

but offers a complete entertainment package to consumers who want to spend on an evening

out. a customer, while watching the movie, can order food from a digital menu in a

customised luxury chair.

(r)

PVR has also been exploiting its prime locations across urban India to garneradvertising revenue, and intends to scale up this business further. It has successfully managed

to offer its properties to marketers who want to tap into a captive audience. care able to

offer cclients an array of solutions, and partner with them on their marketing and media

plans . The company clocked revenues of Rs 50 crore in 2009/10 from advertisers . he

cinema advertising industry is worth Rs 200 crore and PVR has a dominant 25 per cent share

of this business.

() Unlike peers, PVR has stayed away from mindless expansion and focussed on

profitability and building his PVR brand.

() Higher average ticket price and tight operations ca cr b k PVRs margins

better and its debt-leverage is lower.

(i) PVR has pared down his loss-making film production business ,b rh k. c

a bhAi bA c A.

(c) Unlike peers, PVR has stayed away from mindless expansion and focussed on

profitability and building his PVR brand.

() PVR hcar CAa A69.27percent stake from Cinemax's founders A Abd

2012. c a a ab ahbA chc bbk c ba hA hbA b PVR babout 350

screens after the deal, compared with a little more than 200 a.)Nbd 2012(

(k) PVR Ab cAkAi b Ai entertainment theme parks - which will include

multiplexes - to further help their core business b come out a winner.

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Research Plan

21. A descriptive research design was adopted to examine the consumer buying

behaviour and brand perception of consumers in multiplexes. The research involved

gathering secondary data as well as primary data. For the said purpose, consumer survey was

found to be best suited to gather initial data from the market. Following are the multiplexes

were surveyed:-

(a) PVR at Phoenix Mall

(b) FUN at Fun Mall

(c) Wave at Wave Mall

(d) Inox

22. Consumers decide the brands of any multiplexes and they are different to each

other on various aspects. Hence consumer is the one who constitute the market and are the

target of the businesses. Without the knowledge of consumer buying behaviour i.e.

Consumers spending habits and perception about the multiplexes, cannot increase the footfall

and conversion ratio in multiplexes. Hence, a consumer survey was done to know their wants,

purchasing power, and buying habits in multiplexes.

Research Instrument23. For our market research, a questionnaire was structured for both consumer

buying behaviour and the for the consumer brand perception. Close ended questionnaire was

put to the customers (Refer Annexure- I ). It had a set of option and the respondent had to

make a choice among them.

The questionnaire has the undermentioned dimensions:-

(a) Demographics of the respondent i.e. age, qualification and marital

status

(b) Behaviour of visiting Multiplexes such as time of the day,

(c) Ease of getting ticket,

(d) Quality of digital experience etc.

(e) Factors affecting selection of Multiplexes

(f) Comparisons between Multiplexes on various parameters such as :-

(i) Service

(ii)Speed

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(iii)Price

(iv)Hygiene

(v)Seating space

(vi)Food taste

(vii) Variety

(viii) Ambience etc.(g) Media for source of information for Multiplexes

(h) Provision of information sharing on various items such as:-

(i)Nutrition,

(ii)Hygiene conditions etc.

Sample SizeINOX 10

PVR 10

Wave 10

Fun 10

Total 40

Sample Procedure

25. Non-probability Convenience Sample was adopted i.e. the most accessible

members of the population or random selection of the consumers. The best-suited method for

this kind of survey is Personal Interview while the consumers were shopping. Through this

method of conducting research more questions can be asked and it helps in collecting

additional information, which may be useful for the company.

Limitations of the Study

(a)Due to constraint of time only a small population of the consumers were studied,

which may not be enough to throw correct picture.

(b)The consumers were very reluctant to answer the question and the response may be

biased.

(c)The answer given by the consumers were too vague to deduct exact figures.

Data Analysis / Findings

26. It has been understood by means of questionnaire that the main purpose of

visiting the multiplexes by the respondents was fun, entertainment, family outing and

shopping at the last.

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Consumer Demographic Segmentation

Frequency of watching movies in multiplexes

It has been found from the study that as the market is opening and expanding, the disposable

income has increased in many folds versus inflation and hence the every consumers would

50%

32%

10%

8%

Once aweek

Once in amonth

Fortnightly

Quarterly

38.2%

10.8%

14.7%

27.5%

8.8%

Multiplex

Single Screens

Television

DVD's

Other

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like to spend more on themselves and their families for their comforts. Consumers of the age

group 18 -36 yrs are found to be out goers and would like to view movies in the multiplexes

with their friends and families with a spending of Rs 1000 monthly on an average. About

50% of customers would like to view movies every week in multiplexes.

