Indian Institute Of Management (IIM) Lucknow
MARKETING PROJECT ON ““EMERGENCE OF PVR IN INDIA””
Syndicate -3 (DGMP - 13)
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1 Introduction
1. 1. In the literal sense, aa 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. 2. In December 1947, Nat Taylor, and operator of a theatre called ““Elgin Theatre”” inin 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. 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. 4. During this time, in 1997, the Bijli family, a distributor of Hollywood films inin 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.
2 Introduction
1. 1. In the literal sense, aa 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. 2. In December 1947, Nat Taylor, and operator of a theatre called ““Elgin Theatre”” inin 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. 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. 4. During this time, in 1997, the Bijli family, a distributor of Hollywood films inin 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.
2 5.5. In 1997, with the help of Village Roadshow‟s international experience, the company launched India‟s 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 in Nov 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. 6. In Nov 02, Village Roadshow sold its entire stakes to Priya Exhibitors. Consequent toto 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. 7. Since the advent of PVR, the dynamics of the entertainment industry completely changed. 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. 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 asas 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 film‟s total box-office collection. Today, Asia‟s largest multiplex stands at Chennai which is a 16-screen multiplex “Mayajaal””..
3 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.
PVR’s Market Performance
11. PVR Anupam changed the Indian movie-watching landscape. At present, PVR is India‟s 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 country‟s 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:- 4 (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 „The Aviator ‟, „Mission: Impossible III‟, „Kill Bill‟ „The Hurt Locker ‟, „The Twilight Saga‟ and „Chicago‟ and Bollywood films, including blockbusters such as „Ghajini‟, „Golmaal Returns‟, „All The Best‟, „Don', „Sarkar Raj‟ and „Omkara‟.
(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”, Thailand‟s 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 India‟s 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 areas surrounding PVR, in an endeavour to provide a clean and healthy environment to the people visiting PVR.
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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 which will allow all the big players to expand:- (a) raA nA Aha A rba AhbA A c caAr b aA d aArAi A ha rr. () .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 25 cites - compelling growth stories . (r) oA bacquisition b 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) Integrated lay on 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 Wok is expanding the base of its multiplex arm Big Cinemas by adding up to 50 screens in southern and eastern regions within a year. 6 17. Cinemax
(a) Cinemax India is one of the smalle multiplex exhibitors. () 56 screens across 19 properties. (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 Wok is 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.
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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 ca 15 screens. r. Cinepolisca 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. 7 (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.
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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 the multiplex revolution in India and seen as a frontrunner . PVR hbAhr A c exhibition industry, which is c core offeringaAr 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 chc enables PVR to bid for larger space in malls where Ac a 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 Cut targeted at the cream of his customers . 8 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 garner advertising 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 c clients 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 PVR‟s margins better and its debt-leverage is lower .
(i) PVR has pared down his loss-making film production businessb 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 A69.27 percent 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 businessb come out a winner.
9 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 Instrument
23. 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 Annexur e- 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 10 (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 Size INOX 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. 11 Consumer Demographic Segmentation
Frequency of watching movies in multiplexes
Once a 50% Multiplex 38.2% week
Single Screens 10.8% Once in a 32% month Television 14.7%
Fortnightly 10% DVD's 27.5%
Quarterly 8% Other 8.8%
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 12 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 the following 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.
Ambience 35.5%
YES 76% Food Court 18.2%
Shopping Malls 13.6%
Crowd 30.9% NO 24%
Other 1.8%
13 Consumer Behavioural Segmentation
(a) Consumers usually spend their money on Food, entertainment, Apparels, and sports footwear.
(b) Consumers in Mall spend money between 500 – 2500 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 and good food joint.
(i) Consumer‟s 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‟.
