Indian Multiplex Industry

ENTERTAINMENT INDUSTRY

One of the fastest growing sectors of the economy is entertainment industry. Entertainment today

dictates our lives, education, careers, earning money, all lead to the quest for higher and

sophisticated entertainment. One seeks knowledge to improve the quality of life. The quality of

life improves when the basic requirement of life are supplemented with entertainment in some

form or other.

Current scenario the entertainment industry is totally different from the past, as the modes of

media used for providing services were different before the 20th century when compared with the

present media. This can be explained properly with the bifurcation below

Traditional live entertainment industry:

Theater

Play writers

Actors and Theater directors

Music industry

Composers and Songwriters

Singers and Musicians

Orchestras

Publication industry

Authors

Journalists

Publishers

Printers

The 20th century mass media industry:

Film studios

Cinemas

Broadcasting

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Indian Multiplex Industry

Record industry

Theme parks

Discothèques

As per the current scenario, cinemas play an important roll in giving social messages and they

also have an impact on a large number of people .cinema is also known as a movie theatre.

A movie theater or cinema is a location, usually a building for viewing movies. In particular one

for the general public, one can enter after buying a ticket. There are often several rooms, each

showing another movie.

Some movie theaters are converted from conventional theaters and some theaters may be

temporarily converted to show the movies.

Some outdoor movie theaters are just cleared areas where the audience sits upon chairs or

blankets and watch the movie on a temporary screen, or even the wall of a convenient building.

Movie theaters usually sell various snack food and drink which often represents the real income

of the business. Some movie theaters forbid eating and drinking inside the viewing room, while

others encourage it.

Indian Film Industry

Indian Film Industry is a part and parcel of entertainment industry. It is most popular and

affordable mass entertainment media in India. Almost 1000 movies are produced every year, so

it is very critical to manage this industry, to manage its distribution, exhibition, etc.

Present Status:

No National player

Most centers owned by individuals

Lack of ability to acquire attractive content

Piracy

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Indian Multiplex Industry

High entertainment tax rates

Unsatisfied Consumers

Poor infrastructure

Ineffective service quality

No single entity of competitive size

Largest player has only 64 screens out of 13000 screens in the country.

WHAT IS MULTIPLEX?

Multiplex is a medium that offers a person composite entertainment comprising of a one stop

destination to shop, entertain, and dine and watch a Varity of movies under a common roof.

Multiplex are one of the means of lifestyle that offer to viewers the choice of watching a movie

in a five star or three star environment.

The Multiplex model is based on concept of umbrella entertainment built around a primary

anchor- movie. The revenue streams, however, do not necessarily center on a single anchor.

Typically, the possible income generating channels in a Multiplex can include.

The box office collections

Rent from display system

Food & beverage

Product lunch rentals

Promotions by companies to promote consumer goods.

Some Facts about Multiplex

The word multiplex has two meaning.

Firstly it is a medium that often its consumers full entertainment including the

pleasure of shopping, dining, enjoying and watching a wide range of movies

under a common platform.

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Indian Multiplex Industry

Secondly it is a type of technology which is referred as Multiplexing with the

help of this technology the same movie can be shown simultaneously in all the

screens of the Multiplex with minor difference of 3 seconds between their

screenings.

Presently there are approximately 13000 screens in India with equal number of space

available for the same amount of theatres to be opened.

Multiplexes in India are given benefits for their development as they form a major part

of the entertainment industry. Benefits such as overall tax concession, reduction in

entertainment tax and so on are provided by the govt.

The Problems faced by The Industry

Indiscipline among filmmakers. This made the industry fragmented and disorganized.

Piracy leading to massive losses for the industry.

Lack of resources in terms of finance, human etc.

Lack of corporatized management. Limited studio space and lack of security lending to

an expensive foreign locales resulting in drain of resources.

Reluctance of financial institutions to fund non asset based ventures

Lack of expertise to handle latest equipments.

