EXECUTIVE SUMMARY

Forget the crazy hall of mirrors. Multiplex moguls are giving us crazy hall of screens
many many of them.But is it serving well.Its not with mirror anymore,it is to do with
screens make and multiply celluloid magic,that is.And the businessmen leading the mania
for multiscreen movie theaters the Multiplex Moguls are almost teeny –bopper in their
enthusiasm for the concept that PRIYA Village Roadshow (PVR) introduced to Indian
audience five years ago.
India in terms of its theater capacity around 11,962(approx) theaters is not meeting its
consumer demands.And moreover out of this there are about 8,400 permanent theaters
which are not good in terms of its consumer base which makes viable only 11 screens per
million people.
Indian film exhibition industry was never as high as it is in present.The government is
keen on developing Indian film exhibition industry by providing it with all guns to fire in
form of tax and entertainment incentives and exemption.Indian businessmen are never
too far from exploiting this opportunity which is seen in form of number of multiplex
coming up in our surrounding.This is being well supported with newer film projects with
much enhanced quality of viewing and technical support.This is very much suitable to the
need of the developing multiplexes.But the film viewing is not the only part of multiplex
revenue.
Nowadays it is the supplementary services which the multiplex are turning attention to
with its greater profitability. This is food and beverages services. This is making the
developed upholstery a need of hour which will lead to better revenue model for
multiplexes. IT support services by providing computerized ticketing,food stocking
levels, movie scheduling a ticket pricing among a host of other things. It is said software
us the new hero at Indian box –office.

INTRODUCTION
 LITERATURE REVIEW

WHAT IS CINEMA?
A movie theater, picture theatre, film theater or cinema is a venue, usually a building, for
viewing motion pictures ("movies" or "films").

Most movie theaters are commercial operations catering to the general public, who attend
by purchasing a ticket. The movie is projected with a movie projector onto a large
projection screen at the front of the auditorium. Some movie theaters are now equipped
for digital cinema projection , removing the need to create and transport a physical film
print.

HISTORY OF CINEMAS IN INDIA

A movie theater, picture theatre, film theater or cinema is a venue, usually a building, for
viewing motion pictures ("movies" or "films").

Most movie theaters are commercial operations catering to the general public, who attend
by purchasing a ticket. The movie is projected with a movie projector onto a large
projection screen at the front of the auditorium. Some movie theaters are now equipped
for digital cinema projection, removing the need to create and transport a physical film
print.India with its rich and varied heritage has had an appealing history in the past. Apart
form the history and culture India has been acknowledged as a talented country with its
highest applaud given to its art. Indian Art has been classified into various forms and one
of the most popular forms is Indian Drama. Indian drama and theatre is perhaps as old as
its music and dance Its origin was during theVedicPeriod.
 The birth of Cinema in India can be attributed to the Lumiere
brother`s. Only a few months after the Lumiere brothers
introduced the art of cinematography in Paris in 1895, cinema
made its presence felt in India. The Lumiere brothers` held their
first public showing at Mumbai`s Watson`s Hotel on July 7, 1896
and the Times of India glowingly referred to it as the `miracle of
the century`. Westerners, who were quick to realize the value of
India as a site of filmmaking both because of its natural beauty
and its `exotic` culture, were inspired to make films that used Indian scenery and culture.
However, this phenomenon did not create much of a ripple. The Indian viewer took the
new experience as something already familiar to him, thanks to the art of shadow play
and the tradition of story-telling with hand-drawn images accompanied by live sound.

The Lumiere brothers` Cinematography first show was a silent movie for 10 minutes. Six
items, each of 17 meters, were included - Entry of Cinematography, The Sea Bath,
Arrival of a Train, A Demolition, Ladies and Soldiers on Wheels, and Leaving the
Factory played at the Watson Hotel. On July 14, the shows shifted venue - to the Novelty
Theatre, Bombay. Twenty-four items were on, including A Stormy Sea and The Thames
at Waterloo Bridge. The shows concluded on August 15, 1896. The first Indian to make a
film was Harischandra S. Bhatvadekhar, popularly known as Save Dada. He was a still
photographer, a dealer in equipment and an exhibitor of films. His interests led him
naturally to the art of cinema. The public reception accorded to Wrangler Paranjpye at
Chowapatty on his return from England with the coveted distinction he got at Cambridge
was covered by Bhatwadekar. He was the first Indian to produce a film. All he had with
him was a projector, but he didn`t have a camera, so he got one from London and shot
only 2 scenes of 3 minutes each, which were titled Do Pahalwanon Ki Kushti and Bandar

Next was F.B. Thanawala, who made his debut in 1900. Two of his films, Splendid New
View of Bombay (1900) and Taboot Procession (1900) generated great interest. The first
film explored some outstanding landmarks in the city of Bombay, and the second an
annual Muslim procession. In 1901, Hiralal Sen made his mark as a film producer with a
 deep interest in Indian history and mythology. In Calcutta, Hiralal Sen
photographed scenes from some of the plays at the Classic Theatre. Such films
were shown as added attractions after the stage performances or taken to distant
venues where the stage performers could not reach. The possibility of reaching a
large audience through recorded images which could be projected several times
through mechanical gadgets caught the fancy of people in the performing arts,
stage and entertainment business.

In 1905 film production was linked with exhibition. J.F. Madan, who had gained a wide
reputation in the theatre world of Calcutta, went on to establish the Elphinstone Bioscope
Company. In the years that followed, the Madan Theatre began to exercise great
influence both inside India and outside. Madan was the first businessman to foresee the
imminent business possibilities of filmmaking in India. Not only did he build a vast
production empire on the lines of Hollywood but he also imported foreign actresses
(Ermline, Patience Cooper and others) "to act in Indian mythological and folk tales, as
Indian females were hesitant to expose themselves to the gaze of the film camera. For
some time, the Elphinstone Company dominated film production in India.
The first decade of the 20th century saw live and recorded performances being clubbed
together in the same program. The strong influence of traditional arts, music, dance and
popular theatre on the cinema movement in India in its early days is probably responsible
for its characteristic enthusiasm for inserting song and dance sequences in Indian cinema,
even today. Film shows became popular thereafter, and on 1st January 1900, another
silent movie was released at Novelty Cinema, Mumbai. Tivoli Theatre was the venue for
a show of 25 pictures that included such titles as Japanese Dance by the Beauties and
Fatima, an Indian Dance. The city of Calcutta held its first film exhibition at Star Theatre.

By now, Indian audiences were increasingly being exposed to Western films. Hence, the
fascination with longer narratives and the desire to see Indian experiences and characters
on screen resulted in the first ever mythological film produced in India by R.G. Tomey`s,
which was "Pundalik". The first full-length Indian feature film was Raja Harishchandra
(3700 feet as compared to 1500 for Pundalik), made in 1913 and released commercially
in May that year, by Dadasaheb Phalke. Phalke had attended a screening of The Life of
 Christ at P.B. Mehta`s American-Indian Cinema and was inspired to
make films himself. He was convinced of the possibility of
establishing an indigenous film industry by focusing on Indian themes.
In this regard, he said like the life of Christ, we shall make pictures on
Rama and Krishna. The film was about an honest king who for the
sake of his principles sacrifices his kingdom and family before the
gods, who are impressed with his honesty and restore him to his former
glory The film was a success, and Phalke went on to make more mythological films till
the advent of talkies, and commercialization of Indian films lessened his popularity.

