Indian Multiplex Industry

ENTERTAINMENT INDUSTRY

One of the fastest growing sectors of the economy is entertainment industry. Entertainment today
dictates our lives, education, careers, earning money, all lead to the quest for higher and
sophisticated entertainment. One seeks knowledge to improve the quality of life. The quality of
life improves when the basic requirement of life are supplemented with entertainment in some
form or other.

Current scenario the entertainment industry is totally different from the past, as the modes of
media used for providing services were different before the 20th century when compared with the
present media. This can be explained properly with the bifurcation below

Traditional live entertainment industry:

 Theater
 Play writers
 Actors and Theater directors
 Music industry
 Composers and Songwriters
 Singers and Musicians
 Orchestras
 Publication industry
 Authors
 Journalists
 Publishers
 Printers

The 20th century mass media industry:

 Film studios
 Cinemas
 Broadcasting
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 Record industry
 Theme parks
 Discothèques

As per the current scenario, cinemas play an important roll in giving social messages and they
also have an impact on a large number of people .cinema is also known as a movie theatre.

A movie theater or cinema is a location, usually a building for viewing movies. In particular one
for the general public, one can enter after buying a ticket. There are often several rooms, each
showing another movie.

Some movie theaters are converted from conventional theaters and some theaters may be
temporarily converted to show the movies.

Some outdoor movie theaters are just cleared areas where the audience sits upon chairs or
blankets and watch the movie on a temporary screen, or even the wall of a convenient building.

Movie theaters usually sell various snack food and drink which often represents the real income
of the business. Some movie theaters forbid eating and drinking inside the viewing room, while
others encourage it.

Indian Film Industry

Indian Film Industry is a part and parcel of entertainment industry. It is most popular and
affordable mass entertainment media in India. Almost 1000 movies are produced every year, so
it is very critical to manage this industry, to manage its distribution, exhibition, etc.

Present Status:

 No National player
 Most centers owned by individuals
 Lack of ability to acquire attractive content
 Piracy
 High entertainment tax rates
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 Unsatisfied Consumers
 Poor infrastructure
 Ineffective service quality
 No single entity of competitive size
 Largest player has only 64 screens out of 13000 screens in the country.

WHAT IS MULTIPLEX?

Multiplex is a medium that offers a person composite entertainment comprising of a one stop
destination to shop, entertain, and dine and watch a Varity of movies under a common roof.
Multiplex are one of the means of lifestyle that offer to viewers the choice of watching a movie
in a five star or three star environment.

The Multiplex model is based on concept of umbrella entertainment built around a primary
anchor- movie. The revenue streams, however, do not necessarily center on a single anchor.
Typically, the possible income generating channels in a Multiplex can include.

 The box office collections

 Rent from display system
 Food & beverage
 Product lunch rentals
 Promotions by companies to promote consumer goods.

Some Facts about Multiplex

 The word multiplex has two meaning.

• Firstly it is a medium that often its consumers full entertainment including the
pleasure of shopping, dining, enjoying and watching a wide range of movies
under a common platform.
• Secondly it is a type of technology which is referred as Multiplexing with the
help of this technology the same movie can be shown simultaneously in all the
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screens of the Multiplex with minor difference of 3 seconds between their

screenings.
 Presently there are approximately 13000 screens in India with equal number of space
available for the same amount of theatres to be opened.
 Multiplexes in India are given benefits for their development as they form a major part
of the entertainment industry. Benefits such as overall tax concession, reduction in
entertainment tax and so on are provided by the govt.

The Problems faced by The Industry

 Indiscipline among filmmakers. This made the industry fragmented and disorganized.
 Piracy leading to massive losses for the industry.
 Lack of resources in terms of finance, human etc.
 Lack of corporatized management. Limited studio space and lack of security lending to
an expensive foreign locales resulting in drain of resources.
 Reluctance of financial institutions to fund non asset based ventures
 Lack of expertise to handle latest equipments.

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SCOPE OF MULTIPLEX

The cinema exhibition industry in India is growing at 10% per annum driven by multiplexes,
which are expanding rapidly in major metropolitan cities as well as second and third tier
cities. Favorable demographics in a cinema-crazy nation, tax exemptions, and quality
locations such as malls, are driving growth of multiplexes in India. Most of the multiplexes
in India are anchor tenants in the large format malls making a favorite destination for
the youngsters as well as the families. Multiplexes captured the market as complete
family entertainment centers. The digital revolution has helped the Media and
Entertainment industry to go digital. There are more than 100 digital cinemas in India
today.

