The document discusses the emergence and growth of multiplex cinemas. It notes that the world's first multiplex with 18 screens opened in Toronto in 1979. Multiplexes began growing in popularity internationally in the late 1980s and 1990s and came to India in 1997. Today multiplexes generate most cinema revenue in India compared to traditional single screen halls. Major multiplex chains in India include PVR, INOX, and Cinemax. Multiplexes strive to provide a full entertainment experience beyond just movies by incorporating shopping and dining options.

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