PVR Cinemas is India's largest cinema chain, with 101 screens across the country. It aims to provide a premium movie-going experience through high quality projection and sound systems. PVR targets urban middle- and upper-income consumers seeking variety and entertainment. Consumer surveys show that PVR is the most preferred multiplex due to factors like seating, projection quality, and ease of booking tickets. However, some respondents felt that food quality and prices could be improved further.
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PVR Cinemas is India's largest cinema chain, with 101 screens across the country. It aims to provide a premium movie-going experience through high quality projection and sound systems. PVR targets urban middle- and upper-income consumers seeking variety and entertainment. Consumer surveys show that PVR is the most preferred multiplex due to factors like seating, projection quality, and ease of booking tickets. However, some respondents felt that food quality and prices could be improved further.
PVR Cinemas is India's largest cinema chain, with 101 screens across the country. It aims to provide a premium movie-going experience through high quality projection and sound systems. PVR targets urban middle- and upper-income consumers seeking variety and entertainment. Consumer surveys show that PVR is the most preferred multiplex due to factors like seating, projection quality, and ease of booking tickets. However, some respondents felt that food quality and prices could be improved further.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
PVR Cinemas is India's largest cinema chain, with 101 screens across the country. It aims to provide a premium movie-going experience through high quality projection and sound systems. PVR targets urban middle- and upper-income consumers seeking variety and entertainment. Consumer surveys show that PVR is the most preferred multiplex due to factors like seating, projection quality, and ease of booking tickets. However, some respondents felt that food quality and prices could be improved further.
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PVR Cinemas
INTRODUCTION The magical word in cinemas today is - multiplex. PVR Limited (PVR) is a leading, premium multiplex cinema exhibition company with a growing presence across various verticals of the lifestyle entertainment domain.
Belongs to the film exhibition industry. Film exhibition is key interface between the Film Audience and the Movie content.
By: Rajat Jhingan
THE INDIAN EXHIBITION INDUSTRY
According to the - KPMG report domestic theatrical revenues contributes 57% of the total Rs59bn film industry revenues and are expected to grow at 17%. Overall, the Indian film industry is expected to grow at 16% CAGR it is expected to reach Rs143bn in 2010. Extreme paucity: A UNESCO study estimates that while India currently has 12,900 cinemas, around 20,000 more cinemas are required to meet the increasing demand for film entertainment.
By: Rajat Jhingan
An analysis of drivers on the supply side: growth in film industry improving real estate supply, and favourable tax exemptions. An analysis of drivers on the demand side: Favorable demographic changes An increase in disposable income in the hands of everexpanding Indian middle class 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 By: Rajat Jhingan 4
KEY PLAYERS IN THE MARKET
Wave multiplex
Fun cinemas Inox theatre Adlabs films
By: Rajat Jhingan
PVR CINEMAS Indias largest cinema chain. Started in the year 1997. 101 screens across the country. First to launch Indias biggest 11 screen multiplex PVR Bangalore. First to receive institutional funding in the cinema industry from ICICI Venture. First to introduce THX approved three way surround sound system with real life sound effects and projection facility with latest Xenon based technology. PVR Pictures made its production debut in December 2007 with Taare Zameen Par, a co-production with Aamir Khan Productions Ltd. Distributed by PVR Pictures. By: Rajat Jhingan 6
Corporate structure of PVR Limited
By: Rajat Jhingan
PVR AS A BRAND Brand synonymous with quality. 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.