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Indian Multiplex Industry

SCOPE OF MULTIPLEX

The cinema exhibition industry in India is growing at 10% per annum driven by multiplexes,

which are expanding rapidly in major metropolitan cities as well as second and third tier cities.

Favorable demographics in a cinema-crazy nation, tax exemptions, and quality locations such as

malls, are driving growth of multiplexes in India. Most of the multiplexes in India are anchor

tenants in the large format malls making a favorite destination for the youngsters as well as

the families. Multiplexes captured the market as complete family entertainment centers.

The digital revolution has helped the Media and Entertainment industry to go digital.

There are more than 100 digital cinemas in India today.

They, along with the multiplexes have completely transformed the experience of the

viewers. With an increase in the incomes of the people and increasing expenditure on the

leisure activities, multiplexes are poised for high growth in India. Other than the sale of the

movies tickets, Food & beverages is the major source of revenue for the multiplexes. Space

economies and the optimal utilization of the capacities are the major advantages or benefits

that the multiplexes enjoy over single screen theatres.

Average Annual Expenditure Percent Change in Consumer

Expenditure

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Indian Multiplex Industry

SWOT ANALYSIS OF ENTERTAINMENT INDUSTRY

STRENGTHS:

1. Entertainment is one of the most booming sectors in India due to its vast customer reach & a

large customer base.

2. The growing middle class with higher disposable income has become the strength of the

Entertainment industry.

3. Change in the lifestyle and spending patterns of the Indian masses on entertainment.

4. Technological innovations like online distribution channels, web-stores, multi- and mega-

plexes are complementing the ongoing revolution and the growth of the sector.

5. Indian film industry is second largest in the world and the largest in terms of the films

produced and tickets sold.

6. The low cost of production and high revenues ensure a good return on investment for Indian

Entertainment industry.

7. Multiplexes with primes location with high Average ticket price & Strong brand equity

WEAKNESSES:

1. The Entertainment sector in India is highly fragmented. 

2. The lack of efforts for media penetration in lower socio-economic classes, where the media

penetration is low.

3. The film exhibition business’s fortunes depend on the success of the films they are showing

4. Rapid development of digital technology and the advancement in the broadband and

networking space

5. Low margins and seasonal factors in the movie exhibition

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Indian Multiplex Industry

OPPORTUNITIES:

1. The Indian film industry is the largest film industry in the world in terms of number of films

produced and tickets sold each year expecting growth will be continue in upcoming years in to

producing movies.

2. The concept of crossover movies has helped open up new doors to the crossover audience and

offers immense potential for development.

3. The increasing interest of the global investors in the sector.

4. The media penetration is poor among the poorer sections of the society, offering opportunities

for expansion in the area.

5. Rise in the viewer ship and the advertising expenditure.

6. Technological innovations like animations, multiplexes, etc and new distribution channels like

mobiles and Internet have opened up the doors of new opportunities in the sector.

THREATS:

1. Piracy, violation of intellectual property rights poses a major treat to the Media and

Entertainment companies.

2. Lack of quality content has emerged as a major concern because of the 'Quick- buck' route

being followed in the industry.

3. With technological innovations taking place so rapidly, the media sector is facing considerable

uncertainty about success in the marketplace. 

4. Increased competition from other entertainment sources like IPL, affecting occupancy rates in

Theatre.

5. High Real Estate price is a huge barrier to profitability of this sector.

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Indian Multiplex Industry

WHY IS THERE A MULTIPLEX BOOM?

In India there are about 20,000 theatres and there is a plenty of space and resources for an

equivalent number of theatres to be started allover. Thus, there is a high growth rate for the

multiplexes in the entertainment industry. Due to the high growth rate of the multiplex industry;

various benefits are provided by the government such as overall tax concessions, reduction in

entertainment tax and so on in order to motivate the industry person. Some of the other factors

involved are given below:

Aspirations: There is a huge group of people who are very ambitious and have a status

symbol (premium or the top class) or desire to possess it. Thus, these groups of people

prefer to have an edge over others (middle and lower class) by viewing movies in a

multiplex rather than a single screen theatre as it is a matter of pride and honor for them.