They, along with the multiplexes have completely transformed the experience of the
viewers. With an increase in the incomes of the people and increasing expenditure on
the leisure activities, multiplexes are poised for high growth in India. Other than the
sale of the movies tickets, Food & beverages is the major source of revenue for the
multiplexes. Space economies and the optimal utilization of the capacities are the major
advantages or benefits that the multiplexes enjoy over single screen theatres.

Average Annual Expenditure Percent Change in Consumer

Expenditure
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SWOT ANALYSIS OF ENTERTAINMENT INDUSTRY

STRENGTHS:

1. Entertainment is one of the most booming sectors in India due to its vast customer reach & a
large customer base.
2. The growing middle class with higher disposable income has become the strength of the
Entertainment industry.
3. Change in the lifestyle and spending patterns of the Indian masses on entertainment.

4. Technological innovations like online distribution channels, web-stores, multi- and mega-
plexes are complementing the ongoing revolution and the growth of the sector.

5. Indian film industry is second largest in the world and the largest in terms of the films
produced and tickets sold.
6. The low cost of production and high revenues ensure a good return on investment for Indian
Entertainment industry.

7. Multiplexes with primes location with high Average ticket price & Strong brand equity

WEAKNESSES:

1. The Entertainment sector in India is highly fragmented.

2. The lack of efforts for media penetration in lower socio-economic classes, where the media
penetration is low.

3. The film exhibition business’s fortunes depend on the success of the films they are showing

4. Rapid development of digital technology and the advancement in the broadband and
networking space

5. Low margins and seasonal factors in the movie exhibition

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OPPORTUNITIES:

1. The Indian film industry is the largest film industry in the world in terms of number of films
produced and tickets sold each year expecting growth will be continue in upcoming years in to
producing movies.

2. The concept of crossover movies has helped open up new doors to the crossover audience and
offers immense potential for development.
3. The increasing interest of the global investors in the sector.
4. The media penetration is poor among the poorer sections of the society, offering opportunities
for expansion in the area.
5. Rise in the viewer ship and the advertising expenditure.
6. Technological innovations like animations, multiplexes, etc and new distribution channels like
mobiles and Internet have opened up the doors of new opportunities in the sector.

THREATS:

1. Piracy, violation of intellectual property rights poses a major treat to the Media and
Entertainment companies.
2. Lack of quality content has emerged as a major concern because of the 'Quick- buck' route
being followed in the industry.
3. With technological innovations taking place so rapidly, the media sector is facing considerable
uncertainty about success in the marketplace.

4. Increased competition from other entertainment sources like IPL, affecting occupancy rates in
Theatre.

5. High Real Estate price is a huge barrier to profitability of this sector.

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WHY IS THERE A MULTIPLEX BOOM?

In India there are about 20,000 theatres and there is a plenty of space and resources for an
equivalent number of theatres to be started allover. Thus, there is a high growth rate for the
multiplexes in the entertainment industry. Due to the high growth rate of the multiplex industry;
various benefits are provided by the government such as overall tax concessions, reduction in
entertainment tax and so on in order to motivate the industry person. Some of the other factors
involved are given below:

 Aspirations: There is a huge group of people who are very ambitious and have a status
symbol (premium or the top class) or desire to possess it. Thus, these groups of people
prefer to have an edge over others (middle and lower class) by viewing movies in a
multiplex rather than a single screen theatre as it is a matter of pride and honor for them.

 Attitudinal Change: Gone are the days when one used to think about saving the money
by not going to the theatre along with the family to watch a movie and instead go out for
a picnic to enjoy the whole day. Gradually, this concept has changed now because if a
person plans to spend his whole day for enjoyment along with his family, then
multiplexes are the best option as they have everything from shopping stores to
restaurants, cafeteria, games corner and so on.

 Combination of various facilities: The concept of satisfying the consumer under one
common roof is growing rapidly allover the world. Thus there are two types of
combinations found;

• One is a “Mall with a Multiplex”. E.g. ‘R Mall has a multiplex ‘R Adlabs’ within
itself. Recently, Fame Adlabs too opened its new multiplex in Malad within the mall
named “Inorbit”.

