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Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
Entertainment industry multiplexes
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Entertainment industry multiplexes

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  • 1. ENTERTAINMENTENTERTAINMENT INDUSTRYINDUSTRY SUBMITTEDSUBMITTED BY-BY- DIPIKA KAPOORDIPIKA KAPOOR NEHA GUPTANEHA GUPTA PAYAL MAHAJANPAYAL MAHAJAN VARINDA GUPTAVARINDA GUPTA
  • 2. INTRODUCTIONINTRODUCTION The story of single-screen theatre hasThe story of single-screen theatre has reached its sad end in India. Multi-screenreached its sad end in India. Multi-screen theaters have opened new vistas for thetheaters have opened new vistas for the entertainment industry. After the entry ofentertainment industry. After the entry of corporate titans like Reliance, the scenariocorporate titans like Reliance, the scenario of entertainment services has becomeof entertainment services has become more professional than ever. Thesemore professional than ever. These theaters have changed the entire movie-theaters have changed the entire movie- going experience.going experience.
  • 3.  Multiplexes currently constitute 4-5 % of theMultiplexes currently constitute 4-5 % of the 12,900 screens in India, the industry has a12,900 screens in India, the industry has a long way to go. This is just the beginning oflong way to go. This is just the beginning of multiplex revolution.multiplex revolution.  In multiplex segment, PVR is the marketIn multiplex segment, PVR is the market leader in India.leader in India.  Besides, there are other major players like:Besides, there are other major players like: Adlabs, Waves, Inox Leisures, Cinemax,Adlabs, Waves, Inox Leisures, Cinemax, Fame etc.Fame etc.  These multi-screen theaters have startedThese multi-screen theaters have started more facilities for customers like: online ticketmore facilities for customers like: online ticket booking, attractive sales promotion schemes,booking, attractive sales promotion schemes, home delivery of tickets, SMS booking, toll-home delivery of tickets, SMS booking, toll- free calling services etc.free calling services etc.
  • 4. CUSTOMER RELATIONCUSTOMER RELATION MANAGEMENTMANAGEMENT Customer relationship managementCustomer relationship management (CRM)(CRM) is a broadly recognized, widely-is a broadly recognized, widely- implemented strategy for managing aimplemented strategy for managing a company’s interactions withcompany’s interactions with customerscustomers,, clients and sales prospects.clients and sales prospects.
  • 5. PHASESPHASES The three phases in which CRM support the relationshipThe three phases in which CRM support the relationship between a business and its customers are to:between a business and its customers are to:  AcquireAcquire: CRM can help a business acquire new customers: CRM can help a business acquire new customers through contact management,through contact management, direct marketingdirect marketing, selling, and, selling, and fulfillment.fulfillment.  EnhanceEnhance: web-enabled CRM combined with customer: web-enabled CRM combined with customer service tools offers customers service from a team of salesservice tools offers customers service from a team of sales and service specialists, which offers customers theand service specialists, which offers customers the convenience of one-stop shopping.convenience of one-stop shopping.  RetainRetain: CRM software and databases enable a business to: CRM software and databases enable a business to identify and reward its loyal customers and further develop itsidentify and reward its loyal customers and further develop its targeted marketing and relationship marketing initiatives.targeted marketing and relationship marketing initiatives.
  • 6. STRATEGYSTRATEGY For larger-scale enterprises, a complete and detailedFor larger-scale enterprises, a complete and detailed plan is required to obtain the funding, resources, andplan is required to obtain the funding, resources, and company-wide support that can make the initiative ofcompany-wide support that can make the initiative of choosing and implementing a system successful.choosing and implementing a system successful. Benefits must be defined, risks assessed, and costBenefits must be defined, risks assessed, and cost quantified in three general areas:quantified in three general areas:  PROCESSESPROCESSES  PEOPLEPEOPLE  TECHNOLOGYTECHNOLOGY
  • 7. PROCESSPROCESS PROMOTIONPROMOTION PHYSICAL EVIDENCEPHYSICAL EVIDENCE PEOPLEPEOPLE PLACEPLACE PRICEPRICE PRODUCTPRODUCT THE MARKETING MIX THE MARKETING MIX The 7 P’s of Multiplex Cinemas
  • 8. ENTERTAINMENT INDUSTRYENTERTAINMENT INDUSTRY This can be explained properly with the bifurcation below.This can be explained properly with the bifurcation below. Traditional live entertainment industryTraditional live entertainment industry ::  TheaterTheater  Play writersPlay writers  Actors and Theater directorsActors and Theater directors Music industryMusic industry    Composers and SongwritersComposers and Songwriters Singers and MusiciansSingers and Musicians OrchestrasOrchestras Publication industryPublication industry  AuthorsAuthors JournalistsJournalists PublishersPublishers PrintersPrinters The 20th century mass media industryThe 20th century mass media industry ::  Film studiosFilm studios CinemasCinemas BroadcastingBroadcasting  Record industryRecord industry Theme parksTheme parks DiscothèquesDiscothèques
  • 9. WHAT IS A MULTIPLEX INDUSTRYWHAT IS A MULTIPLEX INDUSTRY Multiplex is a medium that offers a personMultiplex is a medium that offers a person composite entertainment comprising of acomposite entertainment comprising of a one stop destination to shop, entertain,one stop destination to shop, entertain, and dine and watch a Varity of moviesand dine and watch a Varity of movies under a common roof. Multiplex are one ofunder a common roof. Multiplex are one of the means of lifestyle that offer to viewersthe means of lifestyle that offer to viewers the choice of watching a movie in a fivethe choice of watching a movie in a five star or three star environment.star or three star environment.