Income: 20% have income over 40 K

Education: 55% of adult movie-going audience has attended/graduated college. Of these

adults, 37% have college degrees or higher

Consumer Psychographic Segmentation

27. Movie Goers are people with high resources and can be classified as

Experiencers who seek variety and entertainment. Spend a comparatively high proportion

of income on fashion, entertainment, and socializing. Movie Buffs generally have thefollowing major tendencies:-

(a)Go outside the home for entertainment

(b)Participate in sports and other active lifestyles

(c)Hard to reach through other traditional media

(d)Lighter television and radio users, but heavy internet users

(e)Receptive to advertising in movie theatres, consider as part of their movie

going experience

Ambiance is most looked upon criteria in choosing the multiplexes by the movie goers.

76% of the customers find themselves satisfied with the substantial ticket price visa viz the

kind of courtesies and services offered during the shows and hence it was discovered that the

customers are ready to pay for the services and luxury.

76%

24%

YES

NO

35.5%

18.2%

13.6%

30.9%

1.8%

Ambience

Food Court

Shopping Malls

Crowd

Other

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Consumer Behavioural Segmentation

(a) Consumers usually spend their money on Food, entertainment, Apparels, and

sports footwear.

(b) Consumers in Mall spend money between 5002500 and more than Rs. 2500.

(c) Consumers in mall come to the mall either once in a week or twice in a week.

(d) Consumers in Mall either students or in services or professionals in the maximum

numbers.

(e) Consumers in mall mostly know mall as PVR, Wave and Fun.

(f) Consumers in mall are mostly Brand oriented regarding anything.

(g) Consumers accept that the mall is the best place for the fun & entertainment andgood food joint.

(i) Consumers mostly motivated to come to the shopping mall by friends and

relatives.

(j) Consumers influence by the Discounting schemes, and for the entertainment.

(k) Due to ambience it is the best place for the entertainment and fun.

(l) Due to good food joints is the best place for the eating.

43

9

24

24

Viewership as per Show timings (%)

Evening Night Morning Matinee

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Standard of Food & Refreshment inside the multiplexes

(i)

Excellent

(5)

23%

(ii) Good

(9)

41%

(iii)

Satisfacto

ry (8)

36%

(iv) Poor

(0)

0%

WAVE CINEMAS

(i) Excellent (5) (ii) Good (9)

(iii) Satisfactory (8) (iv) Poor (0)

(i)

Excellent

(4)

21%

(ii) Good

(10)

53%

(iii)

Satisfacto

ry (5)

26%

(iv) Poor

(0)

0%

FUN REPUBLIC



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Seating And The Projecting Arrangement In The Multiplex

(i) Excellent

(16)

33%

(ii) Good

(26)

53%

(iii)

Satisfactor

y (7)

14%

(iv) Poor

(0)

0%

WAVE CINEMAS



(i)

Excellent

(11)

23%

(ii) Good

(34)

71%

(iii)

Satisfactor

y (3)

6%

(iv) Poor

(0)

0%

FUN CINEMAS



(i) Excellent

(6)

29%

(ii) Good

(11)

52%

(iii)

Satisfactor

y (4)

19%

(iv) Poor

(0)

0%

PVR CINEMAS



(i)

Excellent

(4)

40%

(ii) Good

(3)

30%

(iii)

Satisfactor

y (2)

20%

(iv) Poor

(1)

10%

INOX THEATRE



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Best And The Unique Feature Of The Multiplex

(i) Food

Quality (3)

6%(ii) Service

(13)

27%

(iii) Ticket

Pricing (5)

10%

(iv) Seating

And

Projecting

Arrangeme

nt (28)

57%

WAVE CINEMAS

(i) Food Quality (3)

(ii) Service (13)

(iii) Ticket Pricing (5)

(iv) Seating And Projecting Arrangement (28)

(i) Food

Quality (0)

0%(ii) Service

(12)

25%

(iii) Ticket

(11)

23%

(iv)

Seating

And

Projecting

Arrangem

ent (25)

52%

FUN CINEMAS


(ii) Service (12)

(iii) Ticket (11)


(i) Food

Quality (1)5% (ii) Service

(5)

24%

(iii) TicketPricing (5)

24%

(iv) SeatingAnd

Projecting

Arrangeme

nt (10)

47%

PVR CINEMAS


(ii) Service (5)



(i) Food

Quality (2)

20%

(ii) Service

(2)

20%

(iii) TicketPricing (4)

40%

(iv)

Seating

And

Projecting

Arrangement (2)

20%

INOX THEATRE


(ii) Service (2)



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Usage rate: 1/3 of the population attends the movies more than one time in a month. Certain

questions as answered by the customers describe their behaviour more clearly.