Attitudinal Change: Gone are the days when one used to think about saving the money

by not going to the theatre along with the family to watch a movie and instead go out for

a picnic to enjoy the whole day. Gradually, this concept has changed now because if a

person plans to spend his whole day for enjoyment along with his family, then

multiplexes are the best option as they have everything from shopping stores to

restaurants, cafeteria, games corner and so on.

Combination of various facilities: The concept of satisfying the consumer under one

common roof is growing rapidly allover the world. Thus there are two types of

combinations found;

One is a “Mall with a Multiplex”. E.g. ‘R Mall has a multiplex ‘R Adlabs’ within

itself. Recently, Fame Adlabs too opened its new multiplex in Malad within the mall

named “Inorbit”.

Second is a “Multiplex with shopping Facilities and various Amenities” within its

roof. E.g. Imax Adlabs is a multiplex having within its games arena, cafeteria and

other such amenities. Also, a person can shop during the promotional activities

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Indian Multiplex Industry

carried out by various companies within the multiplex and take advantage of various

benefits and offers provided by them.

The relationship between the multiplexes and the malls is referred as the “Synergy

Effect”. It thus helps in satisfying the consumer with the required amount of amenities

and facilities needed by bringing all the required resources under one common roof. This

helps the consumer to enjoy his whole day at one common place instead of planning to go

to various places in order to shop, dine and have fun with his family members.

Provides employment facilities even for those who are not involved directly: This is

one of the interesting cases found in the multiplexes. There are many departments

involved in the smooth functioning of the multiplex such as Human Resource, Marketing,

Food & Beverages, Administration and so on. All these departments are employed

directly as per the requirements. Now, there is also a lot of employment scope for those

people who are not involved directly in the multiplex industry. Many of the multiplexes

that have huge space such as Imax Adlabs organize many events such as children’s day,

teacher’s day, child festival and so on. Thus, to organize such events many people from

outside are involved such as decorators, musicians, caterers who indirectly gets

employed.

More number of screens: This is one of the most important reasons for the multiplex

boom. These are more screens, roughly 3-5, when compared to the normal movie theater

(Single Screen). As there are many screens in the multiplex, people get a huge variety

and range of movies to view. Also, the movie timings are flexible and thus a customer

can view any movie of their choice as per their availability and convenience. Due to this

the turnover of audiences as compared to the single screen theatres are relatively very

high.

Risk minimization: Also, the benefit that the multiplex has over the single screen movie

theatre is the ‘risk minimization’ factor. The multiplex has various partners, various

company collaborations, and thus they work together to achieve the goals set up by the

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Indian Multiplex Industry

organization. Also, the risk is minimized when the space is let out to various corporate

organizations such as Reliance, Vodafone, HDFC, Citibank and so on for product

launches and various promotional launches.

A TYPICAL MULTIPLEX

A typical multiplex has

4 Screens: A normal multiplex has 4 screens with 8-10 movies running as per schedules

and thus giving the audience variety of choices to choose the desired movie.

Ticketing options: The ticketing options in multiplexes are very systematic as compared

to a normal single screen theatre. There are lots of options available for booking the

tickets such as advance booking, home delivery, internet booking, tele-booking and

current booking. Thus, one doesn’t has to spend a lot of time in booking a ticket as there

are various options available.

Cafeteria: The multiplexes also have cafeteria in their vicinity which gives the

consumers limited options to satisfy their hunger and thirst as quickly as possible during

the screening of the movies.

Entertainment: Entertainment facilities are available for the children within the

multiplex arena in the form of games arcade, fun house etc. Also, special events such as

Valentines Day, Friendship Day and many more are organized which entertain the

teenagers.

Malls: The invent of malls within the multiplex and vice versa has made shopping easier

as everything can be done under a common roof, from enjoying to shopping, dinning etc.