• Second is a “Multiplex with shopping Facilities and various Amenities” within its
roof. E.g. Imax Adlabs is a multiplex having within its games arena, cafeteria and
other such amenities. Also, a person can shop during the promotional activities
carried out by various companies within the multiplex and take advantage of various
benefits and offers provided by them.
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The relationship between the multiplexes and the malls is referred as the “Synergy
Effect”. It thus helps in satisfying the consumer with the required amount of amenities
and facilities needed by bringing all the required resources under one common roof. This
helps the consumer to enjoy his whole day at one common place instead of planning to go
to various places in order to shop, dine and have fun with his family members.

 Provides employment facilities even for those who are not involved directly: This is
one of the interesting cases found in the multiplexes. There are many departments
involved in the smooth functioning of the multiplex such as Human Resource, Marketing,
Food & Beverages, Administration and so on. All these departments are employed
directly as per the requirements. Now, there is also a lot of employment scope for those
people who are not involved directly in the multiplex industry. Many of the multiplexes
that have huge space such as Imax Adlabs organize many events such as children’s day,
teacher’s day, child festival and so on. Thus, to organize such events many people from
outside are involved such as decorators, musicians, caterers who indirectly gets
employed.

 More number of screens: This is one of the most important reasons for the multiplex
boom. These are more screens, roughly 3-5, when compared to the normal movie theater
(Single Screen). As there are many screens in the multiplex, people get a huge variety and
range of movies to view. Also, the movie timings are flexible and thus a customer can
view any movie of their choice as per their availability and convenience. Due to this the
turnover of audiences as compared to the single screen theatres are relatively very high.

 Risk minimization: Also, the benefit that the multiplex has over the single screen movie
theatre is the ‘risk minimization’ factor. The multiplex has various partners, various
company collaborations, and thus they work together to achieve the goals set up by the
organization. Also, the risk is minimized when the space is let out to various corporate
organizations such as Reliance, Vodafone, HDFC, Citibank and so on for product
launches and various promotional launches.

A TYPICAL MULTIPLEX

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A typical multiplex has

 4 Screens: A normal multiplex has 4 screens with 8-10 movies running as per schedules
and thus giving the audience variety of choices to choose the desired movie.

 Ticketing options: The ticketing options in multiplexes are very systematic as compared
to a normal single screen theatre. There are lots of options available for booking the
tickets such as advance booking, home delivery, internet booking, tele-booking and
current booking. Thus, one doesn’t has to spend a lot of time in booking a ticket as there
are various options available.

 Cafeteria: The multiplexes also have cafeteria in their vicinity which gives the
consumers limited options to satisfy their hunger and thirst as quickly as possible during
the screening of the movies.

 Entertainment: Entertainment facilities are available for the children within the
multiplex arena in the form of games arcade, fun house etc. Also, special events such as
Valentines Day, Friendship Day and many more are organized which entertain the
teenagers.

 Malls: The invent of malls within the multiplex and vice versa has made shopping easier
as everything can be done under a common roof, from enjoying to shopping, dinning etc.

 Restaurants: They also form a part and parcel of the multiplex and satisfy the consumers
with wide range of food and beverages. Imax Adlabs has Sarson Da Saag, Spice of Italy
and various other restaurants under its roof.

SEGMENTATION AND TARGET GROUP

Market segmentation for Multiplex :

Basically it is not possible for marketer to satisfy everyone in a market. Because, everyone
doesn’t has a common liking or disliking for a particular product or service. Thus there arises the
need for the market segmentation. Its done on the basis of Demographic, Psychographic and
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behavioural differences among the consumers. Thus segmentation helps marketer to identify
Target market clearly and on the basis of that marketer plans strategies and attract the targeted
customer.

According to the research Multiplex owner has conducted, the come up with three categories
signifies different groups of people and their behaviour which plays a very important role in
making decisions. They are explained in the following ways:

1. Groucho

2. Westerner

3. Geeks

Groucho:

• This group consist of 32% of Mumbai audience (Premium grp.)

• They visit the cinema halls occasionally (once’ in 3 month)

• Prefer to watch Hindi Thriller movies and also Regional movies.

• Come late to movies at least by 15 minutes.

• Prefer to watch with spouse and children.

• Age grp. 25 – 44 yr.

Westerner:

• This group consist of 5 % of Mumbai population residing in western part of the city.

•Visit cinema hall regularly (Once per week)

•Prefer to watch English movies as action, animation.