What?

Q. What benefits does customer seeks?

A. Complete movie going experience.

Q. What factors influence PVR demand?

A. Price, movie, day, time, etc.

Q. What function does the product performs for the customer?

A. Entertainment.

Q. What are the important buying criteria?

A. Price, ambiance, quality, service, status, etc.

Q. What risk does the customer perceives?

A. Risk of being overcharged.

HOW?

Q. How does the customer buy the product?

A. In person, online, tele-booking.

Q. How long does the buying process takes?

A. It is simple and prompt.

Q. How does the product fits into their life style?

A. Entertainment for the premium.

Q. How much would they be willing to spend?

A. Rs 250 to Rs 350.

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OVERALL RATINGS OF MULTIPLEXES

(1)

2% (4)

8%

(19)

39%

(11)

22%

(14)

29%

WAVE CINEMAS

(1) (4)

(19) (11)

(14)

(0)

0%

(7)

15%

(17)

35%

(19)

40%

(5)

10%

FUN CINEMAS

(0) (7)

(17) (19)

(5)

(0)

0%

(6)

29%

(12)

57%

(3)

14%

(0)

0%

PVR CINEMAS

(0) (6)

(12) (3)

(0)

(2)

20%

(2)

20%

(5)

50%

(1)

10%

(0)

0%

INOX THEATRE

(2) (2)

(5) (1)

(0)

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MARKETING STRATEGY OF PVR

SERVICE PRODUCT/ SERVICE PACKAGE

29. Core Benefit is the MOVIES that the customer comes to a cinema hall for is

good service, parking ambience, hygiene, etc. From a common cinema house of theatre, PVR

has augmented its product offerings in all these factors as described in the succeeding paras.

Luxury cinema

(a). PVR has brought to its customers the experience of luxury cinema. After thetremendous success of CinemaEuropa in Delhi, PVR Cinemas has introduced the concept of

luxury viewing to other cities like Mumbai, Chennai, Bangalore, etc. as well. Gold Class

Cinemas in Bangalore, introduced for the first time in India, are two ultra-luxurious exclusive

auditoriums, each equipped with 32 plush and fully reclining seats and generous legroom.

Patrons can also enjoy star like treatment at the exclusive Gold Class lounge which provides

an excellent pre cinema experience with scrumptious food and beverages.

Bulk Bookings

(b). There are special arrangements for bulk bookings (of twenty or more tickets)

done by corporates. Details can be filled online and PVR executives themselves get in touch

with the concerned people giving a feeling of personal care and touch to the customer. In

addition, PVR also provides the facility of e-booking, which was first started by PVR only

and has now been copied by other cinemas as well. It also offers telebooking

Parties at PVR

(c ). PVR has also started helping customers in planning birthday/kitty parties at

PVR. They have made PVR a wholesome entertainment experience than just a movie

watching spree. The advertisement below speaks for itself.

Movie newsletter and magazine

(d). To keep its customers hooked on to movies and to PVR, it has also come out

with an online newsletter called PVR Wire is directly mailed to the subscribers and can

also be downloaded from their website. They have also launched a movie magazine called

Movies First.

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Movie vouchers

(e). They have also taken out the unique concept of movie vouchers which people

can use as gifts. Many corporates have also started using these as incentives and rewards for

their employees. The vouchers are available in denominations of Rs 100 to Rs 350 and a

minimum of 25 coupons needs to be purchased to avail of the offer.

QUALITY ASSESSMENT THROUGH RATER IN CASE OF PVR36. Focused on developing a procedure for quantifying customers service, quality

can be measured in following dimensions:

(a). ReliabilityIt can also be defined as ability to perform promised service dependably

and accurately. PVR is a very well established brand name, and the audience is given

excellent experience of the basic product i.e. the movie as well as the other elements

involved. Hence, it is very much capable of good delivery of the service it provides. There is

no flaw in the quality of the service and is always delivered on time.

(b). Assurance Also described as knowledge and courtesy of employees and their

ability to convey truth and confidence, since PVR is a high contact organization, the

employees are well trained in all areas regarding customer interaction and courtesy. PVR

movies being a service, heavily relies on its employees, as they are the only mode of direct

communication made with the customers. They are well trained and are definitely able to

convey the confidence that the brand name represents.

(c). Tangibility It is the appearance of physical facilities, equipment, personnel etc.