Restaurants: They also form a part and parcel of the multiplex and satisfy the consumers

with wide range of food and beverages. Imax Adlabs has Sarson Da Saag, Spice of Italy

and various other restaurants under its roof.

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Indian Multiplex Industry

SEGMENTATION AND TARGET GROUP

Market segmentation for Multiplex :

Basically it is not possible for marketer to satisfy everyone in a market. Because, everyone

doesn’t has a common liking or disliking for a particular product or service. Thus there arises the

need for the market segmentation. Its done on the basis of Demographic, Psychographic and

behavioural differences among the consumers. Thus segmentation helps marketer to identify

Target market clearly and on the basis of that marketer plans strategies and attract the targeted

customer.

According to the research Multiplex owner has conducted, the come up with three categories

signifies different groups of people and their behaviour which plays a very important role in

making decisions. They are explained in the following ways:

1. Groucho

2. Westerner

3. Geeks

Groucho:

This group consist of 32% of Mumbai audience (Premium grp.)

They visit the cinema halls occasionally (once’ in 3 month)

Prefer to watch Hindi Thriller movies and also Regional movies.

Come late to movies at least by 15 minutes.

Prefer to watch with spouse and children.

Age grp. 25 – 44 yr.

Westerner:

This group consist of 5 % of Mumbai population residing in western part of the city.

Visit cinema hall regularly (Once per week)

Prefer to watch English movies as action, animation.

For Hindi, prefer suspense.

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Indian Multiplex Industry

Come 10 minute late to movie hall.

Prefer to watch movie with family and children.

Age group is 35 – 55 yr.

Geeks:

This group consist of 27 % of the population from other part of the city.

Visit cinema hall frequently (Once in a month)

Prefer to watch hindi action, war Dubbed English movies either alone or with friends

Enters 5 minutes late in the movie hall.

Age group is of 15 – 24 yrs.

MARKETING MEDIA CHANNELS FOR COMMUNICATION:

Print:

Print medias such as Newspaper, magazines, journals, pamphlets, poster etc.at he time of

release of movie, these medias are used to advertise intensively. Eg. Bombay Times, Mid-

day.

Radio:

Second most used medium. Multiplexes attract customers by various contests on Radio.

Leading Radio stations Radio Mirchi, Radio City etc

Web:

Personal website for multiplex is used by firm to market the movie. Promotional activities

and the new happenings along with new releases information been provide on website.

Bookings also been done on website.

SMS:

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Indian Multiplex Industry

New trend setup by multiplex is use of mobile sms for marketing. The database of numbers is

collected from the customer who watch movies. And then any promotional things, new

release movies, reminder to bookers is been done via sms.

Hoardings:

This is used to recall customers about the movies being screened at multiplex. Thus along

with multiplex are also promoted. Hoardings are placed both at populated place and in

multiplex which attract customers.

Tie-ups:

Multiplex has tie-ups only when it has promotional activities to be conducted within its

premises. It works with the company that is promoting and markets both the company’s

product as well as officials of multiplex.

Public relation:

This activity supports all the activities which are used to promote multiplex. Writing and

giving any promotion and it take care of any misunderstanding between consumer and

multiplex.

In –House Branding:

This promotional activities been taken in the premises of multiplex. Different sections like,

entertainment area, cafe area and dome area and so on. Every section try their best to retain

the viewer.

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Indian Multiplex Industry

MARKETING STRATEGIES

Entertainment Marketing: Marketing of entertainment services is referred as entertainment

marketing. Entertainment services include screening of movies, their premiers, press & media

required special screening of movie show & also different types of eatables served within the

multiplex is divided into two types namely:

Movie Marketing: this is one of the most important areas which is marketed & helps in

creating a brand image for the company. The main focus is to market the movies that are

big screened along with creating & making aware the people about the multiplex. Also

during such premier’s press & various media channels are invited to cover the whole

premier event which has a positive effect on the multiplex. As stars are called for the

premiers of special movies along with outside people, this act as s “synergy effect” and

thus more & more number of people become aware about the multiplex and its day to day

activities. All above this with the help of various media channels, huge & extensive

advertising is done for the movies which add to the recall value on the minds of the

people.