•For Hindi, prefer suspense.

•Come 10 minute late to movie hall.

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•Prefer to watch movie with family and children.

•Age group is 35 – 55 yr.

Geeks:

• This group consist of 27 % of the population from other part of the city.

• Visit cinema hall frequently (Once in a month)

• Prefer to watch hindi action, war Dubbed English movies either alone or with friends

• Enters 5 minutes late in the movie hall.

• Age group is of 15 – 24 yrs.

MARKETING MEDIA CHANNELS FOR COMMUNICATION:

Print:

Print medias such as Newspaper, magazines, journals, pamphlets, poster etc.at he time of
release of movie, these medias are used to advertise intensively. Eg. Bombay Times, Mid-
day.

Radio:

Second most used medium. Multiplexes attract customers by various contests on Radio.
Leading Radio stations Radio Mirchi, Radio City etc

Web:

Personal website for multiplex is used by firm to market the movie. Promotional activities
and the new happenings along with new releases information been provide on website.
Bookings also been done on website.

SMS:

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New trend setup by multiplex is use of mobile sms for marketing. The database of numbers is
collected from the customer who watch movies. And then any promotional things, new
release movies, reminder to bookers is been done via sms.

Hoardings:

This is used to recall customers about the movies being screened at multiplex. Thus along
with multiplex are also promoted. Hoardings are placed both at populated place and in
multiplex which attract customers.

Tie-ups:

Multiplex has tie-ups only when it has promotional activities to be conducted within its
premises. It works with the company that is promoting and markets both the company’s
product as well as officials of multiplex.

Public relation:

This activity supports all the activities which are used to promote multiplex. Writing and
giving any promotion and it take care of any misunderstanding between consumer and
multiplex.

In –House Branding:

This promotional activities been taken in the premises of multiplex. Different sections like,
entertainment area, cafe area and dome area and so on. Every section try their best to retain
the viewer.

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MARKETING STRATEGIES

Entertainment Marketing: Marketing of entertainment services is referred as entertainment

marketing. Entertainment services include screening of movies, their premiers, press & media
required special screening of movie show & also different types of eatables served within the
multiplex is divided into two types namely:

 Movie Marketing: this is one of the most important areas which is marketed & helps in
creating a brand image for the company. The main focus is to market the movies that are
big screened along with creating & making aware the people about the multiplex. Also
during such premier’s press & various media channels are invited to cover the whole
premier event which has a positive effect on the multiplex. As stars are called for the
premiers of special movies along with outside people, this act as s “synergy effect” and
thus more & more number of people become aware about the multiplex and its day to day
activities. All above this with the help of various media channels, huge & extensive
advertising is done for the movies which add to the recall value on the minds of the
people.

 Café Marketing: This is an altogether new concept started and undertaken by

multiplexes for marketing its movies. It basically helps in promoting its movies with the
help of eatables sold in the cafeteria within the premises of the multiplex. Here the
eatables are named after the movies & various film stars during the release of much
hyped & successful movies.
E.g. Fame Adlabs during the release of the movie “Choker Bali” arranged special Bengali
dishes relating with the theme of the movie. The concept became a huge success and
now a separate section is being for the Bengali dishes. The café situated within the given
arena in multiplex.

 Special Events Marketing: the positive point that multiples gains over others is that
along with the screening of various movies it also screens special event such as F1,
cricket matches, various documentaries and social messages that are to be passed n
community. Multiplex also organize celebration of religious festivals as well as special
days such as valentine day, friendship day, Independence Day & republic day & events
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such child fest. Also, it arranges for many events & birthday parties as per the customers
demands. Such activities give unique experience to its customers who feel the same home
& personalized atmosphere present there.

 Tie up With Various Corporate: Multiplex has tie-up with many corporate associates
as they help each other in their day to day activities. Both of these go hand in hand. Their
relationship is of “give & take” type; it is like the corporates organize or the host the
events that are conducted in the multiplex & in turn the multiplex gives it sales indirectly.

E.g. “Women’s Day Celebration” on 8th March in ‘IMAX’ by ‘Citibank’. It was a huge
success for both made their customers satisfied & also lot more loyal customers for
themselves.

 Movie Shootings & Advertisements: Multiplex also allows shootings for movies &
advertisements as it helps to publicize & create a brand name for itself. Movie shootings
advertisements take place here because of the ambient factors & also space the
surrounding. Also it acts as a business activity as the movie makers are not given the
premises free of cost.