Viewership as per Show timings (%)
24
43
24
9
Evening Night Morning Matinee
14 Standard of Food & Refreshment inside the multiplexes
WAVE CINEMAS FUN REPUBLIC
(i) Excellent (5) (ii) Good (9) (i) Excellent (4) (ii) Good (10)
(iii) Satisfactory (8) (iv) Poor (0) (iii) Satisfactory (5) (iv) Poor (0)
(iv) Poor (i) (iv) Poor (i) (0) (0) Excellent (iii) Excellent 0% 0% (5) Satisfacto (4) (iii) 23% ry (5) 21% Satisfacto 26% ry (8) 36%
(ii) Good (ii) Good (9) (10) 41% 53%
15 Seating And The Projecting Arrangement In The Multiplex
WAVE CINEMAS FUN CINEMAS
(i) Excellent (16) (ii) Good (26) (i) Excellent (11) (ii) Good (34)
(iii) Satisfactory (7) (iv) Poor (0) (iii) Satisfactory (3) (iv) Poor (0)
(iii) (iv) Poor (iii) Satisfactor (0) (i) Excellent Satisfactor (iv) Poor y (7) (i) 0% (16) y (3) (0) 14% Excellent 33% 6% 0% (11) 23%
(ii) Good (ii) Good (26) (34) 53% 71%
PVR CINEMAS INOX THEATRE
(i) Excellent (6) (ii) Good (11) (i) Excellent (4) (ii) Good (3)
(iii) Satisfactory (4) (iv) Poor (0) (iii) Satisfactory (2) (iv) Poor (1) (iv) Poor (iii) (0) (i) Excellent Satisfactor 0% (6) y (4) (iv) Poor 29% (i) 19% (1) Excellent 10% (iii) (4) Satisfactor 40% y (2) 20%
(ii) Good (ii) Good (3) (11) 30% 52%
16 Best And The Unique Feature Of The Multiplex
WAVE CINEMAS FUN CINEMAS
(i) Food Quality (3) (i) Food Quality (0)
(ii) Service (13) (ii) Service (12)
(iii) Ticket Pricing (5) (iii) Ticket (11)
(iv) Seating And Projecting Arrangement (28) (iv) Seating And Projecting Arrangement (25)
(iv) Seating (i) Food (iv) Seating And Quality (3) (i) Food And Projecting 6% Quality (0) (ii) Service Projecting (ii) Service Arrangeme 0% nt (28) (13) Arrangem (12) 57% 27% ent (25) 25% 52%
(iii) Ticket (11) (iii) Ticket 23% Pricing (5) 10%
PVR CINEMAS INOX THEATRE
(i) Food Quality (1) (i) Food Quality (2)
(ii) Service (5) (ii) Service (2)
(iii) Ticket Pricing (5) (iii) Ticket Pricing (4)
(iv) Seating And Projecting Arrangement (10) (iv) Seating And Projecting Arrangement (2) (iv) Seating And (i) Food (i) Food Projecting Quality (2) (iv) Seating Quality (1) Arrangem 20% And 5% (ii) Service ent (2) Projecting (5) 20% Arrangeme 24% nt (10) 47% (ii) Service (2) 20%
(iii) Ticket (iii) Ticket Pricing (4) Pricing (5) 40% 24% 17 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.
18 OVERALL RATINGS OF MULTIPLEXES
WAVE CINEMAS FUN CINEMAS
☺ (1) ☺ ☺ (4) ☺ (0) ☺ ☺ (7)
☺ ☺ ☺ (19) ☺ ☺ ☺ ☺ (11) ☺ ☺ ☺ (17) ☺ ☺ ☺ ☺ (19)
☺ ☺ ☺ ☺ ☺ (14) ☺ ☺ ☺ ☺ ☺ (5)
☺ ☺ ☺ ☺ (1) ☺ ☺ ☺ ☺ (0) ☺ ☺ (7) ☺ ☺ (4) ☺ ☺ 2% ☺ ☺ (5) 0% 15% 8% (14) 10% 29%
☺ ☺ ☺ (17) ☺ ☺ ☺ ☺ ☺ ☺ 35% ☺ (11) (19) 22% 39% ☺ ☺ ☺ ☺ (19) 40%
PVR CINEMAS INOX THEATRE
☺ (0) ☺ ☺ (6) ☺ (2) ☺ ☺ (2)
☺ ☺ ☺ (12) ☺ ☺ ☺ ☺ (3) ☺ ☺ ☺ (5) ☺ ☺ ☺ ☺ (1)
☺ ☺ ☺ ☺ ☺ (0) ☺ ☺ ☺ ☺ ☺ (0) ☺ ☺ ☺ ☺ ☺ ☺ ☺ (0) ☺ ☺ ☺ ☺ ☺ (0) ☺ ☺ (0) ☺ ☺ ☺ 0% ☺ (1) 0% 0% ☺ 10% (3) ☺ (2) 14% 20%
☺ ☺ (6) 29%
☺ ☺ ☺ ☺ ☺ (2) 20% (12) ☺ ☺ ☺ 57% (5) 50%
19 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 the tremendous success of Cinema Europa 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 tele- booking
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‟.