Café Marketing: This is an altogether new concept started and undertaken by

multiplexes for marketing its movies. It basically helps in promoting its movies with the

help of eatables sold in the cafeteria within the premises of the multiplex. Here the

eatables are named after the movies & various film stars during the release of much

hyped & successful movies.

E.g. Fame Adlabs during the release of the movie “Choker Bali” arranged special Bengali

dishes relating with the theme of the movie. The concept became a huge success and

now a separate section is being for the Bengali dishes. The café situated within the given

arena in multiplex.

Special Events Marketing: the positive point that multiples gains over others is that

along with the screening of various movies it also screens special event such as F1,

cricket matches, various documentaries and social messages that are to be passed n

community. Multiplex also organize celebration of religious festivals as well as special

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Indian Multiplex Industry

days such as valentine day, friendship day, Independence Day & republic day & events

such child fest. Also, it arranges for many events & birthday parties as per the customers

demands. Such activities give unique experience to its customers who feel the same home

& personalized atmosphere present there.

Tie up With Various Corporate: Multiplex has tie-up with many corporate associates

as they help each other in their day to day activities. Both of these go hand in hand. Their

relationship is of “give & take” type; it is like the corporates organize or the host the

events that are conducted in the multiplex & in turn the multiplex gives it sales indirectly.

E.g. “Women’s Day Celebration” on 8th March in ‘IMAX’ by ‘Citibank’. It was a huge

success for both made their customers satisfied & also lot more loyal customers for

themselves.

Movie Shootings & Advertisements: Multiplex also allows shootings for movies &

advertisements as it helps to publicize & create a brand name for itself. Movie shootings

advertisements take place here because of the ambient factors & also space the

surrounding. Also it acts as a business activity as the movie makers are not given the

premises free of cost.

Special Screening of Hollywood Movies: A new concept started by many multiplex is

the screening of Hollywood movies at their theatres. These special screenings are referred

as “Midnight Matinees”. Midnight Matinees is another innovative attempt on the part of

multiplex to combine various elements of leisure & partying with cinema viewing.

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Indian Multiplex Industry

MARKETING MIX OF MULTIPLEXES

Marketing Mix is the set of marketing tools that the organization uses to pursue its marketing

objectives in target market. Marketing mix decisions must be made for influencing the trading

channels as well as the final customers.

Multiplexes forming a part of service industry have their own marketing mix, which are:

Product

Price

Place

Process

People

Physical evidence

Promotion

Product

Services offered are the elements that make up the total service package and include both

tangible and intangible components. Below the table are different product levels existing in

multiplex and the expectations made by the consumers.

Product level Expectations made by the consumer

Generic (the basic benefit)Viewing space in the multiplex, view the

movie with the latest technology.

Expected (the expected benefit)

Cleanliness in the multiplex, punctuality in

start timings of the show, comfortable seating

arrangements.

Augmented (in addition to the expected

benefit)

Apart from the good quality of viewing, one

expects great ambience, helpful employees,

sophisticated interiors.

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Indian Multiplex Industry

Potential (beyond the usual, pleasant surprise)Incentives provided by the multiplex, reward

system.

Price

The art of effective pricing is to establish a price level that is low to represent good level to the

buyers but yet it should be high enough to allow the service provider to make his profit. Thus,

the price level of marketing mix is considered to be most critical component both from the

economic as well the social point of view.

Indian multiplex follow 2 methods of pricing:

Cost based pricing – it is also referred as cost plus pricing. It determines cost of service delivery

as well as predetermined rate of profit in order to arrive at a price. It is necessary to analyze all

cost accurately and differentiate between fixed and variable costs in order to use the costs as a

basis for pricing decisions.