 Special Screening of Hollywood Movies: A new concept started by many multiplex is

the screening of Hollywood movies at their theatres. These special screenings are referred
as “Midnight Matinees”. Midnight Matinees is another innovative attempt on the part of
multiplex to combine various elements of leisure & partying with cinema viewing.

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MARKETING MIX OF MULTIPLEXES

Marketing Mix is the set of marketing tools that the organization uses to pursue its marketing
objectives in target market. Marketing mix decisions must be made for influencing the trading
channels as well as the final customers.

Multiplexes forming a part of service industry have their own marketing mix, which are:

 Product

 Price

 Place

 Process

 People

 Physical evidence

 Promotion

Product

Services offered are the elements that make up the total service package and include both
tangible and intangible components. Below the table are different product levels existing in
multiplex and the expectations made by the consumers.

Product level Expectations made by the consumer

Viewing space in the multiplex, view the

Generic (the basic benefit)
movie with the latest technology.

Cleanliness in the multiplex, punctuality in

Expected (the expected benefit) start timings of the show, comfortable seating
arrangements.

Augmented (in addition to the expected Apart from the good quality of viewing, one
benefit) expects great ambience, helpful employees,

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sophisticated interiors.

Incentives provided by the multiplex, reward

Potential (beyond the usual, pleasant surprise)
system.

Price

The art of effective pricing is to establish a price level that is low to represent good level to the
buyers but yet it should be high enough to allow the service provider to make his profit. Thus,
the price level of marketing mix is considered to be most critical component both from the
economic as well the social point of view.

Indian multiplex follow 2 methods of pricing:

Cost based pricing – it is also referred as cost plus pricing. It determines cost of service delivery
as well as predetermined rate of profit in order to arrive at a price. It is necessary to analyze all
cost accurately and differentiate between fixed and variable costs in order to use the costs as a
basis for pricing decisions.

Competition based pricing – in this method the price is determined on the basis of competitor’s
price. Now the major competitors are single screen movie theatres and other multiplexes. For eg.
The rates for single screen theatres are Rs. 100 whereas the rates in multiplexes are Rs. 250.
Thus, there is a very high variation in prices in the multiplexes when compared to the single
screen theatres. To cope up with the prices of the single screen movie theatres, nowadays
multiplexes have priced Rs. 60 for its early morning shows that are screened regularly.

Place

The place decision depends on the location and the distribution channel. The main problem for
creation of channels for services is that they cannot be manufactured in one place and distributed
all over. They can be offered from either single outlets or multiple outlets.

Place includes the surrounding, the actual location of the multiplex, accessibility from various
places, facilities available and other place related factors.

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FAME, CINEMAX and BIG CINEMAS are the best examples of an organization who has
multiplex outlets situated at various places of the city and provides movie viewing services with
latest technology.

Process

The process of a service refers to how a service is provided and delivered to the customer. To
design the process of a service various factors are involved such as location facility, design and
layout for effective workflow, procedures and job definitions for service providers, extent of
customer involvement, measures to ensure service quality, equipment selection and finally
adequate service capability.

People

In services, the employees very often represent the firm and in many cases they are the services.
The service provider has to train and equip the frontline staff with the capabilities to perform the
service, in order to deliver quality service to the customer. This causes the service firm to
integrate appropriate human resource practices into its strategies.

People have a direct link with the profits of the organization and thus the management strives
hard in developing “Customer Conscious Employees”. It is the people, who play an important
role in overall progress and development of the organization. The people’s way of dealing with
its customers helps them to create a better image for the organization (multiplex) and this in turn
help in creating good image in the minds of the people for the multiplex which in turn increases
the profitability of the multiplex.

Physical Evidence

In order to judge the quality of services, the customers rely on tangible cues. Physical evidence
thus aims at enhancing the customer’s perception of the services offered. It also influences the
employee’s performance at the time of service delivery process.

Essential evidence and peripheral evidence are the two elements of physical facilities. Both these
elements should be well coordinated in order to understand the potential impact and create the
desired image of excellence in services. Essential evidence are dominant features like the
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building area of the multiplex, its parking area, signboards, etc. whereas the peripherals evidence
are less dominant features such as the admission cards for its members (staff).

