The magical word in cinemas today is - multiplex. It caters to the busy, fast moving and variety-loving consumer who wants more than just one film under a single roof. Multiplexes have become just a rage that most of the old cine complexes are converting to multiplexes. Cinema cannot be an independent identity. It stands with the food and entertainment counters. In the concept of multiplexes full entertainment is the magnet that attracts people inside
This paper examines various Services Marketing concepts, such as 7 Ps of services marketing- Service Product, Price, Place, Promotion, People, Process, and Physical evidence; Service Blueprinting; Service Profit Chain; Managing Demand and Supply; Yield Management; Queue Management; Customer Feedback and Service Recovery.
This paper also throws some light on Industry analysis. Tectonic change in Indian Entertainment Industry and Indian Film Industry, and Growth drivers responsible for the expected increase in the number of multiplex cinemas such as Favorable demographic changes, An increase in disposable income in the hands of ever-expanding Indian middle class, Organized retail boom, Entertainment tax benefits for multiplex cinemas, India is one of the fastest growing economies in the world, High quality of creative and technical talent pool, Indian consumers willing to spent more on Entertainment, and Increase in the number of high-grade Hindi films, etc are considered. The paper also lists key players in the industry such as PVR Limited, INOX, FUN Cinemas, FAME Cinemas, and Cinemax.
A descriptive research has been conducted, using questionnaire method, with a view to understand customer profile, customer expectation, customer satisfaction, customer loyalty, usage frequency, customer behavior, and to get other important insights with respect to a multiplex. A number of charts and tables are prepared to bring out the main characteristics of the collected data.
[...] At a glance: Number of films produced in Number of single screens Approx Number of multiplex screens Approx Filmed Entertainment Industry Estimated at Rs billion in 2006; Projected to grow to Rs.175 billion by 2011 Domestic Box Office Market Estimated at Rs.64 billion in 2006; Projected to grow to Rs.119 billion by 2011 Growth Drivers: Growth drivers responsible for the expected increase in the number of multiplex cinemas are as follows: Favorable demographic changes An increase in disposable income in the hands of ever-expanding Indian middle class Organized retail boom Entertainment tax benefits for multiplex cinemas India is one of the fastest growing economies in the world High quality of creative and technical talent pool Indian consumers willing to spent more on Entertainment Increase in the number of high-grade Hindi films Favorable Demographics: Current Population: As per 2001 Census, with about of the world's surface area, India accounts for 16>7% of the world's population. [...]
[...] For a newly established multiplex the communication objectives will be to build awareness and interest in the service being provided, to communicate its features and benefits, to differentiate itself from the alternatives available, to build positive brand image, to build preferences over competitors. Once the brand is established, the objectives will be to continuously communicating the movies and their timings, to provide reassurance, to teach customers how to use the service, to stimulate demand in low-demand periods and discourage demand during peak periods, to remind people of the existence of a service and/or the service firm, to thus to build a strong brand. [...]
[...] First, you need to identify all the key activities involved in creating and delivering the service in question; then you must specify the linkages between these activities, (as shown in Table- 4.7 ) A key characteristic of service blueprinting is that it distinguishes between what customers experience “front-stage” and the activities of employees and support processes stage”, where customers can't see them. Between the two lies what is called the line of visibility. Operationally oriented businesses are sometimes so focused on managing back-stage activities that they neglect to consider the customers' view of front-stage activities. [...]
[...] of the respondents who switched to other multiplex because of service failure or poor service did so because of failure in the core service, i.e. failure in the movie show, which may result from inferior picture and sound quality, uncomfortable seats, interruptions during the movie, and disturbing audience. So the multiplex should ensure superior picture and sound quality, well- maintained physical facilities, error free show, and supporting audience. Frequency of Visit: (Figure 5.6 ) 32% of the respondents' visits multiplex once in fortnight and of the respondents' visits once in a week and 24% of the respondents visits once in a month and once in three months respectively. [...]
[...] A decade after the first multiplex opened in India, the magic of its comfort-viewing and Dolby digital sound effects has got most cinema goers hooked and many don't even remember the last time they visited a standalone movie hall. From one multiplex in Saket, south Delhi, in 1997 their number today has crossed 400 across the country with about 20,000 screens, redefining the way films are viewed. First of all, what is a multiplex and how is it different from a cinema hall? [...]
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