SINGLE SCREENS CONVERTING

THEIR MODEL TO THAT OF

MULTIPLEX

Delhi and the NCR (National Capital Region comprising the

satellite cities of Faridabad, Gurgaon, Noida, Indirapuram and
Ghaziabad), have been transformed over the past 15 years.

Delhi/ NCR is an important commercial center in South Asia and

third largest metropolitan area in India after Mumbai and Kolkata.

. It has the highest per-capita income in the country, at around 2.5

times the national average, and the second highest GDP in terms
of purchasing power parity.

With an increase in disposable income of people of Delhi/ NCR,

consumers preferences have switched drastically from obsolete
service providers to more modern ones.

As the trends changed in all the sectors, consumers

preferences changed in entertainment industry as
well.

the single screen movie theaters like Golcha, Paras,

Regal, Vishal and many more are being cornered by
multiplexes like PVR, DT Cinemas, BIG cinema,
Wave and others with their lucrative location,
marketing and brands.

To know whether single screen theatres should

continue with their existing model or change to
the new model of multiplexes.

To know the customer expectations from movie

viewing experience.

Exploratory Research - Qualitative research

In-depth interviews
Conclusive Research - Quantitative Research
Questionnaires

CINEMA (Single
Screens In Delhi)

ESTABLISHED

SEATS

Eros Cinema

1956

317

Abhishek Cineplex

2009

260

3CS

2002

Chanakya

1970

Delite

1955

Golcha

1954

815

Regal

1932

694

PVR plaza

2004

300

PVR regal

2000

904

PVR Rivoli

2004

Sheila

1961

980

Vishal

1970

1401

Sapna cinema

CINEMA (MUltiplexes
In Delhi)

ESTABLISHED

SEATS

PVR Naraina

2001

830

PVR Prashant Vihar

2007

800

PVR Saket

1997

1000

PVR Vikas Puri

2001

921

Satyam Patel Nagar

Wave Cinemas Raja
Garden

1207
2007
2008

Satyam Cineplex, Janak

Puri

2008

Cinemax Shubhash
Nagar

2011

Sample
30 (New Delhi, Gurgaon)
45 % Females, 55 % Males
Respondents Location- 70% Delhi, 20% Gurgaon, 5%
Noida/ Indirapuram, 5% Faridabad
Occupation- 55% - Working Professionals, 30% College
students
Spending on movie viewing at theaters per month
55%- Less than 500
30%- 500-1000
15%- 1000- 1500
More Than 1500 - 0%

Occasions
Weekends and Day-offs 30% each
Not Particularly on occasions- 25%
Festivals- 10%
Birthdays/ Anniversaries- 5%
Accompanied By
Friends- 55%
Family Members- 30%
Type of Movie theater preferred by people
Multiplex Theaters- 30% + Multiplex Theaters in malls35%
Single screen theaters- 35%

Most of the single cinema supporters fell in the

category of monthly expenditure of less than 500 on
cinemas, accompanied friends.

Motivation to watch a particular movie

90% respondents said that they find Casting of the
movie the strongest motivating factor followed by
Opinion leaders/ word of mouth publicity- 40% and
social media promotions by movie- 35%
Critics reviews in newspapers and magazines have
somehow lost their credibility with 35% respondents
saying this is the least motivating factor.

Promotions by movie theaters

Buy x tickets get y tickets free- 60%
respondents find this promotion most attractive.
Discounts on meals- 50%
Services provided by Movie theaters
As per respondents Comfortable seats and Air
Conditioning are the most important factors to
choose a particular theater with almost 100%
respondents nod.