Brought in a whole new paradigm shift to cinema viewing experience, high class seating, state of the art screens and audio visual systems. By attracting a record number of urban middle & upper income consumers to the complex, major national & international brands - McDonalds, TGIF, Archies, Benetton, Pizza Hut, Nike, Reebok, Adidas - have opened their outlets in the multiplexes, making PVR the destination for complete family entertainment. By: Rajat Jhingan 8
MARKET SEGMENTATION PVR is a Concentrated Market because they only cater to the premium movie-going audience PVR Cinemas has approx. 22 million movie goers per month. Consumer Demographic Segmentation Age: 61% between 18 and 49 Gender: 47% Males / 53% Female Income: 61% have income over 50K
Education: 55% of adult movie-going audience has attended/graduated college. Of these adults, 37% have college degrees or higher. By: Rajat Jhingan 9
Consumer Psychographic Segmentation: PVR Movie Goers are people with high resources and can be classified as: Experiencers who seek variety and entertainment. PVR Movie Buffs Consumer Behavioral Segmentation Usage rate: 1/3 of the population attends the movies one or more times per month.
By: Rajat Jhingan
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DISTRIBUTION STRUCTURE PVR has ventured into the business of film distribution and set up PVR Pictures, a fully owned subsidiary of PVR Ltd. PVR Pictures has also signed a 50:50 joint venture with Ram Gopal Verma's - K Sera Sera's production company 'Factory. PVR/Factory has exclusive distribution rights in Delhi, Uttar Pradesh and Uttranchal. Tie up with Oxigen Services India Pvt. Ltd. book movie tickets through Oxigens pan India retail network of approximately 5000 digital web vendors walk into any Oxigen outlet and book tickets for PVR cinemas PVR tickets directly on the Oxicash website. By: Rajat Jhingan 11
Consumers Information and the consumer insights
Purchasers How often do you visit Multiplexes?
16 14 12 10 Response in 8 numbers 6 4 2 0 2-4 times a Once a month Once in 3 month months Months Once a year
Majority, i.e, 20 out of 35 respondents visit multiplexed once a month, followed by 15 people who are more frequent and they visit the multiplexes 2-4 times in a month. By: Rajat Jhingan
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Use and usage behavior
What is your monthly expenditure on movies?
Do you buy the food and the refreshments sold inside the multiplex?
Less than 200 200-400 400-1000 1000 and above
Yes No
Whcih show do you prefer to watch a movie?
Morning Matinee Evening Night
By: Rajat Jhingan
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end-consumer's needs, desires, preferences
Which Multiplex do you prefer to visit? 25 20 Response in 15 numbers 10 5 0 Wave Fun Cinemas Multiplex PVR Inox
PVR came out to be the most preferred multiplex as selected by 25 out of 30 respondents
What is the best and unique feature of the multiplex selected by you?
Seating, Projecting, Screen size, picture and sound quality Service Food Quality Ticket pricing Ease of booking tickets.
Seating, Projecting, Screen size, picture and sound quality, and ease of booking tickets is the most important parameter 14
By: Rajat Jhingan
Perceived branding How are the seating, screen and sound systems? 20 18 16 14 12 10 8 6 4 2 0 Excellent Good Satisfactory Poor
Majority perceive it to be good, followed by some who perceive excellent
What are the standards of food and refreshments available Inside?
20 15 10 5 0 Excellent Good Satisfactory Poor
20 Out of 35 respondents feel that the food quality available inside the multiplexes is good, while 10 respondents feel that the food quality is poor. 15
By: Rajat Jhingan
Brand attribute: variable pricing
What are the rates at which the tickets are available for the show selected by you? 25 20 15 10 5 0 50-80 90-150 150-200 200 and above
What makes a multiplex better source of entertainment?
Not driven by promotion but through word of mouth.
First mover advantage. People come for the complete experience and not just the movie. Quality of the food and prices need to be improved. Seating and projection are the most important criteria for the selection of any multiplex and not just the price.
By: Rajat Jhingan
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RECOMMENDATIONS Quality and price of the food need to be improved. Constant innovation required because the competition is increasing. Screening of matches during IPL final stages. Join hands with other competitors to start an anti piracy drive. Very strong scope in other forms of Entertainment like Bowling alley, Gaming and Ice Skating Rink. So PVR should try to accommodate these facilities in its zone. Reintroduce the students discount concept to gain popularity amongst youth which forms a major chunk of its customers.