By 1920, that is seven years after the first Indian feature film was produced, Indian
cinema appeared to be established on secure foundations - 18 feature films were
produced in 1920,40 films in 1921, and 80 in 1925. As cinema began to grow more and
more popular among the masses and a lucrative industry was established, a number of
indubitably gifted film directors made their debut; among them Suchat Singh, Dhiren
Ganguli, Himansu Rai and V.Shantaram. Many good films made during this initial period
were greatly inspired by the two celebrated epics - the Ramayana and the Mahabharata.
Many of the directors sought to invest their mythological narratives with a clear social
message relevant to contemporary society. The filmmakers associated with this phase in
the growth of Indian cinema were Janus-faced. They looked back to the past lovingly and
sought to reconnect with tradition; at the same time, they sought to draw on the resources
and innovations of Hollywood. Until now all films were silent.

'STATUS OF Single Screen Theatres in

India
The Western world saw the multiplex boom in the 90s, but it's India
where the largest number of cinema multiplexes is coming up in the 21st century. 'Over a
period of time, single screen theatres will die a natural death,' some of them say on a
triumphant note.
Entertainment today is nothing less than a NEED for people from any segment of the
Indian society. Be it a business tycoon or a taxi driver on the streets of Mumbai,
everybody loves to be entertained! The most popular form of entertainment in India is
undoubtedly movies, which is proven by the kind of fan following artistes and movies in
India enjoy! Hundreds of people stand under 'Mannat', the house of the Indian superstar
'King'- Shah Rukh Khan (SRK), every evening, hoping to catch a glimpse of their idol!

The presence of Indians in every nook and corner of the globe, who crave for Hindi
movies, has attracted corporate that have pumped in a lot of money into every section of
the entertainment industry, including production, distribution and exhibition.

The buzz at single screen theatre

'Smruti' single screen theatre in Nagpur owned by Rathi group of Cinemas.

With the growth of multiplexes, people started to believe that the good old single screen
cinema halls will die a natural death and will be completely replaced by the multiplexes.
cinemas could provide a unique experience, which if I may say so is unmatchable!

High-tech single screen

Even before the multiplexes came into operation in the markets, where we run our
cinemas, we geared ourselves up to face the competition they would put up. This
included making available all the amenities and comforts that the multiplexes provide, in
our single screen halls. The luxurious seats, food courts, gaming zones, foyers with an
appealing ambience, the latest sound systems and projectors, LCD screens playing
popular music videos and cricket matches that kept eyeballs glued to the screen and a lot
more came into the theatres which amused the audience and gave them more than what
they expected or were used to, thus not just satisfying them, but even delighting them!

Apart from renovating the cinema halls and making the experience of the cine-goers at
the cinema even more entertaining, we believe that the charm of watching a movie in a
single screen hall’s ambience is absolutely unmatchable! For example
Raincoats and Krrish .

We screened the blockbuster movie 'Krrish' in our chain’s Raj talkies in the city of Raipur
in the central state of Chhatisgarh. I was at the cinema hall to supervise the release as it
was a major event. It was mid June, and it was raining heavily in the region. As a
customary practice for the so-called big movies in our part of the country, we had
planned screenings, beginning from 6 in the morning on the day of the release! In spite of
the heavy rainfall, we were pleasantly surprised to see people walking in with their
raincoats in large numbers to catch the flick!

In no time, we had the ‘House Full’ board up at the box office! From the very first scene
where film star Hrithik Roshan makes an entry, racing with a horse till the end credits
started to roll on the screen, we had a packed house of more than 1120 people whistling,
clapping and cheering by throwing their raincoats up in the air in delight! What could
have been a better sight for a film exhibitor than this!

The bigger the mob the greater the thrill. The audience reacts with huge enthusiasm
collectively in single screen cinema halls, making the experience completely unique and
exciting. The applause is roaring. On the other hand, even the funniest scene in a movie,
screening in a multiplex, manages a mild laughter, which sometimes sounds like a big
whisper.
Ground floor, SmrutiAnother factor that justifies the survival of the single screens is the
fact that India is a country of the masses rather than the classes. The majority of the
country’s cinema going population belongs to the middle class or the upper middle class.
The pricing of tickets and other facilities in single screens turn out to be reasonable for
the socio-economic segments that constitute the mass of the cinemagoers.

On a concluding note, the road for the single screens has definitely not hit a dead end!
The multiplexes have an audience of their own as much as the single screens have theirs.
The key to survival for both, the single screens and multiplexes, is constant reinvention,
without which the interest of the audience will be lost. The co-existence of the two is
definitely what the future holds in store, and the massive releases and box office
collections of movies that we see in today’s times wouldn’t be possible without the
presence of single screens and the multiplexes, both of which are as important as the
other!

The multiplexes provide a one-window access to multiple forms of entertainment, but

the experience for ushers of single screen cinema halls is also unmatchable! Single
Screen Theatres in India will never die.

THE MULTIPLEX PHENOMENON

The growing share of entertainment expenditure in the disposable income pie is driving a
revolution around India's favorite entertainment option today - Movies. The combination
of cinema with other services and facilities has led to the burgeoning growth of
multiplexes around the country.
Globally, multiplexes are operated primarily by major movie production houses and
media conglomerates including the likes of 20th Century, Paramount, United Artists,
Columbia-Tristar/Sony, and Warner Bros. The primary reason for the popularity of this
business model has been the escalating cost of movie distribution as well as a hedging
opportunity to run multiple revenue streams around self owned content.
In India, the movie industry is not quite as developed and organized as the industry in
USA. Multiplexes arrived in India in June 1997 when Priya Village Roadshow was the
first to pioneer the concept with its initial establishment PVR Anupam, a multiplex with
4 theatres and a host of other entertainment options including restaurants, music centers,
gaming centers etc.
The multiplex model is based on the concept of umbrella entertainment built around a
primary anchor - movies. The revenue streams, however, do not necessarily center
around a single anchor. Typically, the possible income generating channels in a
Multiplex can include:
The box office collections includes:
 Rent from display systems
 Food &. beverage
 Product launch rentals
 Promotions by companies seeking to promote consumer goods
More often than not, multiplexes earn lot more from other revenue sources as
compared to box office collections.

Though patterned along the 'shopping mall' model of the multiplex as developed and
prevalent in the West, and sustained by the retail boom unleashed by the economic
liberalization policy of 1991, the Indian multiplex site sports all the features of an
upmarket turf. The multiplex's steady proliferation in the metropolis's and simultaneous
penetration into some smaller cities and towns testifies to its increasing popularity,
coinciding with the rise of disposable incomes in the hands of the urban Indian family.