20 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 PVR
36. Focused on developing a procedure for quantifying customer‟s service, quality can be measured in following dimensions:
(a). Reliability – It 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). Empathy – It 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 21 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). Responsiveness – Also 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 customer‟s 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 the new 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 PVR‟s 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 though they indulge in ticket sales online and via telebooking. The only intermediary involved for 22 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 procure and 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 Valentine‟s Day, New Year‟s 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, other customers, price etc. On basis of these, the customer forms his opinion as they help us to 23 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 area – all 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 employee‟s workplaces in the premises are coordinated with the whole hall‟s ambience and are lively.
Usage of latest technology
49. It was the first cinema company to introduce computerized ticketing through use 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 points
50. 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 many other 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 24 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 . It‟s positioning is evident in its mission statement also which says:
“A commitment to deliver the best quality cinema viewing Everywhere, Every time.” 25 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 PVR multiplexes 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 industry – over 200 Hindi films every year
(iv) PVR loyalists 26 (d). Threats
(i) Competition blooming large
(ii) Government‟s 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 corporate alliance 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 new technological 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 audience uncomfortable after sometime. We as a group also feel that introduction of a food court that 27 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 for instance 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, PVR should 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. PVR‟s 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 PVR‟s 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 movies they 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.
28 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 for completion of my research work Personal Details
Name (optional):
Gender: (a) Male (b) Female
Age: (a) Under 18 (b) 18 – 25 (c) 25 – 36 (d) 36 – 46 (e) 46 – 58 (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: 29 (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 (family‟s) 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
30 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) 31 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.
Rank Digital Sound Quality (DTS) Screen Size Comfortable Seating Choice of movies Shopping facility Food court Parking Facility Games Zone
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 theatre‟s 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
32 (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 Customer Shopping House Safety Value Parking experience Service /Gaming Keeping* Measures for Facilities facilities Money
PVR FUN 33 INOX WAVE * - 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) Don‟t 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 Strongly Disgree Strongly Agree
Q23) Multiplexes help managing crowd during new movie release times effectively. 1 2 3 4 5 Strongly Disgree Strongly Agree
Q24) Multiplexes have adequate checks to ensure security and prevent piracy (like recording video when movie is played). 1 2 3 4 5 Strongly Disgree Strongly Agree
Q25) Multiplexes are better options than Single Screen (Cineplex) for watching a movie. 1 2 3 4 5 Strongly Disgree Strongly Agree 34 Q26) Multiplexes are better managed and maintained than single screen theatres. 1 2 3 4 5 Strongly Disgree Strongly Agree
Q27) Multiplexes affect the business of other Single Screens (Cineplex). 1 2 3 4 5 Strongly Disgree Strongly Agree
Q28) Location of a multiplex and distance from your home influences its selection for a visit. 1 2 3 4 5 Strongly Disgree Strongly Agree
Q29) Multiplexes have bright future in the Lucknow‟s entertainment market. 1 2 3 4 5 Strongly Disgree Strongly Agree
Q30) There should be more multiplexes open in Lucknow city to cater for growing audiences. 1 2 3 4 5 Strongly Disgree Strongly Agree
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
35