PVR movies have a lot of tangible elements present like the employees (staff), the movie

halls, the candy bars, rest rooms etc, all of which are highly maintained and well kept.

(d). EmpathyIt is caring and individualized attention to the customer. Even though in a

service like this customization is not possible, the employees of PVR Cinemas are always

very helpful and provide the customers with good assistance whenever needed. From the

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employees made to sit at the ticket counter to the employee that guides customers to their

respective seats in the cinema hall, all employees deliver a very helpful attitude towards the

target audience.

(e). ResponsivenessAlso defined as willingness to help customer with prompt service.

The employees of PVR are fast and prompt at delivering their service and are taught to cause

as less inconvenience as possible to the customers. If a customer places an order via

telebooking / online reservation etc, the delivery of the tickets is made well before the show

timing at the customers doorstep.

PRICE

37. To many customers, high price means high quality. Services pricing follows

the price and practices of goods and therefore are either cost based or market based. Within

these, categories of price may be profit oriented, government controlled, competition or

customer oriented. But the characteristics of services do influence the pricing and therefore

different methods of pricing are followed in the case. PVR when started off had a huge

advantage of being the only one of its kind in Delhi to begin with. Therefore, they could

charge a higher amount to its target audience, as they did not hesitate to pay the sum for thenew concept. This high pricing helped them make maximum gains. Also, PVR had, and still

has a very well planned market position. Its premium positioning affects the customers

perceptual positioning. Therefore, they decided on their marketing strategy and pricing,

keeping the target market in mind. Hence, we may say that the pricing as well pays a strategic

role in their marketing plans.

38. In case of PVR, they make use of all their tangible elements to prove to their

customers that their movie tickets are worth the price they are paying. Also, since some of the

other movie theatres (which are not multiplexes) are still offering movies at rates as low as Rs

35, it is the task of its marketer to ensure that PVR comes across as a superior brand in terms

of cinema viewing as well as the experience. The movie theatres market is a Free Market,

even though the government in the past regulated it. This allows PVR as the market leader to

set its own prices.

39. Prices that had originally started from Rs 125 (for evening shows) and Rs 90

(for morning shows and weekday plans) have increased to a high of Rs 350 and the lowest to

Rs 150. The high pricing however has not led to any change in the footfalls that PVR gets.

Even in slighter crowded shows, the occupancy rates as low as 35% reaches PVRs break-

even points.

PLACE / DISTRIBUTION

40. Services are generally created and delivered to the buyer at the same time,

therefore creation of time and place utilities is a vital function in services marketing.

Irrespective of middlemen or direct sales channel, the factor of location keeping in view the

potential markets is the most significant in channel selection and distribution. The issue of

location here plays a very important role, as all PVR Cinema Halls are stationed at good

locations in the city, which gathers a large number of crowds for them every day. PVRs

usually open at an eventful yet untapped location, followed by which (as in case of Anupam

PVR, Saket) other retail chains get opened around it as well. Their places are always well

situated and are well linked. PVR does not have any other channel of distribution, as their

service is sold solely at their chains. They do not follow any franchise outlets, even thoughthey indulge in ticket sales online and via telebooking. The only intermediary involved for

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procuring movies are Indian as well as international movie distributors, by way of whom they

acquire the movies.

Distribution of Movies

41. The Company has also forayed into the Distribution of Hollywood film titles

in the country through its 100% subsidiary, PVR Pictures. By virtue of its strong brand equity

and partnerships with major independent Hollywood studios like Miramax, Newline Cinemas

etc. that are not represented in India through their own offices, PVR has managed to procureand distribute titles in the country. With the advent of the multiplex revolution across the

country, the company sees a great opportunity to fill up these upcoming multiplex screens

with Hollywood titles. The company has successfully distributed major Hollywood titles like

Rush Hour 2, Wedding Planner, Chicago, Chocolate, Spy Kids 2, Makdee, etc.

PROMOTION

42. Promotion is a very vital part of the marketing strategy especially in the case

of services. The customer needs to trust or have belief in the service, as he has to pay for it

pre-experience. Therefore, it is very important to sell the service in the best possible way.

Usually the objective of promoting a service may be to create a brand image, establish a

personal relationship with the client and to create an impression of competence, honesty and

sincerity to win the buyers confidence in sellers abilities to deliver the service efficiently.

43. PVR as a brand indulges into print advertisements like on every Friday giving

out the latest movie schedules. Any new developments are communicated to the audience via

press releases. Hence there is a strong element of PR involved. Apart from that, they usually

have contests pertaining to latest festivals like Valentines Day, New Years Eve, and Oscar

Movies Week etc.