Competition based pricing – in this method the price is determined on the basis of competitor’s

price. Now the major competitors are single screen movie theatres and other multiplexes. For eg.

The rates for single screen theatres are Rs. 100 whereas the rates in multiplexes are Rs. 250.

Thus, there is a very high variation in prices in the multiplexes when compared to the single

screen theatres. To cope up with the prices of the single screen movie theatres, nowadays

multiplexes have priced Rs. 60 for its early morning shows that are screened regularly.

Place

The place decision depends on the location and the distribution channel. The main problem for

creation of channels for services is that they cannot be manufactured in one place and distributed

all over. They can be offered from either single outlets or multiple outlets.

Place includes the surrounding, the actual location of the multiplex, accessibility from various

places, facilities available and other place related factors.

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Indian Multiplex Industry

FAME, CINEMAX and BIG CINEMAS are the best examples of an organization who has

multiplex outlets situated at various places of the city and provides movie viewing services with

latest technology.

Process

The process of a service refers to how a service is provided and delivered to the customer. To

design the process of a service various factors are involved such as location facility, design and

layout for effective workflow, procedures and job definitions for service providers, extent of

customer involvement, measures to ensure service quality, equipment selection and finally

adequate service capability.

People

In services, the employees very often represent the firm and in many cases they are the services.

The service provider has to train and equip the frontline staff with the capabilities to perform the

service, in order to deliver quality service to the customer. This causes the service firm to

integrate appropriate human resource practices into its strategies.

People have a direct link with the profits of the organization and thus the management strives

hard in developing “Customer Conscious Employees”. It is the people, who play an important

role in overall progress and development of the organization. The people’s way of dealing with

its customers helps them to create a better image for the organization (multiplex) and this in turn

help in creating good image in the minds of the people for the multiplex which in turn increases

the profitability of the multiplex.

Physical Evidence

In order to judge the quality of services, the customers rely on tangible cues. Physical evidence

thus aims at enhancing the customer’s perception of the services offered. It also influences the

employee’s performance at the time of service delivery process.

Essential evidence and peripheral evidence are the two elements of physical facilities. Both these

elements should be well coordinated in order to understand the potential impact and create the

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Indian Multiplex Industry

desired image of excellence in services. Essential evidence are dominant features like the

building area of the multiplex, its parking area, signboards, etc. whereas the peripherals evidence

are less dominant features such as the admission cards for its members (staff).

Thus physical evidence of multiplex can be summarized into:

Ambient factors

Air Conditioning

Excellent ventilation

Design factors

Uniform Appearance

Extensive parking lot

Spacious interiors

Social Factors

Well dressed employees

Courteous

Family atmosphere

Promotion

One of the key and the most important elements to marketing mix is promotion which is used for

the purpose of encouraging sales and also helps to convey the customer the position of the

services offered by the multiplexes. Also promotion helps to create awareness among the

customer. The tools used by multiplex industry for the marketing of services are advertising,

sales promotion, direct marketing, news papers, postage and web. These tools are used to create

favorable response from the target audience.

The biggest advantage to the multiplex is that it has a very wider area of scope to carry out its

promotional as well as day-to-day activities. Also, one of the important reasons is that it is

located in the centre of the city which makes it easily accessible from all the sides.

Due to large space, many companies and organizations market their own product and services

within the multiplex as they are able to target their own set of target customers. Also, many of

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Indian Multiplex Industry

these organizations give advertisements to be screened on the 4-screens. Out of the amount spent

by the organizations for advertising 2% of it comes in the use for cinemas as a part of

promotions, films, slides and signage.

Every multiplex has its own set of objectives when it follows the promotional strategies. The

most important strategies are:

1. Awareness: The multiplex takes full care that its objective of, ‘making the multiplex

familiar to one and all’ is accomplished. But now their main objective has been shifted to

boost up sales with the help of many promotional activities.