  • 10. SOME FACTS ABOUTSOME FACTS ABOUT MULTIPLEXESMULTIPLEXES  Presently there are approximately 13000Presently there are approximately 13000 screens in India with equal number of spacescreens in India with equal number of space available for the same amount of theatres toavailable for the same amount of theatres to be opened.be opened.  Multiplexes in India are given benefits forMultiplexes in India are given benefits for their development as they form a major parttheir development as they form a major part of the entertainment industry. Benefits suchof the entertainment industry. Benefits such as overall tax concession, reduction inas overall tax concession, reduction in entertainment tax and so on are provided byentertainment tax and so on are provided by the govt.the govt.
  • 11. COMPETITIVE RIVALRY WITHIN THE INDUSTRY THREATS OF NEW ENTRANTS THREATS OF SUBSTITUTES BARGAINING POWER OF CUSTOMERS BARGAINING POWER OF SUPPLIERS PORTER’S FIVE FORCE MODEL
  • 12. PROBLEMS FACED BY THEPROBLEMS FACED BY THE INDUSTRY-INDUSTRY-  Indiscipline among filmmakers. This madeIndiscipline among filmmakers. This made the industry fragmented and disorganized.the industry fragmented and disorganized. Piracy leading to massive losses for thePiracy leading to massive losses for the industry.industry. Lack of resources in terms of finance,Lack of resources in terms of finance, human etc.human etc. Lack of corporatized management. LimitedLack of corporatized management. Limited studio space and lack of security lending tostudio space and lack of security lending to an expensive foreign locales resulting inan expensive foreign locales resulting in drain of resources.drain of resources.  Reluctance of financial institutions to fundReluctance of financial institutions to fund non asset based venturesnon asset based ventures  Lack of expertise to handle latestLack of expertise to handle latest equipments.equipments.
  • 13. Services Provided Multiplexes providesMultiplexes provides the user,the user,  Entertainment-relatedEntertainment-related informationinformation  PricingPricing  AvailabilityAvailability  Reservations for ticket forReservations for ticket for its cineplexes.its cineplexes. Theatre EnvironmentTheatre Environment  Auditorium SeatingAuditorium Seating  RestroomsRestrooms  Parking AreaParking Area Film PresentationFilm Presentation  Sound QualitySound Quality  Picture QualityPicture Quality  VolumeVolume Food ServiceFood Service  Cleanliness of Snack BarCleanliness of Snack Bar  Selection of ConcessionsSelection of Concessions  Taste/Temp of Food ItemTaste/Temp of Food Item PersonnelPersonnel  Ticket CashierTicket Cashier  Snack Bar AttendantSnack Bar Attendant  Handling of ProblemsHandling of Problems
  • 14. SWOT ANALYSIS OFSWOT ANALYSIS OF ENTERTAINMENT INDUSTRYENTERTAINMENT INDUSTRY STRENGHTSSTRENGHTS  most booming sectors in Indiamost booming sectors in India  Change in the lifestyle and spending patterns of the Indian masses onChange in the lifestyle and spending patterns of the Indian masses on entertainment.entertainment.  Technological innovationsTechnological innovations WEAKNESSESWEAKNESSES  1. The Entertainment sector in India is highly fragmented.1. The Entertainment sector in India is highly fragmented. 2. The lack of efforts for media penetration in lower socio-economic classes,2. The lack of efforts for media penetration in lower socio-economic classes, where the mediawhere the media penetration is low.penetration is low.  3. The film exhibition business’s fortunes depend on the success of the films3. The film exhibition business’s fortunes depend on the success of the films they are showingthey are showing  4. Rapid development of digital technology and the advancement in the4. Rapid development of digital technology and the advancement in the broadband andbroadband and  networking spacenetworking space  5. Low margins and seasonal factors in the movie exhibition .5. Low margins and seasonal factors in the movie exhibition .