44. They are also in collaboration with cellular services like Airtel have SMS-

and-win contests and give out free tickets to the winners. Also, PVR attracts a lot of

commercial shooting / media coverage via programmes etc which promotes it as a brand in a

big way. Organizing Star Events on Premiers of movies like Kuch Kuch Hota Hai had

helped PVR relate better with its target audience i.e. the youth. PVR also hosts premiere

shows with leading movie stars visiting the various PVR cinemas. They also host numerous

fun events for children while screening animations etc.

Employee Benefits

45. Additionally, PVR indulges in the following for their EMPLOYEES:

(a) Complimentary ticket on payment of entertainment tax amount at any

point of time (2 days in advance) to the employees, subject to availability.

(b) Tickets to employees are given for 1+1 oneself and employees guest and 2

for immediate family i.e. parents, spouse etc.

This and many more have been done to encourage movie going among employees as well as

customers.

PHYSICAL EVIDENCE

46. Though customers cannot see a service, but they can definitely see various

tangible clues of the service offer like facilities, communication, objectives, employees, othercustomers, price etc. On basis of these, the customer forms his opinion as they help us to

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tangibalise the service. Therefore, it is essential to manage physical evidence. Atmosphere

helps to shape opinions. The building, layout, colours of interiors, tickets, labels, logo of the

organisation, etc. help to formulate a good unified corporate image / identity.

47. Ambient factors relate to background condition, deign factors, on the contrary

are visual stimuli and social factors relate to interactive environment. The service factor has

an impact on not only the customers, but the employees as well. The interior and exterior of

the premises is such so as to project a hygienic and well-maintained image at all times. The

administration offices, booking offices, candy bars, conference rooms, auditorium, foyers,

corridors, wash rooms, staircases, walls, projector room, basement areaall coordinated and

hygienically maintained.

48. Both the external and internal ambience is very important and is maintained

excellently, as it is important to appeal to existing and even to the potential customers. At

PVR, it is equally important to keep employees happy. Therefore, even the employees

workplaces in the premises are coordinated with the whole halls ambience and are lively.

Usage of latest technology

49. It was the first cinema company to introduce computerized ticketing throughuse of international box office software in its cinemas; first cinema to accept credit cards in

India against tickets; and the first to offer cinema tickets on Internet with online payment

gateway for payment. The company had a turnover of Rs 41 Crores in 2001-02, which is rose

to about Rs 60 Crores in 2002-03, and with the growth envisaged, the turnover in the next 3

years was expected to be over Rs 250 Crores. PVR was the first to install surround sound and

Dolby in Delhi. Gurgaon 7 screen Megaplex is equipped with the latest THX approved sound

system for the real life sound effects and the state of the art Xenon based projection

technology.

Identifying failure points50. Running a good movie experience is a complex business and much can go

wrong. The most serious fail points are those that will result in failure to access or enjoy the

core product. Because service delivery takes place over time, there is also the possibility of

delays between specific actions, requiring the customer to wait. Excessive waits will annoy

customers. This is to be avoided at all costs.

MARKET PENETRATION

51. Beyond the existing markets, PVR is contemplating implementing new

multiplex projects in Delhi, NCR, Mumbai, Hyderabad, Bangalore and Indore and manyother cities of India.

DIVERSIFICATION

52. PVR has also ventured into the business of film distribution and set up PVR

Pictures, a fully-owned subsidiary of PVR Ltd. PVR Pictures specialises in acquisition and

local distribution of films. This is a strategic business unit aimed at solidifying PVR's

exhibition growth and strength. To date, PVR Pictures has successfully released films

produced by US-based production house Miramax such as Chicago. PVR Pictures has also

signed a 50:50 joint venture with Ram Gopal Verma's Verma Corporation Limited , K Sera

Sera's production company Factory'. The new venture, titled PVR/Factory' operates under

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the PVR Pictures entity and has exclusive distribution rights in Delhi, Uttar Pradesh and

Uttranchal.

53. PVR Cinemas has also come out with a film magazine.PVR Movies First, as

the magazine is called, is the latest addition to PVR's big bouquet of offerings in the movie

entertainment business. It is a monthly magazine and is expected to fulfil the information

needs of the die-hard movie fans. Beginning with New Delhi, the magazine is available in all

multiplexes and Cineplex operated and managed by PVR across the country. The editorial

content of the magazine is being managed by the India Today Group.

