The timeline of single-screens to multiplex marketing. Future of Multiplexes in India

1. Multiplex Marketing

2. What is Multiplex?
• Multiple screen movie theatre complex
• Abroad, a Multiplex has around 12-16 screens
• Megaplex has 14-20 screens

3. About Multiplex and Megaplex
• 1979 - The world’s first multiplex was the 18-screen
movie theatre complex ‘Eaton Center’ in Toronto,
Canada.
• It is considered as a forerunner of the current day’s
Megaplex.
• It was recorded in the Guinness Book of World Records.

5. Cont’d…
• 1988 - The world’s first modern day Megaplex is
‘Kinepolis’ in Brussels, Belgium opened with 25 screens.
• 1995 – AMC Grand 24 is the first Megaplex in the US
opened with 24 screens.
• 1988 – Studio 28 reopened with 20 screens with a
seating capacity of 6,000.

6. Kinepolis
AMC Grand 25, Times Square,
New York

7. Emergence and Growth of Multiplexes in India
• Cinema halls in India were traditionally single screen halls
• Customers come during festive season and on weekends.
• India has the world’s largest film industry
• From the mid-nineties, when multiplexes entered the Indian
entertainment industry there has been a steady rise in their
growth and revenues.

8. Cont’d…
• Today entertainment industry concentrate on multiplexes as
they generate a larger share of revenue with less number of
seats per theater.
• 1997 - ‘Anupam PVR’ in New Delhi is India’s first multiplex.
• The emergence of new multiplexes has reduced the audience
for traditional cinemas, thereby prompting some of them to
transform themselves into multiplexes.

10. Cont’d…
 In 2002, only 0.8% of the country’s 11,000 screens were in
multiplexes.
 For a movie producers, recovery of production costs is taken
in few weeks/days.
 Time Warner, the entertainment giant is in talks with Indian
real estate developers for setting up several multiplexes in the
country.

11. Current Players in the market

12. • PVR (PVR – Priya Village Roadshow)Cinemas is the
pioneer of multiplex cinemas in India which holds
commanding position in this industry.
• PVR has 89 screens all over the country
• Has the largest multiplex in Bangalore with 11 screens.
• PVR is India’s leading cinema chain.

14. Cont’d…
• It has notable ‘firsts’ to its credit, viz.
– 1st to receive institutional funding in movie industry
– 1st to introduce real-time movie ticketing
– 1st in cross location sales
– 1st ATM movie ticket kiosk
• PVR has dedicated efforts towards CSR

15. • INOX is currently present in 22 locations across India.
• All INOX multiplexes have 2-5 screens each with
contemporary technological options.

16. • Cinemax of Kanakia Group Company currently has 51
screens at various locations in Indian and is planning 400
more.
• Cinemax has continually strived to give the best experience to
customers by adopting to the latest technology.
• Specialties include recliner seats, massage chairs, anytime
ticket machines, expensive interiors and luxury at the beck
and call of customers

17. Marketing Mix and Marketing Strategies
• Movies are considered just a part of the entertainment or
outing for the family
• Today, a complete family outing include – movies, shopping,
eating out, gaming parlors, buying books and groceries, etc.
• Multiplexes, together with shopping malls are striving to
provide all these facilities at one place and have been quite
successful in doing so.

18. Cont’d…
 An ideal multiplex mall would have a minimum of 4-5 floors with
various leisure and recreation options for customers.
 Multiplexes do not allow outside food and beverages into the movie
theaters. This increases sale of their own products which are sold at
a premium.

19. Cont’d…
 The movie ticket prices vary widely between weekdays
and weekends, and also at different times of the day.
 Multiplexes provide the options of corporate booking,
online booking and anytime ticket kiosks.

20. Future of multiplexes in India
• Industry watchers observe that multiplexes often fall
short of being profitable since average occupancy levels
are roughly about 40% only.
• Multiplexes are crowded mainly during weekends,
holidays and festival seasons

21. Cont’d…
• This situation is riskier for IMAX screens which have limited
number of takers.
• Universal Pictures, Warner Bros., and Digital Cinema
Implementation Partners – are reportedly working on a
system for delivering pictures through satellite downloads via
broadband.

22. THANK YOU
By –
Divya P. (10)
Meenakshi C. (18)
Shagufta J. (34)
Src. – RetailBiz