The increasingly curious mix of parallel, regional and art cinema along with the
mainstream, both domestic and foreign, is what distinguishes most multiplexes in India,
such that the Indian multiplex has come to position itself, not so much by identifying
with particular kinds of films, as by being a theatre for accessing the 'latest' from a wide
spread of cinematic fare - mainstream or fringe - in comfortable, colourful and inviting
surroundings. While the former, mostly Bollywood films which, given their steadily
improving production quality and contact with newer territories, especially overseas
markets, aligned quickly with the multiplex's swanky appearance, the hitter too, mostly
low budget, non-narrative films, easily if not as promptly, penetrated into the multiplex
without bearing any proximity with the site or its vicinity which is enlivened with an
array of branded local and global products and services. Most art films and much of
parallel cinema have usually faced reluctance from distributors and exhibitors alike.
Given the limited response they face, bodies like the National Film Development
Corporation (NFDC) have regularly stepped in to support them financially alongside
promoting them at foras like film festivals and national network television. Their
penetration into the multiplex can first be located in simple mathematics - the
proliferation of screens, enhancing access to films. More important than simply the
number of screens is the fact that even though more cinemas are getting converted and
new multiplexes are being set up, the number of seats has not increased in equal
proportion. It is only when new multiplexes are constructed that seating capacity has
recorded an increase.
While the capacity at a single screen cinema is usually in the region of 850 to 1000 seats,
or sometimes a little over that, a single screen in a multiplex seats a far smaller audience,
Because when a cinema is converted from one to multiple screens the seats get divided
among them, though not equally. Anupam PVR, India's first multiplex situated in Delhi,
was converted to four screens, two with a capacity of over 300 seats and the others with
150 seats. The pattern continued, shaping into a trend, with the result that even when a
new multiplex is constructed the seating capacity per screen rarely parallels that of a
single screen hall.

Further, the multiplex has not followed the conventional 12-3-6-9 time schedule as
prevalent in most cinemas. This created opportunity to schedule and programme films on
the different screens. The ability to manipulate schedules allowed for films of varying
lengths to be accommodated. Since non-mainstream films are of varying lengths and
usually shorter than an average feature, they could easily be integrated in the multiplex's
film menu.

Besides, a thriving video piracy industry coupled with a deep penetration of cable
television meant that the multiplex settled for exhibiting selected films - usually the
awaited, big budget, publicized, mostly familial films. These films coincide with the
multiplex's redefinition of cinema as a family outing comprising other amenities like food
and games. Since it needs only a section that would guarantee a sell out of its limited
seats being offered at a high rate, it tends to exclude the average Bollywood film. But in
so doing it has managed to elicit viewership from upper class segments, which previously
may have held reservations towards cinema going, given the lack of facilities like air-
conditioning, upscale interiors and so on.

In relation to Hollywood films too, multiplexes find themselves playing on limited

ground as releases in non-western territories are usually a couple of months after the
film's release in home territories. And the access to films through DVDs before a
theatrical release (at least in metropolis's) has implied a replication of the approach as
adopted towards Bollywood films.

Initially, multiplexes were projected primarily as theatres for English films. That changed
soon, because despite their popularity English films are rarely accessed by nonEnglish
speaking, illiterate and non-affluent audiences. These films seldom transcend
metropolis's and large cities and, on the screens, they compete for space with films from
a flourishing native industry that appeal to a wider audience. The apprehension towards
foreign films is not determined by the urban or linguistic divide only. Within the
different income regions of say a metropolis itself, one finds multiplexes located in posh
localities exhibiting foreign films along with substantial numbers of non-mainstream
films. However, when located in the lower income group areas, multiplexes get smaller,
being composed of fewer screens and English films (mostly well advertised ones)
constitute a smaller portion of the assortment.
As one moves away from the Hindi heartland, the film menu tilts
correspondingly in favour of native languages and no longer reads bilingually (Le.
comprising only Hindi and English films). Neither is it always trilingual, say in cities like
Mumbai and Delhi, or regions such as South India. Here films in the immediate native
language get complemented with those from other regions, in differing dialects.

With the multiple screens accommodating a spillover of linguistic access that may be
rooted in a host of factors - education, migration, employment and training or just
proximity - this gets converted into overlapping cinematic preferences. The variation is
not simply of language, but extends to genre as well, including treatment in relation to
content and construction in terms of form.
Responses at the multiplex to the non-mainstream films have not been completely
negative. In fact, a few low-budget, non-mainstream films, despite a cast comprising
prominent film stars, could only secure screening at multiplexes in some territories. Such
a trend coupled with the entry of vernacular films into non-native regional territories,
and an active Indo-western intersection has also facilitated the entry of non-mainstream
English and non-English foreign films into some multiplexes.

Despite the difficulties it faces, the fringe comprising art and off-beat films has been
sustained both independently and in collaboration with firmly positioned industry
players. Similarly, it is important to remember that non-Hollywood cinema too has
commanded an audience promoted by international film festivals,. film study circles,
national network television and cross-cultural exchange programmes with other nations.
The preponderance of single screen cinemas has not come in the way of screening
critically acclaimed foreign films from time to time.

Second, in the backdrop of a film industry steeped in financial crisis, the small budget
and independent films have received considerable approval and encouragement when
compared with the industry product. With off-beat content and newer forms, their slice of
the cinema is expanding. For them too, the multiplex constitutes a cruciai' exhibition
space, given that they target specific rather than mass audiences.

In a climate of alliances and add-ons like food joints, the concept of holistic family
entertainment experiences gained patronage. In such a scenario, the immensely popular
leisure activity far older than television in India - cinema - suffering from inadequate
exhibition facilities intersected with aggressive retailing and helped prompt the
multiplex. This served to revive the diminishing cinema going habit by enticing
audiences away from their television sets, with their clutter of imagery from all over the
world drawing upon the cable and satellite boom. The desire for the image now
combined with other leisure activities and occupations.
Once in place, the multiplex developed a counter to the unitary propensity of the single
screen hall, founded on exclusion, perpetuating homogeneity and cultivating committed
audience segments. While single screen cinemas identify themselves with films of
particular kinds, say the Hindi masala and blockbuster, the English, or the porn movie,
the multiplex has capitalized on an inclusive tendency to motivate and assemble diverse
audiences.

In Mumbai a multiplex is one with a minimum of four screens and 1250 cinema
seats. In other parts of Maharashtra the specification is for three screens and
minimum capacity of 1000 seats. Typically, film exhibition centers particularly in
the metros have to compete with various other avenues of entertainment available
to the public at large: -
A. They can choose to watch the movie on satellite film channels, cable television, and
home video
B. They can choose to spend the time and money on other sources of entertainment such
as video games, amusement parks etc.
The only way to pull people back to theatres is to make theatres attractive, comfortable
and equipped with the latest amenities, thereby offering the audience more than what
they expect out of a theatre. The mantra of renovation and up gradation has given a fresh
lease of life to theatres in cities like Mumbai, which were reeling under a severe financial
crunch and succumbing to commercial pressures. Since more than one movie is screened
in a multiplex at any given time, a potential viewer rarely goes home without seeing a
movie though it may not be the one he first boost to the big screen cinema. There is
healthy competition among the multiplexes and the initial high-ticket rates will definitely
come down to more acceptable levels. In fact, these may actually spur the declining
cinema market in India. The smaller cinema halls provide the owner flexibility to rotate
the movies economically. The cinema going concept has changed drastically, becoming
part of the "broad spectrum" family entertainment. This is good for consumers and film
buffs. The threat of over-capacity of cinema seats has not dampened the multiplex mania
currently prevailing all over India.