SEGMENTATION, TARGETING AND POSITIONING

Segmentation

54. O n t h e basis o f c u s t o me r p r e f e r e n c e s, P V R ma y be classified

under t h e C l u s t e r e d category. This is owing t o t h e f a c t, t h a t o u t of the entire

masses t h e y h a v e c l e a r l y d e fi n e d their t a r g e t audience a n d aim t o c a t e r t o t

h e m. PVR Cinemas has approx. 22 million movie goers per month.

Positioning

55. PVR had, and still has a very well planned market position. Its premium

positioning affects the customers perceptual positioning. Therefore, they have decided on

their marketing strategy and pricing, keeping the target market in mind. They make use of all

their tangible elements to prove to their customers that their movie tickets are worth the price

they are paying. Also, it is the task of its marketer to ensure that PVR comes across as a

superior brand in terms of cinema viewing as well as the experience . Its positioning is

evident in its mission statement also which says:

A commitment to deliver the best quality cinema viewing Everywhere, Every time.

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THREAT OF COMPETITORS

56. PVR Cinema currently faces competition from other companies in the Indian

film exhibition sector. Some of their competitors have greater financial resources than them

and therefore they may be in a better position than PVR to invest in Multiplex Cinema

projects or to sustain losses from such developments in the start-up stage. In the future, they

may also face competition from global entertainment companies if and when such companies

make their foray into the Indian exhibition sector. There are currently seven major

competitors in the film exhibition industry: PVR Cinemas, Inox Leisure Limited, Adlabs

Films Limited, Shrinagar Cinemas Limited, E City Entertainment, Wave Cinemas and DT

Cinemas.

SWOT ANALYSIS

57. The strengths, weaknesses, opportunities and threats in respect to PVRmultiplexes were deduced as mentioned below:-

(a) Strengths

(i) First mover advantage in the multiplex business in India

(ii) Updated technology

(iii) Blend of retail & entertainment

(iv) Premium positioning

(v) Plays Hindi, English, Regional & foreign movies

(vi) Locational strength

(vii) Ambience

(viii) Started the concept of a complete movie going experience

(ix) Market leader

(x) Very strong brand equity

(b). Weaknesses

(i) High cost perceptions

(ii) T.A very specific (not mass service)

(iii) Disjointed images for all PVR properties

(iv) Customer retention

(c). Opportunities

(i) First mover advantage

(ii) Growing family spending on entertainment

(iii) Large film industryover 200 Hindi films every year

(iv) PVR loyalists

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(d). Threats

(i) Competition blooming large

(ii) Governments interference

(iii) Entertainment Tax

(iv) Other Multiplexes as competition

(v) Other ways of entertainment

(vi) Accused of increased crime rate

PVR AS A BRAND

58. PVR has successfully assimilated the Standard operating business and

operational practices of Village Roadshow and set new standards in the quality of exhibition

in India. The quality of cinema viewing has made the PVR brand synonymous with high

quality cinema viewing in the country. This has enabled them to enter into strong corporatealliance partnerships and co-marketing exercises with leading brands like Pepsi, Evian,

Samsung, Whirlpool, Hero Honda, Bharti, American Express, Master Card, Pizza Hut,

Cadburys etc. This has generated additional steady stream of revenues for the company.

RECOMMENDATIONS

Technological Innovation

59. When PVR came into being it was at the forefront of the technology involved

in the Movie business but now much more has been done in this field and PVR needs to keep

up. Like the IMAX theatre that Adlabs has introduced, PVR should also foray into newtechnological advances in the entertainment business. Many of the audiences feel that some

of the services inside do not command the prices that is charged for them. Most people feel

that a lesser price should be charged as sitting too close to the screen is not as good an

experience as sitting in one of the back rows. PVR should introduce a comfortable stadium-

like seating which allowed customers to watch movies without the viewers in the front row

obstructing their view. Few reclining seats providing a lavish cinema viewing experience

with personalised service should be catered for in each cinema hall. Audience should be

pampered with meals and snacks to be served at their seats to enhance their viewing

experience.

60. PVR should improve on physical environment to be differential and install

better air-conditioning, carpeting, and plush interiors. It should also tap luxury cinema hall

market in the metros with reclining seats, double arm-rests, ample leg room to provide a

relaxed cinema experience, and business class treatment. The luxury cinema hall should be

complemented by the Lounge, an island bar and restaurant furnished with plush leather seats

and special lighting reflecting a contemporary ambience. Customers in the lounge should be

served cocktails with light music in the background.

61. Also the prices charged at the food and beverage counter are way above the

MRP, which we feel is an undue premium that is being charged. A lot of audiences that were

interviewed feel that the leg space in between the rows is less and it makes the audienceuncomfortable after sometime. We as a group also feel that introduction of a food court that

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has a variety of offerings, not just snacks but wholesome meals as well would greatly of time

in the theatre and it could work as an ancillary to the theatre.

