comparitive analysis of two leading multiplexes

A Comparative Study on the A Comparative Study on the Strategies Adopted by Cinema Strategies Adopted by Cinema Theatres, for the Movies they Theatres, for the Movies they

ScreenScreen

Objectives:Objectives:

To compare the strategies adopted by PVR and To compare the strategies adopted by PVR and WAVE cinemas.WAVE cinemas.

To study the behavior of cinegoers of different To study the behavior of cinegoers of different age groups.age groups.

To study the factors affecting the choice of the To study the factors affecting the choice of the respondents of different age groups. respondents of different age groups.

PVR CinemasPVR Cinemas Largest cinema chain in India.Largest cinema chain in India. Began its commercial operations in June 1997.Began its commercial operations in June 1997. Launched India’s first multiplex.Launched India’s first multiplex. First to launch India’s biggest 11 screen multiplex at PVR First to launch India’s biggest 11 screen multiplex at PVR

Bangalore.Bangalore. First to have a fully digital multiplex at PVR Ambience Mall, First to have a fully digital multiplex at PVR Ambience Mall,

Gurgaon.Gurgaon. First to introduce THX.First to introduce THX. First to offer mobile, computerized & online ticketing.First to offer mobile, computerized & online ticketing. Entered the production business by launching PVR Pictures.Entered the production business by launching PVR Pictures. 101 screens in 25 multiplexes across India, with 37 screens 101 screens in 25 multiplexes across India, with 37 screens

and 13 multiplexes in Delhi and NCR. and 13 multiplexes in Delhi and NCR.

WAVE CinemasWAVE Cinemas One of the quality cinema exhibitors in India.One of the quality cinema exhibitors in India. Began its commercial operations in September 2003, Began its commercial operations in September 2003,

as a part of the Chadha Group. as a part of the Chadha Group. Penetrates the untapped raw territories of UP and Penetrates the untapped raw territories of UP and

Punjab.Punjab. Carries its distribution business in a partnership with Carries its distribution business in a partnership with

Ginni Arts.Ginni Arts.

Booking tickets is no more painstaking…Booking tickets is no more painstaking…

PVR v/s WAVE

P V R

W A V E

v/s

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P V R W A V E S

s c h o o l s t u d e n t s

c o l le g e s t u d e n t s

p r o f e s s io n a ls

m id d le - a g e d g r o u p

Popularity as a brandPopularity as a brand

P V R

W A V E S

Popularity as a Brand

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P V R W A V E S

s c h o o l s t u d e n t s

c o l le g e s t u d e n t sp r o f e s s io n a ls

m id d le - a g e d g r o u p

Location of cinema Location of cinema theatretheatre

P V R

W A V E S

Location of cinema theatre

Frequency of Watching Movies Frequency of Watching Movies atat a Particular Cinema Theatre a Particular Cinema Theatre

P V R

W A V E S

Frequency of Watching Movies at a Particular Cinema Theatre

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P V R W A V E S

s c h o o l s t u d e n t s

c o l le g e s t u d e n t s

p r o f e s s io n a ls

m id d le - a g e d g r o u p

Pocket Friendliness Pocket Friendliness

P V R

W A V E S

Pocket Friendliness

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P V R W A V E S

s c h o o l s t u d e n t s

c o l l e g e s t u d e n t s

p r o f e s s i o n a l s

m i d d l e - a g e d g r o u p

Technology Technology

P V R

W A V E S

Technology

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P V R W A V E S

s c h o o l s t u d e n t s

c o l le g e s t u d e n t s

p r o f e s s io n a ls

m id d le - a g e d g r o u p

Service Variety Service Variety

P V R

W A V E S

Service Variety

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P V R W A V E S

s c h o o l s t u d e n t s

c o l le g e s t u d e n t s

p r o f e s s io n a ls

m id d le - a g e d g r o u p

The “The “Platinum LoungePlatinum Lounge” ” concept concept

P V R

W A V E S

The “Platinum Lounge” concept

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P V R W A V E S

s c h o o l s t u d e n t s

c o l le g e s t u d e n t s

p r o f e s s io n a ls

m id d le - a g e d p e o p le

Promotion Strategies Promotion Strategies

P V R

W A V E S

Promotion Strategies

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P V R W A V E S

s c h o o l s t u d e n t s

c o l le g e s t u d e n t s

p r o f e s s io n a ls

m id d le - a g e d g r o u p

Value for Price Paid Value for Price Paid

P V R

W A V E S

Value for Price Paid

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P V R W A V E S

s c h o o l s t u d e n t sc o l le g e s t u d e n t sp r o f e s s io n a lsm id d le - a g e d g r o u p

CONCLUSIONCONCLUSION Customers in the age group of 10-16 yrs and 17-23 Customers in the age group of 10-16 yrs and 17-23

yrs favor PVR cinemas.yrs favor PVR cinemas. Prime factor governing the popularity of PVR Prime factor governing the popularity of PVR

cinemas -“hand to mouth pocket money”.cinemas -“hand to mouth pocket money”. Unaware of factors like promotion strategies and Unaware of factors like promotion strategies and

technology.technology. People feel attached to Priya and PVR after so many People feel attached to Priya and PVR after so many

years-years-Brand Loyalty.Brand Loyalty.

English movies not happeningEnglish movies not happening at WAVES for at WAVES for customers in the age group of 24-30 yrs.customers in the age group of 24-30 yrs.

Whereas, PVR serves customers of both kinds of Whereas, PVR serves customers of both kinds of customers.customers.

Brand is not a problem with customers in the age group Brand is not a problem with customers in the age group of 31yrs and above.of 31yrs and above.

RECOMMENDATIONSRECOMMENDATIONS

Customer tastes and preferences are very dynamic and Customer tastes and preferences are very dynamic and unpredictable in nature.unpredictable in nature.

WAVES may pose threat to PVR collections.WAVES may pose threat to PVR collections. PVR should take more frequent initiatives to advertise and PVR should take more frequent initiatives to advertise and

promote itself.promote itself. WAVES cineplexes get down!WAVES cineplexes get down!

--Reduce prices to attract the major chunk of cinegoers, i.e. Reduce prices to attract the major chunk of cinegoers, i.e. Customers in the age group of 10-16 yrs and 17-23 yrsCustomers in the age group of 10-16 yrs and 17-23 yrs

WAVES, Improve the technology!WAVES, Improve the technology!