2. Brand Visibility: branding should be done in such a way that the people have good

recall value for it which helps to increase sales. The brand visibility is done by making

the people aware about the logo of multiplex, its location, accessibility and various such

factors.

3. Induce Sales: Selling the services is one of the key issues of a multiplex. Their services

include viewing of movies, cafeterias, entertainment arena and so on. The increase in sale

is possible only due to the promotional activities.

4. Induce first time trial: This can be done for those individuals or those groups of people

who are unaware about such concept of the multiplex and the benefits derived from it.

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PLAYERS OF INDIAN MULTIPLEX INDUSTRY

1) FUN CINEMAS

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. As of 2007, Fun Cinemas has a total of 55

screens in 16 multiplexes across India. The locations are Chandigarh, Panipat, Mumbai,

Gulbarga, Ahmedabad, Jaipur, and Agra.

Currently, the company has around 140 cinema screens: 45 ‘premium’ screens under the Fun

Cinemas brand and 90 digital screens. The company plans to have 300 Fun Cinemas screens, 250

Talkie Town screens and 1,000 digital screens by the year 2011.Fun Cinemas caters to the

premium segment and promises facilities such as service-on-seats, online booking, and a loyalty

programme.

SERVICES OFFERD BY FUN CINEMAS AT CHANDIGARH

The Fun Cinemas offers you one of the hippest and most happening experiences of cinema in

Chandigarh . After a successful launch of Fun Republics at Ahmedabad and Mumbai,

Chandigarh is the third in chain of the nationwide integrated entertainment destinations being set

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up by E-City. The Fun republic of Chandigarh covers an area of 90,000 sq. ft. with provisions to

park up to 300 cars. The Fun Cinemas in Chandigarh is the multiplex associated with Fun

Republic . Besides the multiplex, there is a world-class food court, the Fun Food Court featuring

eminent brands like Sagar Ratna, Pizza Hut, Tikka Express, Café Coffee Day, and Ruby

Tuesday. It also houses the city's first Mc Donald's outlet, a favorite among the tourists. A

dedicated chunk of space at Fun Cinemas in Chandigarh caters to the shopping needs of the

guests. This Fun Mart features brands like Levi's, Dockers, Reebok, Adidas, Provogue, Lee

Cooper, Samsonite, Gini & amp, Jony, Lilliput, Rockport, Greg Norman, Hangten, Ethos,

Emminent, Numero Uno, Oleega, Nzyme, and Fen Fang among others. The adjoining Planet M

is a meeting point of music lovers in the city and also features a virtual reality futuristic video

games zone branded as Fun Gaming.

2) INOX

INOX LEISURE LTD

INOX Leisure Limited is the diversification venture of the INOX Group into entertainment and

is a subsidiary of Gujarat Flurochemicals Ltd. INOX Leisure’s mission is to be the leader in the

cinema exhibition industry, in every aspect right from the quality and choice of cinema to the

varied services offered and eventually the highest market share

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Indian Multiplex Industry

INOX has traversed its own path by bringing in a professional and service oriented approach to

the cinema exhibition sector. With strong financial backing, impeccable track record and strong

corporate ethos, INOX has established a strong presence in the cinema exhibition industry in the

short span of a little over six years since the opening of its first multiplex

INOX currently operates 30 multiplexes and 109 screens in 21 cities making it a truly pan-Indian

multiplex chain. Winner of the ‘ICICI Entertainment Retailer of the Year’ Award 2005, TAAL

Multiplexer 2006 and Emerging Superbrand of the year 2006 – 2007 Award, INOX Leisure Ltd.

will continue its expansion into places like Jodhpur, Ahmedabad, Bhopal, Mangalore,

Coimbatore, Kanpur, Hubli, Vishakhapatnam, Bhuvaneshwar, etc. Its merger with CCPL (89

Cinemas), has given INOX access to an additional 9 multiplexes in West Bengal and Assam.

INOX was also chosen post a nationwide tender to design, construct and operate the prestigious

multiplex in Goa that hosts the International Film Festival of India.