More often than not, multiplexes earn lot more from other revenue sources as compared
to box office collections. However, due to the role of "pull" creator that the movies play
in this scenario, overall returns are higly correlated to box office contribution. Most
multiplex projects break even at an occupancy rate of 40-45%. This figure may vary as
per the maintenance standards of various theaters and the revenue streams running
parallel to it~ Real estate is the major cost component and a strategic resource for the
multiplex business. Typical built up area required per seat is around 30 sq. ft. and average
no. of seats per screen is around 250 - 400.However, a recent trend-in multiplex
operations has witnessed the proliferation of multiplexes into non metro urban centers of
the country. The driver for this phenomenon is a combination of lack of quality
entertainment options in non metro cities together with a growing consumer base and
disposable income available for entertainment. The primary targets in this list include
Pune, Baroda, Indore, Ahmedabad and Jaipur. Maharashtra, with its attractive tax sops
for multiplex development and operation is likely to get a lion's share of these projects.
Multiplexes in Mumbai Metropolitan Region (MMR) will get a 100 percent exemption
for four years while in the rest of Maharashtra the exemption period will be five years.
These projects will be entitled to a number of facilities including stamp duty relief (if
located outside the municipal limits), power at the industrial rate for five years etc.

Multiplex Revolution
Today, companies like PVR, Cinemax, Inox Leisure, Adlabs and Shringar cinemas have
built multiplexes in almost all important film markets and are beginning to venture into
the interiors too! The amount of money they have raised enables them to aggressively
expand their markets and grow their customer base.

The multiplex revolution deserves a pat on the back for bringing back the audience into
cinema halls, which had otherwise taken to watching movies on pirated DVD’s or were
hit by the K fever on the television.The whole ‘multiplex experience’ caught the fancy of
the people who were starved of novel forms of entertainment and made them trace their
steps back into cinema halls.
 BRANDS OF CINEMA

 CITY GOLD CINEMAS: Largest multiplex chain in Ahmedabad, Gujarat,

India.www.citygoldmedia.com

 BIG CINEMAS - Largest multiplex chain in India

 CINEMAX - Multiplex chain with large presence in Mumbai

 DT Cinemas - Multiplex chain of the DLF group.

 Fame Cinemas - Multiplexes in Panchkula, Mumbai, Pune, Nashik and Kolkata.

 Fun Cinemas - Multiplex chain by E-City Entertainments.

 INOX - Second largest multiplex chain in India.

 Pyramid Saimira Theatres Ltd - Largest cinema chain in south India.

 PVR Cinemas - Largest multiplex operator in Delhi.

 SRS Cinemas - Multiplex Chain with presence in Faridabad, Gurgaon and Gorakhpur.
Ultimate Seating Comfort and Movie Experience.

KEY PLAYERS IN MULTIPLEX

PVR CINEMAS

Strong operational performance- PVR is one of the leading

multiplex operators with very strong performance on operational
parameters. The company has been able to establish itself as
one of the premier entertainment destinations, which has
resulted in the highest occupancies, footfalls and spend per head
as compared to all of the other multiplex operators.

Aggressive expansion plans- PVR intends to open 100

screens in the coming two years. We are assuming a 50%
discount to these plans for our estimates, in order to rule out
mall delays. Among the new screens, 20-30 will be high end PVR
Premiere screens with ticket prices in the range ofRs150-Rs750.
It has already opened 17 out of the total 30 screens that we
expect for FY09E, thus providing more certainty to our estimates.

Leading Multiplex operator: PVR is one of the leading

multiplex chains in India with 101 screens under operation in 14
cities at present. PVR has been successful in building a lifestyle
entertainment brand because of its focus on customer service
and quality of experience. Because of the strong brand and
presence at prime locations, PVR has found a very encouraging
response from the customers. It attracted 18 million patrons with
occupancy ratio of 41% in FY08, both the highest numbers
among all the multiplex players. Today, it contributes 10% plus
to the total domestic box office collections in the country,
showing a clear dominance.

PVR Premiere to increase ATPs: The Company has recently

started a chain of luxury cinemas branded as PVR Premiere
which will be present only in the metros and other affluent cities.
These screens provide a very high quality digital cinema viewing
experience in luxurious setting. Average ticket price for these
screens is in the range of Rs150-Rs750, as compared to the
normal ticket price of Rs70-Rs250. From 2 screens at present,
PVR Premiere will reach 30 screens by FY10E which will help
increase the overall ticket revenues.

JV with Major Cineplex to strengthen presence: PVR has

formed a 51:49 JV with Major Cineplex, the largest exhibition
player in Thailand, to further strengthen its presence in the
lifestyle entertainment space. The entity, branded as PVR Blu-O
Entertainment, will open bowling alleys, karaoke centers, ice
skating rinks and gaming zones across the country. We believe
that this venture is a well thought out move and complements
well PVR's positioning as a leading out of home entertainment
provider. With a strong and experienced JV partner like Major
Cineplex, execution will be fast paced. However, due to a recent
start, we are not factoring in any of the traction from this
initiative as of now.

Entertainment tax burden to decline: PVR started its

operations from those territories where entertainment tax
exemption was not available, e.g. Delhi NCR region. At present, it
pays E-tax on 16 out of a total of 22 properties. E-tax as % of
gross ticket revenues is amount the highest for the company at
24% in FY07.We expect E-tax % to come down to 18% in FY09E
and 17% in FY10E due to more screen additions in areas where
E-tax exemption is available like Punjab, West Bengal and
Mumbai. Recently, Delhi government has lowered the
entertainment tax rate to 20% from the earlier 30% levels. This
will help PVR the most as it operates 46 screens in that region.

2. INOX LEISURE

Consistent performer- The company has shown remarkable pace of expansion in the
last 3-4 years with commendable speed and quality of execution.

Expansion in tier I and tier II cities to be value accretive-

Inox has more than 50% of its screening the tier I and II cities,
which has rewarded the company very well in the past. It plans
to add 100screens in the coming 2 years, 70% of which will
come up in select tier I and II cities.

Impressive capacity ramp-up over the last 4 yrs: Inox

Leisure (Inox) was set up as part of a diversification strategy by
its parent company, Gujarat Flurochemicals. The company
opened its first multiplex in Pune in 2002. Since then, the
company has come a long way as one of the leading premier
multiplex chain operators with a strong brand recall. Starting
from just 4 screens in 2002, Inox has ramped up its presence to
84 screens in 24 locations at present. While registering a strong
capacity growth in the past 4 years, the company has also been
very successful in building a strong entertainment brand for its
cinemas. Operating in an industry marked by execution delays,
both the speed and the quality of expansion are commendable
considering that the promoters didn't have prior exposure to the
exhibition industry.
Top 25 cites - compelling growth stories Crisil Research has
identified 25 cities where consumption potential is high due to
the strong economic growth and increasing urbanization. Taking
organized retail market size as a proxy for future growth
potential, they have identified 25 locations that have the
potential to become high consumption centers in the next 3-4
years. This combined with the past experience of the company
shows that there is a lot of room for leisure consumption at these
centers and hence the move into these cities will be value
accretive.