Expanding reach

62. Once a movie is past its prime and running in the second or third week where

sales are low, PVR could do promotional campaigns and reduce the prices marginally for one

show a day. This would encourage more people to experience the PVR experience, especially

those that are inhibited by high prices. For eg. Special promotional campaigns for students forinstance could help in attracting the vast price sensitive student audience. Such promotions

could happen once or twice a month without diluting the superior brand image.

63. Given that the exhibition business has zero content differentiation, PVRshould seek to increase the average ticket price (ATP), which currently stands at Rs 163 (a

blended price following the Cinemax takeover), by engaging with customers beyond the

movie experience. PVRs ATP is already significantly higher than its peers (and expected to

rise to Rs 180 in FY15), primarily due to its prime location strategy, premium interiors,

design and consistent viewing experience, PVR should work on other aspects by adding new

lines that augment and help bring revenue. Among them are in-theatre advertising, which

includes both on-screen and off-screen advertising, food and beverages (F&B) and other

forms of leisure and entertainment that complement PVRs business.

64. Given that all distributors look forward to marketing their event, PVR should

adopts a combination of above-the-line (ATL), below-the-line (BTL) and digital marketing

tactics to communicate with its audiences. ATL activities typically include advertising

through newspapers, radio and television and, on-site marketing tools such as standees,

posters, trailers of upcoming movies between movie breaks and LCD screen displays. BTL

activities include connecting with customers, through relevant data, on mailers and phone. On

the other hand, digital marketing strategies are implemented based on segregating consumers

based on predictive intelligence. This varies from helping consumers book tickets for moviesthey would like to watch, to interacting with them on social networking sites such as

Facebook and Twitter.

Riding high on sports

65. Cricket is an obsession in India. PVR could capitalize the same by screening

hot matches live for example, a crucial India Pakistan match, World cup semi - finals/finals

etc. The growing popularity of soccer and other sports can also be tapped. This would be an

instant hit even at very high prices charged. To add on to the excitement they could couple

this with cricket contests and give prizes like paraphernalia with autographs of eminent

sportspersons.

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Annexure-I

RESEARCH QUESTIONNAIRE

Emergence of PVR Multiplex in India

Dear Respondent,

We would be grateful if you could spare some of your time to respond to the

following questions. Your response will be treated as confidential and would only be used forcompletion of my research work

Personal Details

Name (optional):

Gender: (a) Male

(b) Female

Age: (a) Under 18

(b) 1825

(c) 2536

(d) 3646

(e) 4658

(f) Over 58

Marital Status: (a) Single

(b) Married

Occupation:

(a) Self Employed (b) Private (c) Government

(d)Business (e) Others

Family Income per month:

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(a) Less than 25000 (b) 25000-40000

(a) 40000-60000 (d) 60000-80000 (e) More than 80000

Q1) How do you wish to spend your free time?

(a) Go for shopping (b) Watch a movie

(c) Visit a friend/relative (d) Take rest at home

Q2) How often do you watch a movie?

(a) Two or more times a week (b) Once a week (c) Fortnightly

(d) Once in a month (e) Quarterly

Q3) What is your (familys) monthly expenditure in watching movies?

(a)0-500 (b) 500-1000 (c) 1000-2000 (d) Above 2000

Q4) Which medium do you prefer to watch a movie?

(a)Multiplex theatres (b) Single Screen theatres near the house

(c) At home in Television (d) Bought or rented DVDs (e) Others

Q5) How often do you visit a theatre for watching a movie?

(a) Two or more times a week (b) Once a week (c) Fortnightly

(d) Once in a month (e) Quarterly

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Q6)Which showing times would you prefer? (Choose all that apply)

(a) Morning (Between 8 am to 12 pm) (b) Noon (Between 12 pm to 3 pm)

(c) Matinee (Between 3 pm to 6 pm) (d) Evening (Between 6 pm to 9 pm)

(e) Night (Between 9 pm till midnight)

Q7) What are the advantages you find in watching a movie in single screen theatre? (Choose

all that apply)

(a) Nearness to home (b) Less expensive (c) Less crowded

(d) Adequate transport (e) Convenient show timings

Q8) What are the areas of improvement you find for Single Screen (Cineplex)? (Choose all

that apply)

(a) Structure (b) Service (c) Security (d) Quality

Q9) What is the primary reason for you to visit a multiplex?