All INOX cinemas have state of the art facilities in terms of modern projection and acoustic

systems, interiors of international standards, stadium styled high back seating with cup holder

arm-rests, high levels of hygiene, varied theatre food, a selection of Hindi, English and regional

movies, computerized ticketing and most importantly high service standards upheld by a young

and vibrant team

LIVE THE MOVIE only at INOX!

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3) PVR CINEMAS

PVR (Priya Village Roadshow) Cinemas is one of the largest cinema chains in India. The

company, which began as a joint venture agreement between Priya Exhibitors Private Limited

and Village Roadshow Limited, began its commercial operations in June 1997 with the launch of

PVR Anupam in Saket, India's first multiplex. By introducing the multiplex concept in India,

PVR Cinemas brought in a whole new paradigm shift to the cinema viewing experience: high

class seating, state-of-the-art screens and audio-visual systems.

As of 2009, PVR has a total of 106 screens in 26 multiplexes across India. PVR commands a

significant presence in New Delhi and NCR with 37 screens in 13 multiplexes. PVR also has a

strong presence in Lucknow, Indore, Hyderabad, and Bangalore. It is expanding to other parts of

the country, especially in Mumbai with openings of PVR Juhu, where there are many other

established multiplex. After the tremendous success of Cinema Europa in Delhi, PVR Cinemas

has introduced the concept of luxury viewing to Bangalore as well. PVR also currently operates

India's largest multiplex, PVR Bangalore, which has 11 screens multiplex which includes two

ultra premium cinemas known as the Gold Class and two luxurious auditoriums called Cinema

Europa

PVR recently launched its premium brand, PVR Premiere, targeted at urban consumers in

metros, with the opening of PVR Select Citywalk. The company operates two other brands, PVR

Talkies, the no-frills cinemas for consumers in tier II cities and the original PVR Cinemas

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Indian Multiplex Industry

targeted at the urban & semi-urban consumers. PVR additionally plans to invest Rs 300-400

crore to open 250 screens by 2010.

4) BIG CINEMAS

BIG Cinemas, a division of Reliance MediaWorks Limited, a member of the Reliance Anil

Dhirubhai Ambani Group(ADAG), is India’s largest cinema chain with about 516 screens spread

across India, US and Malaysia and Netherlands and caters to over 40 million consumers.After

pioneering the IMAX experience in India, it recently launched 3D and 6D technology and is the

only cinema chain to screen films in all three formats. It is also launching the first megaplexes in

the country

BIG Cinemas has also successfully created a pan US footprint and the circuit accounts for about

30-35% of Hindi features box office collections and over 70% of Tamil and Telegu box office

collections from the US. In Malaysia, the company now has a strong presence of 66 screens that

plays Hollywood features besides Chinese and Tamil films to cater to the 1.5 million Tamil

population. The company is also working towards establishing presence in Netherlands and has

associated with Pathe Theatres to begin screening Indian movies.

BIG Cinemas is committed to providing audiences across India over all economic strata, access

to BIG Cinemas' world-class cinemas. This is being achieved through a strategy of not only

setting up standalone properties and cinemas in malls, but also taking over current properties,

renovating and operating them, taking advantage of their considerable existing infrastructure and

brand value.25

Indian Multiplex Industry

Over the years, BIG Cinemas has created iconic destinations such as BIG-Cinema Park in Agra,

a kilometer away from the Taj Mahal, which has pioneered the multi-sensory cinema experience

in India through a six-dimensional show. BIG Cinemas has also partnered with IMAX

Corporation to install IMAX’s new world class digital projection system in BIG Cinemas’

flagship IMAX theatre in Mumbai. This new technology marks the first digital IMAX location in

India and enables BIG Cinemas to take advantage of the growing slate of Hollywood releases in

IMAX and IMAX 3D. BIG Cinemas is thereby the only cinema in India which screens films in

both 3D and 6D formats.

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