E-Tax exemptions: Inox operates 24 properties but pays

entertainment tax only on 7 of them. 13 properties are fully
entertainment tax exempt and 4 are availing exemption partially.
This has resulted in an E-tax payment of 10% as a proportion of
gross ticket revenues during FY07. It has risen to 14% in FY08as
it opened two non E-Tax exempt properties and 2 of its properties
became eligible to pay E-Tax.

Move to create value for the company: We believe that the

expansion in these locations is a well thought out move and will
create value for the company. While it's true that the average
ticket prices in these locations are lower than those in the
metros, it gets compensated with far lower rentals and staff
expenses on the cost side. Moreover, it gives the company
access to prime locations in these cities which provide assured
footfall growth has the company has seen in the past.

3. FAME INDIA
Fame India (Fame) is one of the smaller multiplex operators
among the listed Indian exhibitors, with a current slate of 16
properties and 61 screens under operation. Boasting of a
predominantly urban presence, especially in Western India, Fame
has been disproportionately focused on Tier-I cities. With 8 of its
currently operational 16 properties located in Mumbai, Fame is
looking to aggressively add to its existing screen count and
establish a pan-Indian presence.

Heavy skew of properties towards Tier-I locations: 8 of the

company's currently operational16 properties are situated in
Mumbai, with three more lined up.

4. CINEMAX
Cinemax India (Cinemax) is one of the key players multiplex
exhibitors within the listed space with 56screens across 19
properties, a majority of them concentrated in the Mumbai
territory. The company has a predominant presence in the
Western region and is the largest exhibitor in the Mumbai
territory with a 35% share of the multiplex screens in Mumbai.
Cinemax is now focused on expanding its presence across the
rest of India and is seeking to aggressively add capacity across
other regions

Tapping ancillary revenue streams: Cinemax has been

actively seeking means to tap ancillary revenue streams by
foraying into the branded food court business and the gaming
business. In an effort to reduce its over-dependence on ticket
sales (that currently contributes 70% of the operating revenues),
the company is focused on adding other ancillary revenue
streams.
Future expansion plans: The Cinema has acquired the distribution
rights for the Mumbai and Punjab territories. The company also
intends to form a separate SPV for movie production with a total
investment outlay of Rs1bn over the next two years. Cinemax
plans to raise Rs1bn for this initiative of which Rs700mn will be
spent towards production and the rest towards distribution.

CINEMAX

 Cinemax says that, with even a little bit of saffron running through their veins,
know that the most important day of the week is undoubtedly FRIDAY!

 With our fingers on the pulse of the nation, it is here that India’s greatest passion
finds the best ways to reach its insatiate audiences.

 Cinemax says that.Movies, movies and then some more…We believe in them that
much that we decided to take the movie experience to an entirely new level!
Watching the movie we say is only the beginning of the magical experience…

 We not only flash the best movies ever made on our screens but we ensure that
movie buffs view them in style in recliners, massage chairs and customer service
fit for a king

 Cinemax ensure that almost one citizen from any home across the city has visited
our premises at some point in time making it the place with the highest footfall,
all of them eager to experience their adored idols on the big screen

 We love cinema and so does India. Hence, our launch plans are ambitious and
nationwide!

 The audiences dote on us while film distributors and production houses favour us
with higher prints and merchandise and deals.

 Our name is synonymous with the most efficient & friendly technology
infrastructure that translates into footfalls and business.

 Today, we have emerged as pioneers as cinema exhibitors in India with 70 +

screens up and running across various locations and 400 screens in the making....
  We are backed by the gigantic and influential Kanakia Group, a name to reckon
with in Mumbai's construction scenario.

ONLINE BOOKING OF CINEMAX

Schedule
Select Location
City : Theatre : Date :

NEW WAY OF BOOKING TICKETS WITH CINEMAX

We have to download Cinemax, we have to enter details and we can buy tickets.

ADVERTISING WITH CINEMAX

CINEMAX AND UFO TO SHOW IPL T20 IN CINEMAS
Cinemax, India’s premier multiplex chain having screens all over India has big plans for
the IPL T 20 Season 3 to start in March 2010 joining hands with UFO Moviez as a
Founding Exhibition Partner.

Cinemax, India’s premier multiplex chain having screens all over India has big plans for
the IPL T 20 Season 3 to start in March 2010. Cinemax has joined hands with UFO as a
Founding Exhibition Partner for the display of the matches in the cinemas and as a
Founding Exhibition Partner Cinemax will be offered preferred terms and benefits. UFO
Moviez the world’s largest digital cinema network with more than 1700 digital screens
across India has tied up with Entertainment and Sports Direct to bring the excitement of
Cricket to the Cinemas.

“This is the beginning of a new era in cinema entertainment IPL- T 20 in the theatres
will give the viewers a never before seen stadium like immersive experience. Viewers
sitting in cinema halls will feel the pulsating excitement of the cricket match happening
hundred of miles away.

USP would be that the matches shown in cinemas will be in high-definition format
without advertisements during playtime. Cricket is typically a spectator sport watched in
the company of friends and that is exactly what we aim to provide”.

CINEMAX TIE-UP WITH LOOP MOBILE

Loop Mobile ties up with Cinemax to offer free movie tickets. Stand-alone mobile
service provider, Loop Mobile today tied up with Cinemax multiplex and Sterling
Cinemas under’ Magic of Movies every Friday’ initiative. The initiative will allow the
Mumbai-based operator’s subscribers to avail one free movie ticket on the purchase of
one movie ticket on Fridays.
Subscribers can also purchase a combo pack of ‘regular Popcorn & Coke’ for Rs. 50.

Cinemax India signs partnership deal with i-mint

CINEMAX INDIA LTD as announced that the company has signed a partnership deal
with i-mint, an ICICI Ventures funded company.
i-mint is India’s first and truly national multiple partner loyalty and consumer rewards
program by Loyalty Solutions and Research Limited (LSRL).
With the introduction of service, Cinemax customers can now earn i-mint points for their
spend at the Cinemax properties and at other top brands within the i-mint network
consisting of 6 preferred partners like Airtel, HPCL, Air India, ICICI Bank, Lifestyle and
Makemytrip.com.

CINEMAX Introduces Mobile Ticketing…

Multiplex chain Cinemax has announced tie-ups with Voice Mentor Softwares for mobile
ticketing and with Ags Infotech to set up kiosks at Hindustan Petroleum (HPCL) pumps.

OFFERS AT CINEMAX
 BIG Cinemas

BIG Cinemas, a member of the Reliance Anil Dhirubhai Ambani Group is India’s fastest
growing film and entertainment services company. BIG Cinemas has a dominant and
comprehensive presence in Film Services in India: Motion Picture Processing and DI,
Film Restoration, Digital Mastering, Studios and Equipment rentals. It is India's largest
cinema chain with about 400 screens spread across India, US, Malaysia and Mauritius.