Thus physical evidence of multiplex can be summarized into:

 Ambient factors

• Air Conditioning

• Excellent ventilation

 Design factors

• Uniform Appearance

• Extensive parking lot

• Spacious interiors

 Social Factors

• Well dressed employees

• Courteous

• Family atmosphere

Promotion

One of the key and the most important elements to marketing mix is promotion which is used for
the purpose of encouraging sales and also helps to convey the customer the position of the
services offered by the multiplexes. Also promotion helps to create awareness among the
customer. The tools used by multiplex industry for the marketing of services are advertising,
sales promotion, direct marketing, news papers, postage and web. These tools are used to create
favorable response from the target audience.

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The biggest advantage to the multiplex is that it has a very wider area of scope to carry out its
promotional as well as day-to-day activities. Also, one of the important reasons is that it is
located in the centre of the city which makes it easily accessible from all the sides.

Due to large space, many companies and organizations market their own product and services
within the multiplex as they are able to target their own set of target customers. Also, many of
these organizations give advertisements to be screened on the 4-screens. Out of the amount spent
by the organizations for advertising 2% of it comes in the use for cinemas as a part of
promotions, films, slides and signage.

Every multiplex has its own set of objectives when it follows the promotional strategies. The
most important strategies are:

1. Awareness: The multiplex takes full care that its objective of, ‘making the multiplex
familiar to one and all’ is accomplished. But now their main objective has been shifted to
boost up sales with the help of many promotional activities.

2. Brand Visibility: branding should be done in such a way that the people have good recall
value for it which helps to increase sales. The brand visibility is done by making the
people aware about the logo of multiplex, its location, accessibility and various such
factors.

3. Induce Sales: Selling the services is one of the key issues of a multiplex. Their services
include viewing of movies, cafeterias, entertainment arena and so on. The increase in sale
is possible only due to the promotional activities.

4. Induce first time trial: This can be done for those individuals or those groups of people
who are unaware about such concept of the multiplex and the benefits derived from it.

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PLAYERS OF INDIAN MULTIPLEX INDUSTRY

1) FUN CINEMAS

Fun Cinemas is a cinema chain in India based in Mumbai owned by the Essel Group and
promoted by E-City Ventures. The company operates with the brand name Fun Cinemas (the
premium brand) and Talkie Town(the value brand) for all theatrical presence and cinema activity
and Fun Gaming, for all game-based leisure options. As of 2007, Fun Cinemas has a total of 55
screens in 16 multiplexes across India. The locations are Chandigarh, Panipat, Mumbai,
Gulbarga, Ahmedabad, Jaipur, and Agra.

Currently, the company has around 140 cinema screens: 45 ‘premium’ screens under the Fun
Cinemas brand and 90 digital screens. The company plans to have 300 Fun Cinemas screens, 250
Talkie Town screens and 1,000 digital screens by the year 2011.Fun Cinemas caters to the
premium segment and promises facilities such as service-on-seats, online booking, and a loyalty
programme.

SERVICES OFFERD BY FUN CINEMAS AT CHANDIGARH

The Fun Cinemas offers you one of the hippest and most happening experiences of cinema in
Chandigarh . After a successful launch of Fun Republics at Ahmedabad and Mumbai,
Chandigarh is the third in chain of the nationwide integrated entertainment destinations being set
up by E-City. The Fun republic of Chandigarh covers an area of 90,000 sq. ft. with provisions to

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park up to 300 cars. The Fun Cinemas in Chandigarh is the multiplex associated with Fun
Republic . Besides the multiplex, there is a world-class food court, the Fun Food Court featuring
eminent brands like Sagar Ratna, Pizza Hut, Tikka Express, Café Coffee Day, and Ruby
Tuesday. It also houses the city's first Mc Donald's outlet, a favorite among the tourists. A
dedicated chunk of space at Fun Cinemas in Chandigarh caters to the shopping needs of the
guests. This Fun Mart features brands like Levi's, Dockers, Reebok, Adidas, Provogue, Lee
Cooper, Samsonite, Gini & amp, Jony, Lilliput, Rockport, Greg Norman, Hangten, Ethos,
Emminent, Numero Uno, Oleega, Nzyme, and Fen Fang among others. The adjoining Planet M
is a meeting point of music lovers in the city and also features a virtual reality futuristic video
games zone branded as Fun Gaming.

