This document discusses trends in the Indian multiplex cinema exhibition industry in 2016. It notes that consolidation, expansion, and building brand value will be top priorities. It provides data on the major cinema chains and their screen counts. Key focus areas for 2016 are identified as improving customer experience, increasing digital marketing efforts, and adopting cloud-based IT solutions to reduce costs and improve operations. Customer experience priorities include segmentation, identification, increasing ticket booking channels, emphasizing loyalty programs, and enhancing the point-of-sale experience. Digital marketing will be focused on dynamic websites, targeted campaigns, and analytics. Cloud-based IT can reduce network, server, and equipment costs while allowing centralized management and reporting.

1. 1
Copyright © 2015 ScreenPlex. All rights reserved.
JANUARY 2016
Indian Multiplex Cinema Exhibition
Industry in 2016: Trends CXOs Must
Watch
Indian Multiplex Cinema Exhibition Industry is experiencing an overhaul.
Consolidation, expansion, and creating a brand value will remain the top priorities
for this Industry in 2016.
Present Organized Exhibition Industry Scenario:
Cinema Chain Screen Count Number of Cinema Market Size
PVR Cinemas 506 115 23.70%
Inox Leisure 372 96 17.42%
Carnival Cinemas 341 121 15.97%
Cinepolis 201 42 9.41%
SRS Cinemas 57 19 2.67%
Miraj Cinemas 48 18 2.25%
SPI Cinemas 48 6 2.25%
Wave Cinemas 48 12 2.25%
Asian Cinemas 41 17 1.92%
Gold Digital 35 22 1.64%
Mukta A2 31 11 1.45%
City Pride 30 10 1.41%
Movie Time 29 9 1.36%
Eylex Fun N Films 23 15 1.08%
E-Square 21 9 0.98%
K Sera Sera 20 9 0.94%
Priya Cinemas 20 11 0.94%
Raj Hans 20 9 0.94%
Others < 20 Screens 244 109 11.43%
Source: Market Research, Google, Wikipedia etc.

2. 2
Copyright © 2015 ScreenPlex. All rights reserved.
Digital
Marketing
IT Cloud Based
Solution
Customer
Experience
Source: http://pro.boxoffice.com/statistics/yearly
These key focus areas are not working in isolation. However, they are integrated
with the various parameters like process, automation, strategy, and organization
culture.
Key Focus Areas for 2016:
63,423
61,114
64,928
65,512
62,126
66,702
122
124
126
128
130
132
134
136
138
10,000
20,000
30,000
40,000
50,000
60,000
70,000
2010 2011 2012 2013 2014 2015
BoxOfficeAdmitsinCrores
BoxOfficeRevenueinCrores
Revenue Admits
7 % Increase

3. 3
Copyright © 2015 ScreenPlex. All rights reserved.
Customer Experience:The key differentiator in this Industry
a) Customer Segmentation - Always
segment your target market and align
your business strategy to serve these
target segments. This is a time you must
identify parameters you are considering
for your customer segmentation. PVR
Cinema is coming up with the PVR
Talkies to serve smaller towns.
b) Customer Identification is the key -
Customer recognition is a crucial
parameter. If you are not doing this, you
are losing the most important assets for
your organization. Customer Touch
Points such as Web, Mobile, and POS -
all will become intelligent as they can
identify your customer. This year major
focus will be on POS to recognize the
customers.
c) Exponential Increase in the Ticket
Booking Channels - You will see many
new ecommerce platforms enabling
ticket sales. PVR tickets are already
available on various ecommerce
platforms such as Groupon and Nearby.
d) Your Domain represents your brand
value - Even you open multiple
interfaces for ticket booking, never
underestimate your brand domain
name. Out of 20 top brands in India
fewer than 5 are working on this
strategy. Make your web presence
mobile-enabled, as most of the loyal
customers will be shifting towards
mobility.
e) Customer Loyalty program will
remain an undisputed king - Customer
can see the loyalty points on mobile and
web will be the focus in 2016, and
concession items booking will become a
standard as well. Both PVR and Cinepolis
have customer loyalty program already
in place; others need to follow.
f) Customer POS Experience matters -
POS with dual screen is a new trend
allowing customers to select their own
seat. Same POS machine can also be
used for ticketing & concession.
Intelligent POS can recognize your
customer. This is the most important
feature you should target in 2016.
g) Projectors & Sound (Real key
differentiators) - Projectors will be
dominated by Cube, and in the sound
system Dolby will retain its supremacy.

4. 4
Copyright © 2015 ScreenPlex. All rights reserved.
Digital Marketing: Time for action now
a) Digital Marketing will be in focus -
Auto change in the website through web
presence will replace manual efforts into a
real-time dynamic environment. Brand
designing team will be replaced by targeted
digital campaign. This initiative will keep
marketing team busy in 2016. Top 5 brands
will take this as one of the most important
initiatives for 2016.
b) Analytics - Customer &
Operations
Customer Analytics will play an important
role while estimating the brand value. Auto
feedback mechanism plays a critical role to
enhance the customer experience. Integrate
your web traffic to box office and create a
target email campaign to reach out to the
right customer.
Cloud-based IT Solutions: Will see the tremendous growth and will help in
reducing manual operations & IT cost
a) Network Cost - Are you still paying
for the MPLS network? Cloud-based
solutions like ScreenPlex 3.0 are working
on the broadband. It means you can
save INR 50,000 per location/year.
b) Server Cost - Are you still managing
two servers at each location? Take your
backup to the centralized location on
the cloud and remove one server from
each location.
c) New POS Machine - Are you still
paying INR 75,000 for old POS
machines? Start using tablets. They will
provide far better performance in terms
of speed.
d) Heterogeneous to Homogenous -
Because of the fast consolidation of
industry you may be working in a
heterogeneous environment (Using two
types of Ticketing & Concession system).
Your 2016 target should beto use a
single integrated system – this will
double productivity.
e) Cinema Operations - With the
cloud-based offering you do not require
HO Module or manual efforts for film
programming. There is no need now for
manual consolidation of all reports. All
this can be managed seamlessly through
cloud- based application like ScreenPlex
3.0