BIG Cinemas, a division of Reliance Media Works Limited, a member of the Reliance
Anil Dhirubhai Ambani Group, is India’s largest cinema chain with about 516 screens
spread across India, US and Malaysia. After pioneering the IMAX experience in India, it
recently launched 3D and 6D technology and is the only cinema chain to screen films in
all three formats. It is also launching the first megaplexes in the country.

BIG CINEMA WITH NEW INNOVATION

180°.
The All Luxury Recliner Screen

180° raises the bar on in-cinema comfort. A unique concept, 180° is a screen that's
equipped with elegant and comfortable recliner seating at BIG Cinemas R City. It's the
ultimate luxury destination for cinema-goers and takes the movie experience to another
level.

Discover the nuances to the word comfort with opulent recliner seats that let you tilt your
seat all the way back, kick off your shoes and sink into a plush recliner, to create a
cinematic experience so comfortable, you'll wish the movie never ends. But that's just the
seats. In-cinema services like pillows and blankets provided on demand, personalized
seat service and much more await you at 180°.

Cine diner
On Fridays, most cinema halls premiere new movies. We premiere new dishes.

If ever you've been torn between visiting a restaurant and going to the movies, you will
love Cine Diner at BIG Cinemas, R City.

Cine Diner is the world's first of its kind, having a diner within a cinema screen. A whole
new concept in movie watching, Cine Diner sieves only the very best of both worlds for
you, to create an experience that envelopes the senses. Here, sumptuous delicacies crafted
by veteran chefs meet modern day cinema luxuries under one roof for the first time ever,
to create a cinematic experience that's guaranteed to have you coming back for seconds.

PAUSE
Relax, unwind and enjoy yourself even before your movie begins.

Located in a separate alcove within BIG Cinemas, Pause is a private in-cinema lounge
exclusively for guests going to Cine Diner and 180°. Complete with mood lighting, soft
music, a bar serving fresh mocktails plus a live kitchen, Pause is designed to offer our
guests a place to sit back, relax and catch up and mingle with friends and family before
the show.

At Pause, you can enjoy a variety of starters and sumptuous finger foods, as well as an
equally inviting selection of mocktails and juices as you wait.

A welcome break, Pause, ensures that every guest who steps leaves calm, fresh, and
rejuvenated, to thoroughly enjoy their movie viewing experience at BIG Cinemas R City.

Fun Innovations

Every campaign challenges the brand to break the clutter. Big cinemas believe
that too. An innovation by the brand is always more than welcome – excites
 everyone.

○ Jingles Jingles during the interval.

○ Laser shows.
○ Projection TV
○ Inflatable
○ Gobo projections.
○ Music Programming
○ Ticket backs
○ Interactive voice Response(IVP)
○ Ticket flyers-home delivery
○ Branding on ticket envelopes
○ Automobile players

PROMOTIONS AT BIG CINEMAS

At our various Cinemas, you can choose to have a host of on-the-floor promotion
activities. These activities complement and support conventional media activities.

Various interactive activities can take place at Big cinemas :

○ Product launches.
○ Product displays and on-the-floor contests.
○ Tie ups with the Game Zone or F&B.
○ Sampling.
○ Popcorn cones.
○ Menu branding at the cafe.
○ Ticket jackets.
 ○ Events.
○ Movie schedules.
○ Seat jackets.

On-screen branding

Branding on the big screen! Fantastic opportunity with tremendous impact – always
works.
○ Slide displays.
○ Commercial displays.

Off-screen branding

The brand can be made visible at various strategic places within the cinema. A
wonderful opportunity to display floor or wall displays.

○ Signages (back lit & front lit)

○ Danglers
○ Lifts
○ Staircase
○ Box office
○ Restrooms
○ Floor stickers
○ Standees.
 JOINT VENTURE OF BIG CINEMAS WITH LOTUS
GROUP

BIG CINEMA LOTUS FIVE STAR

BIG Cinemas Lotus Five Star is an international cinema chain that is growing fast in
Malaysia. The company is a joint venture between BIG Cinemas, a member of Reliance
Anil Dhirubhai Ambani Group and Lotus Group. The company began its operations in
Malaysia since 2008. BIG Cinemas Lotus Five Star offers an unmatched level of cinema
entertainment with the highest level of comfort and latest technology offerings. Movie-
goers can now take advantage of Big Cinemas Lotus Five Star brand new facility and
catch up on all the latest films.
 PVR CINEMAS

PVR (Priya Village Roadshow) Cinemas is one of the largest cinema chains in India. The
company, which began as a joint venture agreement between Priya Exhibitors Private
Limited and Village Roadshow Limited, began its commercial operations in June 1997
with the launch of PVR Anupam in Saket, India's first multiplex. By introducing the
multiplex concept in India, PVR Cinemas brought in a whole new paradigm shift to the
cinema viewing experience: high class seating, state-of-the-art screens and audio-visual
systems.

We are a leading and premium Multiplex Cinema Exhibition company. We pioneered the
multiplex revolution in India by establishing the first multiplex cinema in 1997 and the
largest 11-screen multiplex cinema in the country in 2004. Currently, our geographically
diverse cinema circuit in India consisted of 27 cinemas with a total of 116 screens spread
over Delhi, Faridabad, Gurgaon, Ludhiana, Ghaziabad, Mumbai, Bangalore, Hyderabad,
Lucknow, Indore, Aurangabad , Baroda, Allahabad Chhattisgarh and Latur.

Taking India to the movies, the PVR brand has been successful in entertaining over 17
million moviegoers in 2008-2009. We are the only film exhibition company in India to
have had an international film exhibition operator as a strategic investor.
We were incorporated in April 1995 pursuant to a joint venture agreement between Priya
Exhibitors Private Limited and Village Roadshow Limited, one of the largest non-U.S.
cinema exhibition companies in the world with more than 1,000 screens under operation.
Village Roadshow's international experience enabled us to begin our film exhibition
business operations at PVR Saket, the first Multiplex Cinema in India, using international
best practices. In November 2002, as part of Village Roadshow's planned divestment of
its investments in 18 countries, it sold its entire shareholding in our Company to Priya
Exhibitors Private Limited.
The company operates a film distribution and production business through PVR Pictures,
a subsidiary of the company. PVR Ltd holds 60% shareholding in the subsidiary with the
balance 40% stake held by JP Morgan Mauritius Holding Ltd and ICICI Venture in equal
proportion (20% each). The movies co-produced by PVR Pictures include "Taare
Zameen Par", "Jaane Tu Ya Jaane Na" and "Contract" and "Mere Khwabon Mein Jo
Aaye". Apart from the movies co-produced, some of the other movies distributed by us
include "Ghajini", "Golmaal Returns", "Dasvidaniya", "Sarkar Raj", "Bal Ganesh",
"Lions of Punjab", "Tum Mile", "Aviator", "Chicago", "Hannibal Rising", and "Don",