(a)Family outing (b) Watching a movie

(c) Shopping at the venue (d) Visit games zone

Q10) What makes multiplex a better source of entertainment than Single Screen (Cineplex)?

(Choose all that apply)

(a)Ambience (b) Food Court (c) Shopping Malls

(d) Gaming Zones (e) Others (please mention below)

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Q11) Which name comes to your mind immediately when you hear Multiplex Theatre?

A)____________________________

Q12) Rank the following features in a multiplex from 1 to 8 based on the importance you

give them.

Q13) Which of these value added services attract you towards multiplexes? (Choose all that

apply)

(a) Home delivery of tickets (b) Advance Ticket Booking

Membership discounts (Loyalty programs)

(d) Personalized services (Snacks, Cold drinks at your seat)

(e) Mobile alerts and promotions

Q14) How do you find show timings of any multiplex theatre? (Choose all that apply)

(a)Newspapers (b) Internet through theatres website

(c) By calling to the theatre (d) By visiting theatre

(e) By asking to friends or relatives

Q15) How do you get tickets for the show?

(a) Online booking from websites (b) Online booking from 3rd party website

Rank

Digital Sound Quality (DTS)Screen Size

Comfortable Seating

Choice of movies

Shopping facility

Food court

Parking Facility

Games Zone

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(c) Phone booking (d) Booking at the counter (e) Gift/Corporate passes

Q16) Which language films do you prefer to watch in a multiplex? (Choose all that apply)

(a) English (b) Hindi (c) Regional Languages

Q17) What according to you is the opinion of shopping in a multiplex?

(a) Suitable for window shopping (b) Best stop for Branded stores

(c) Availability of Quality goods (d) Expensive than similar stores outside

Q18) Which of these do you feel are drawbacks of watching a film in multiplex? (Choose all

that apply)

(a)Lesser chance of getting tickets in last minute

(b)Screen size is smaller in some of the screens

(c)Smaller auditoriums lead to closeness to screen causing strain

(d)Lack of excitement felt compared to single screens

(e)Extra service charges and charges from 3rd party vendors (booking sites etc)

Q19) Rank each of the factors in the following table on a scale of 1 to 5 (1 for least and 5 for

most) for the multiplexes you have visited in the past.

Screen

experience

Customer

Service

Shopping

/Gaming

facilities

House

Keeping*Parking

Facilities

Safety

Measures

Value

for

Money

PVR

FUN

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* - Housekeeping includes AC level maintenance, cleanliness of auditoriums, neatness of rest

rooms and maintenance of other facilities like games zone, food court etc

Q20) Which of the following might prevent you from going to a multiplex? (Choose all that

apply)

(a) Lack of transport (b) Distance to travel (c) Nobody to provide company

(d) Too expensive (e) Dont enjoy films (f) None

Q21) The ticket prices in multiplexes match the quality of services provided.

1 2 3 4 5

Strongly Disgree Strongly Agree

Q22) Piracy has eaten into Multiplex and Single Screen (Cineplex) Business.

1 2 3 4 5


Q23) Multiplexes help managing crowd during new movie release times effectively.

1 2 3 4 5


Q24) Multiplexes have adequate checks to ensure security and prevent piracy (like recording

video when movie is played).

1 2 3 4 5


Q25) Multiplexes are better options than Single Screen (Cineplex) for watching a movie.

1 2 3 4 5


INOX

WAVE

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Q26) Multiplexes are better managed and maintained than single screen theatres.

1 2 3 4 5


Q27) Multiplexes affect the business of other Single Screens (Cineplex).

1 2 3 4 5


Q28) Location of a multiplex and distance from your home influences its selection for a

visit.

1 2 3 4 5


Q29) Multiplexes have bright future in the Lucknows entertainment market.

1 2 3 4 5


Q30) There should be more multiplexes open in Lucknow city to cater for growing

audiences.

1 2 3 4 5


Q31. Who motivates you to watch movie at Multiplexes?

(a)Friends (b) Colleagues

(c) Family members (d) Boyfriends/girl friends

Q32. Rate hygiene and cleanliness maintained at multiplex in order of rating from 1 to 4, with

1 as excellent:

(a)PVR (b) Wave (c) Inox (d) Fun

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Q33. Rate quality and taste of food served at multiplex in order of rating from 1 to 4, with 1

as excellent:

(a)PVR (b) Wave (c) Inox (d) Fun

Q34. Rate variety of food and beverage served at food lobby in multiplexes in order of rating

from 1 to 4, with 1 as excellent:(a)PVR (b) Wave (c) Inox (d) Fun

PVR Cinemas 2014

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