  • 15. OPPORTUNITIESOPPORTUNITIES  The Indian film industry is the largest film industry in the world inThe Indian film industry is the largest film industry in the world in terms of no. of films produced and tickets sold each year expectingterms of no. of films produced and tickets sold each year expecting growth will be continued in coming years.growth will be continued in coming years.  The increasing interest of global investors in this sector.The increasing interest of global investors in this sector.  The media penetration is poor for the poorer sections of the society,The media penetration is poor for the poorer sections of the society, offering opportunities of expansion in this areaoffering opportunities of expansion in this area  Rise in viewership and advertisement expenditure.Rise in viewership and advertisement expenditure. THREATSTHREATS  Piracy, violation of intellectual property rights poses a major threatPiracy, violation of intellectual property rights poses a major threat to media and entertainment concerns.to media and entertainment concerns.  Rapid innovations in technological sector.Rapid innovations in technological sector.  Increased competition with other entertainment sector like IPL,Increased competition with other entertainment sector like IPL, affect the occupancy rate in theatre.affect the occupancy rate in theatre.
  • 16. Research ObjectiveResearch Objective The major objective of this research wasThe major objective of this research was to determine the factors that constitute theto determine the factors that constitute the bases of customer relationshipbases of customer relationship management (CRM) wrt.two multiplexes inmanagement (CRM) wrt.two multiplexes in Noida city Waves and Adlabs.Noida city Waves and Adlabs.
  • 17. Research MethodologyResearch Methodology  The study was an explanatory meant for theThe study was an explanatory meant for the purpose of investigation of factors that constitutepurpose of investigation of factors that constitute the foundation of CRM in entertainment sector.the foundation of CRM in entertainment sector.  Based on these factors , Adlabs and wavesBased on these factors , Adlabs and waves multiplexes were compared .this reserch wasmultiplexes were compared .this reserch was conducted on 100 movies-goers in noida (50conducted on 100 movies-goers in noida (50 visitors of Adlabs and 50 of Waves ) whichvisitors of Adlabs and 50 of Waves ) which included students , business men , executives,included students , business men , executives, family etc.family etc.
  • 18. Tool For Data Collection AndTool For Data Collection And AnalysisAnalysis For primary data collection , a selfFor primary data collection , a self administered and non disguised five pointadministered and non disguised five point scale questionnaire containing 21scale questionnaire containing 21 statements was usedstatements was used For the research , some hypothesis wereFor the research , some hypothesis were formulated and tested for significance toformulated and tested for significance to prove the objective in scientific manner.prove the objective in scientific manner.
  • 19. Results and DiscussionsResults and Discussions Ambience: this factor was constituted ofAmbience: this factor was constituted of level of comfort in multiplex , fully airlevel of comfort in multiplex , fully air conditioned hall, plush and comfort chairs.conditioned hall, plush and comfort chairs. Amenities: This factor constitutedAmenities: This factor constituted customer friendly services , food joints ,customer friendly services , food joints , drinking water facilities , neat and cleandrinking water facilities , neat and clean toilets and kid zone etc ..toilets and kid zone etc ..
  • 20. Speedy servicesSpeedy services : This factor: This factor constituted spped of ticket booking ,constituted spped of ticket booking , facility of quick location of speed , speedfacility of quick location of speed , speed of services in restaurnant .of services in restaurnant . Staffs cooperativeness:Staffs cooperativeness: This factorThis factor constituted the friendly behaviour by staff,constituted the friendly behaviour by staff, their problem solving attitude .their problem solving attitude .
  • 21. Online servicesOnline services : The factor constituted: The factor constituted the range of online services provided bythe range of online services provided by multiplex , online ticket booking and onlinemultiplex , online ticket booking and online payment system.payment system. Infrastructure : The factor constituted: The factor constituted infrastructural components like buildinginfrastructural components like building and other facilities.and other facilities.
  • 22. Conclusion and ImplicationsConclusion and Implications The study has determined six factors: ambienceThe study has determined six factors: ambience amenities speedy services staffsamenities speedy services staffs cooperativeness online service andcooperativeness online service and infrastructure. The result of this study can be ofinfrastructure. The result of this study can be of use for multiplex theatres via-a-vis single screenuse for multiplex theatres via-a-vis single screen theatres. This study can be made on largetheatres. This study can be made on large sample and comparison across various citiessample and comparison across various cities can be done. However, this study is limited tocan be done. However, this study is limited to noida city only . The study has wide implicationsnoida city only . The study has wide implications for the industry in specific. Much work can befor the industry in specific. Much work can be done towards strengthening CRM practices indone towards strengthening CRM practices in multiple segments in INDIA .multiple segments in INDIA .

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