To ramp up our presence across retail entertainment landscape, PVR has entered into a
JV with Major Cineplex Group, a leading Film exhibition and retail entertainment
company based out of Thailand, to bring lifestyle entertainment concepts to Indian
consumers. The Joint Venture would set-up bowling alleys, karaoke centers, ice skating
rinks and gaming zones across the country to enhance the out of home entertainment
experience for Indian consumers

PLANNING OF PVR CINEMAS

PVR plans to invest Rs 400 crores to open 250 screens
NEW DELHI: Delhi-based exhibition chain PVR plans to invest Rs 300-400 crore to
open 250 screens by 2010. The company is looking at various options to raise this
money. PVR on Thursday also launched its premium brand, PVR Premiere, targeted at
urban consumers in metros. In addition the company operates two brands, the no-frills
cinemas for consumers in tier II cities called PVR Talkies and PVR Cinemas targeted at
targeted at the urban & semi-urban consumers.
PVR Group’s chairman and managing director Ajay Bijli said, “I am open to all options
to raise funds and it would be a mix of debt, equity and internal accruals. The money
would be used to expand our production, distribution and exhibition business.”
The group is targeting at a consolidated revenue of Rs 300 crore by the fiscal end.
Currently, the company has 89 screens in 24 complexes across 14 cities. This fiscal, the
company is adding 31 screens with a total capacity of about 8,000 seats.
Talking about his new cinema brand-PVR Premiere, Mr Bijli said that the company is
looking at opening 30-40 screens under this brand. PVR Premiere’s ticket price would
range between Rs 300-600 from weekdays to weekends. Besides reclining leather
upholstered seats, the company is offering personalised menu, lounge and concierge
service to its customers to ensure higher margins for the company.
“We are also looking at overseas distribution by next year which could be a huge
business for us in the long term. The subsidiary (PVR Pictures) may also raise additional
money and look at private equity funds. PVR group listed its multiplex subsidiary, PVR
Limited, in 2005 and raised an estimated Rs 175 crore through an IPO.

TIE UP OF PVR
The recent tie up of the PVR cinemas with country’s leading Pharma Company, Ranbaxy
is a great example of Fusion Marketing. Ranbaxy has tied up with PYR cinemas to give
free samples of its best-selling energy pill Revital along math the movie tickets available
at the 23 centers across the country. The PVR cinemas got a fee for promoting the brand
along with selling its tickets In this case both PVR Cinemas and Ranbaxy’s target
consumer is same. People come to cinema halls to be entertained and wound up and here
the platform is much viable for an energy pill also.

OFFERS AT PVR

Axis Bank Visa Platinum Credit Cardholders now have access to a world of special
privileges. Book your ticket at www.pvrcinemas.com and get a free ticket for your
companion.
Make your experience at the movies twice as magical, only with Axis Bank Visa Credit
Cards.

Axis Bank Visa Platinum Cardholders get a free ticket for a companion on PVR Cinema
tickets booked online on www.pvrcinemas.com.

JOINT VENTURE OF PVR CINEMAS

PVR has also ventured into the business of film distribution and set up PVR Pictures, a
fully owned subsidiary of PVR Ltd. PVR Pictures specialises in acquisition and local
distribution of films. This is a strategic business unit aimed at solidifying PVR's
exhibition growth and strength. To date, PVR Pictures has successfully released films
produced by US-based production house Miramax such as Chicago . PVR Pictures has
also signed a 50:50 joint venture with Ram Gopal Verma's Verma Corporation Limited/
K Sera Sera's production company 'Factory'. The new venture, titled 'PVR/Factory'
operates under the PVR Pictures entity and has exclusive distribution rights in Delhi,
Uttar Pradesh and Uttaranchal.

FAME ADLABS

Fame Adlabs is the pioneer of multiplex theaters in India. The Fame Adlabs and
Shringar Cinemas are the two co-owners of this world class multiplexes. Fame Adlabs
was established in the year 2002 and its first outlet was at Mumbai. Fame hold
multiplexes in Mumbai, Kolkata, Nashik, Aurangabad, Pune, Surat, Allahabad and
Hyderabad and Shringar Cinemas are planning to built multiplexes across the country.

Fame Adlabs is responsible for coming up with unique movie theaters holding ten
different shows at a time at different theaters. Fame Adlabs offers screens bouquet of
films along with a world class viewing experience. Fame Adlabs screens Indian cinemas
and International cinemas too. Bollywood and Hollywood cinemas are the most popular
ones. Regional films are also screened along with animated films.

The Fame Adlabs offers -

 World class acoustics

 State-of-the-art projector and its allied technology

 Online ticket booking facility

 Highly spacious area

 Different classes of comfortable seating arrangements are offered

 Snacks outlets serving Indian and international food items

 Special meals and mini meals are on offer on weekends

 Special discounts are offered on food items

 Spacious parking lot

 FAME COMING UP WITH IPL






  FAME COMING UP WITH FILM
FESTIVAL





 OFFERS AT FAME ADLABS



 Deutsche Bank Offer .
Buy 1 Ticket Get 1 Ticket Free.

 Deutsche Bank Credit card holders are entitled to 4 free tickets at Fame cinemas
in a calendar month, if they use their Deutsche Bank Credit Card to buy tickets
online at (www.famecinemas.com).
Kotak Offer For Trump Credit Card Holders.

King Club Offer .

King Club members can Earn and Burn King Miles for Movie Tickets On any day any show at
www.famecinemas.com
 INOX CINEMAS

The Inox group is a subsidiary of Gujarat Flurochemicals Ltd. Inox is the pioneer of
multiplex theaters in India. Inox offers world class multiplexes that are unique movie
theaters holding multiple shows at a time at different theaters. Inox offers screens
bouquet of films along with world class viewing experience. Inox screens Indian cinemas
and International cinemas too. Bollywood and Hollywood films are the most popular
ones. Regional films are also screened, as are animated films.
Inox owns 16 multiplexes with 57 screens in 14 Indian cities.

INOX Leisure Limited is the diversification venture of the INOX group into
entertainment and is a subsidiary of Gujarat Fluorochemicals Ltd INOX is successfully
running 30 multiplexes with a total of 109 screens in 21cities, making it the only national
multiplex chain.
INOX is successfully running 30 multiplexes with a total of 109 screens in 21cities,
making it the only national multiplex chain.

OFFERS BY INOX
 World class acoustics

 State-of-the-art projector and its allied technology

 Online ticket booking facility

 Highly spacious area

 Different classes of comfortable seating arrangements are offered

 Snacks outlets serving Indian and international food items

 Special meals and mini meals are on offer on weekends

 Special discounts are offered on food items

 Spacious parking lot

 Environ friendly arrangements

 Highly secured entertainment zone

OFFERS AT INOX CINEMA

TICKET BOOKING AT INOX CINEMA

CONTESTS AT INOX
EVENTS
RESEARCH METHODOLOGY

ANALYSIS
SWOT ANALYSIS OF CINEMAX
Strengths:
 The company is focused in increasing multiplexes across the country with close to
100 screens in the next couple of years from the current 33 screens. This will
increase the seat size by 3 times.

 The biggest strong point for the company is the current location of its theatres.
They are mostly centrally located. Also, unlike its competitors, they have 8
properties with 7 in Mumbai giving free rental cost (only opportunity cost
involved).

 The company has a strong experince in building and construction. Also, there is a
brand of 'Cinemax' to be considered. I do not know if can be translated into
revenues. They have a premium theatre too. The utilisation of this could probably
indicate the pricing power for the company.
 Weakness:
 High dependance on distributor for showing films in every theatre and for every
film. This gives a very unstable business model when one compares with Adlabs
which are in the other end of the value chain.
 The biggest weakness for any investor, which is mentioned rightly in the risk
factors is the capital structure. It is so unfair for the retail investor. The bonus
issue last year has diluted the earnings in a very big game.Further, there is also an
issue of a preference share issue at no cost. This has diluted the earnings even
further.
 The promoters have been investing in multiple business' streams. This is an area
of concern as it looks like the promoters' are willing to enter into many areas with
a motive of profit. The promoters have more than 25 different companies,
partnerships etc and only 4 are operational. There are too many
construction/building companies. I do not understand the existance of such
companies.
 Alternate mediums like DTH, DVD or VCDs can become popular making the
business unattractive.
 Existing competition is with Adlabs, Inox, PVR cinemas and Shringar. Adlabs is
expected to be the largest player with a strong backward integration. Given this
level of competition, efficiency or utilization rate is one of the key parameters for
success. There is no strong pricing power with any of these competitors. Given,
that they can't reduce the price to a 'non multiplex' rate, the downside pricing to
increase volumes is lost too. Also, the competitors are expanding very
aggressively. Incase, they are represented in most areas, specially in prime areas,
that Cinemax is operating, this can lead to loss of business.
 Currently, the projection medium is traditional. Newer digital forms can force the
company to incur substantial capital expenditure.
 The issue size exceeds the current networth by 5 times.That is a lot of funding
under the present capital structure.

Opportunity:
  There is a big demand for theatres across the country given the poor quality
currently in existance across places. Also, most theatres are willing to open in Sec
B and C cities and move into small towns too.

 They are willing to work on different model for pricing tickets depending on
time/day.

 The contribution of Multiplexes has been increasing constantly and is close to

20%.

Threats :
 Success of theatres are movie specific and this can tilt towards failure with poor
movie scripts

 Alternate sources of entertainment such as DTH, DVD can lead to lower sales.

 Removal of entertainment tax benefits can risk profitabilty if lower pricing power is
not passed to the customer.

SWOT ANALYSIS OF PVR CINEMAS

STRENGTH:
First Mover advertisement in the multiplex business in India.
Updated Technology.
Premium Positioning.
Plays Hindi, English, Regional& Foreign Movies.
Locational strength.
Ambience.
Started the concept of a complete movie experience
Marker Leader.
Very strong brand equity.
Tom recall.
Original Multiplex.
Blend of retail and entertainment.
WEAKNESS:
High cost perception.
T.A very specific (not mass service).
Disjointed images for all PVR projects.
Customer retention.
Parking problems.

OPPORTUNITIES:
First mover advantage.
Growing family spending on entertainment.
Large film industry over 200 Hindi films every year.
PVR Loyalists.

THREATS:
Competition blooming large.
Government’s interference.
Entertainment Tax.
Other multiplex as competition.
Other ways of entertainment.
Accused of increaces crime rate.
Piracy. No control over surroundings (For e.g.West Delhi).
Movies becames bigger than the brand.

EMERGING TRENDS AND NEW DEVELOPMENT IN

MULTIPLEXES
Some of the major fast growing segments in the domestic industry include the music,
cable and satellite advertising, infrastructure, exports, animation and FM. The domestic
music industry was estimated at around Rs 17,000 million in the year 1999 and is
projected to grow to around Rs 30,000 million by the end of the current year. The export
segment is also expected to increase from around Rs 4,000 million to around Rs 10,000
million during the same period. Revenues from the animation segment are also forecasted
to increase from Rs 2,200 million to nearly Rs 4,400 million by the end of the current
year. In order to capitalize on this fast growth ahead, companies are making large-scale
investments in terms of infrastructure. For instance, the Mode Family has invested around
Rs 1,500 million towards the construction of multiplexes that can screen around 16 films
simultaneously. At the same time, majors such as Zee Telefilms and Eenadu TV are
expanding their horizons to other markets as well.

GOOD MORNING SHOWS:

There is a new addition to your breakfast menu. Along with idlis and eggs and
fruits and milk, there is also cinema. CINEMAX ,FAME has introduced a brand
new concept called 'Good Morning Shows'.
The 'Good Morning Shows' offer will be applicable for the shows screened from
8.00 a.m. An ongoing initiative, Cinemax ,Fame is targeting the youth segment.
They are quick to latch on to great offers and are keen on be part of the ultimate
cinema viewing experience the offers given by Multiplexes. "The objective of the
Good Morning Shows is not really based on making profits. The idea behind this
slot was to offer the youth an alternative hang-out as well as make them part of
the multiplex experience.

BULK BOOKINGS:
There are special arrangements for bulk bookings (of twenty or more tickets)
done by corporates. Details can be filled online and by Multiplex executives
themselves.

E-BOOKING:
Nowadays e booking is used for booking Tickets.

MOVIE VOUCHERS:
Complimentary ticket on payment of entertainment tax amount at any point of
time (2 days in advance) to the employees subject to availability.
Tickets to employees 1+1 oneself and employees guest 2 for immediate family
i.e. parents, spouse etc.
This has been done to encourage movie going among employees as well as
customers.

MAJOR DISADVANTAGE OF MULTIPLEXES

Major problem faced by multiplexes is ticket pricing. Going to a movie in a multiplex is

nice whether in terms of sophisticated facilities crowd or comfort but it is expensive. A
ticket cost is anywhere between Rs.110 Rs.150. Movie for a family of four could cost
around Rs.600 and with food it becomes Rs.l OOO.A person who goes to a multiplex
pays around two to three times more money that what he gives in a normal cinema shall
be it the ticket or food. The rates are still steep even after the reduction in the
entertainment tax from 60 per cent to 30 per cent.

ROAD AHEAD
Mumbai's multiplexes are growing bigger and better and working
towards
transforming themselves into complete entertainment zones. others
are
trying to get liquor licenses so that you can wash down your movie
experience with the choicest of liquor. And, if your kids are bored with
the
movie, you can also leave them out in the children's play area or,
better still,
book a ticket for them in the theatre where the screen is dedicated to
kids'
films. Reliance Adlabs is one of the firms that is planning a double-digit
number of screens in one of its megaplexes The firm is investing Rs 30
crore
on what will be India's largest megaplex. It will have 15-16 screens,
including
an IMAX 3D digital screen, food and beverage lounges, special screens
for
kids and sports screens. Adlabs is also opening a nine-screen multiplex
at
Ghatkopar also PVR coming up with 8 screens. Adlabs has also tied up
with
kingfisher airlines were u travel by airlines and you accumulate points
on
which you can get a free ticket in adlabs after you have reached a
specific
number of points.

CONCLUSION
BIBLOGRAPHY