2) INOX

INOX LEISURE LTD

INOX Leisure Limited is the diversification venture of the INOX Group into entertainment and
is a subsidiary of Gujarat Flurochemicals Ltd. INOX Leisure’s mission is to be the leader in the
cinema exhibition industry, in every aspect right from the quality and choice of cinema to the
varied services offered and eventually the highest market share

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INOX has traversed its own path by bringing in a professional and service oriented approach to
the cinema exhibition sector. With strong financial backing, impeccable track record and strong
corporate ethos, INOX has established a strong presence in the cinema exhibition industry in the
short span of a little over six years since the opening of its first multiplex

INOX currently operates 30 multiplexes and 109 screens in 21 cities making it a truly pan-Indian
multiplex chain. Winner of the ‘ICICI Entertainment Retailer of the Year’ Award 2005, TAAL
Multiplexer 2006 and Emerging Superbrand of the year 2006 – 2007 Award, INOX Leisure Ltd.
will continue its expansion into places like Jodhpur, Ahmedabad, Bhopal, Mangalore,
Coimbatore, Kanpur, Hubli, Vishakhapatnam, Bhuvaneshwar, etc. Its merger with CCPL (89
Cinemas), has given INOX access to an additional 9 multiplexes in West Bengal and Assam.

INOX was also chosen post a nationwide tender to design, construct and operate the prestigious
multiplex in Goa that hosts the International Film Festival of India.

All INOX cinemas have state of the art facilities in terms of modern projection and acoustic
systems, interiors of international standards, stadium styled high back seating with cup holder
arm-rests, high levels of hygiene, varied theatre food, a selection of Hindi, English and regional
movies, computerized ticketing and most importantly high service standards upheld by a young
and vibrant team

LIVE THE MOVIE only at INOX!

3) PVR CINEMAS

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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.

As of 2009, PVR has a total of 106 screens in 26 multiplexes across India. PVR commands a
significant presence in New Delhi and NCR with 37 screens in 13 multiplexes. PVR also has a
strong presence in Lucknow, Indore, Hyderabad, and Bangalore. It is expanding to other parts of
the country, especially in Mumbai with openings of PVR Juhu, where there are many other
established multiplex. After the tremendous success of Cinema Europa in Delhi, PVR Cinemas
has introduced the concept of luxury viewing to Bangalore as well. PVR also currently operates
India's largest multiplex, PVR Bangalore, which has 11 screens multiplex which includes two
ultra premium cinemas known as the Gold Class and two luxurious auditoriums called Cinema
Europa

PVR recently launched its premium brand, PVR Premiere, targeted at urban consumers in
metros, with the opening of PVR Select Citywalk. The company operates two other brands, PVR
Talkies, the no-frills cinemas for consumers in tier II cities and the original PVR Cinemas
targeted at the urban & semi-urban consumers. PVR additionally plans to invest Rs 300-400
crore to open 250 screens by 2010.

4) BIG CINEMAS
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BIG Cinemas, a division of Reliance MediaWorks Limited, a member of the Reliance Anil
Dhirubhai Ambani Group(ADAG), is India’s largest cinema chain with about 516 screens spread
across India, US and Malaysia and Netherlands and caters to over 40 million consumers.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 Cinemas has also successfully created a pan US footprint and the circuit accounts for about
30-35% of Hindi features box office collections and over 70% of Tamil and Telegu box office
collections from the US. In Malaysia, the company now has a strong presence of 66 screens that
plays Hollywood features besides Chinese and Tamil films to cater to the 1.5 million Tamil
population. The company is also working towards establishing presence in Netherlands and has
associated with Pathe Theatres to begin screening Indian movies.

BIG Cinemas is committed to providing audiences across India over all economic strata, access
to BIG Cinemas' world-class cinemas. This is being achieved through a strategy of not only
setting up standalone properties and cinemas in malls, but also taking over current properties,
renovating and operating them, taking advantage of their considerable existing infrastructure and
brand value.

Over the years, BIG Cinemas has created iconic destinations such as BIG-Cinema Park in Agra,
a kilometer away from the Taj Mahal, which has pioneered the multi-sensory cinema experience
in India through a six-dimensional show. BIG Cinemas has also partnered with IMAX
Corporation to install IMAX’s new world class digital projection system in BIG Cinemas’

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flagship IMAX theatre in Mumbai. This new technology marks the first digital IMAX location in
India and enables BIG Cinemas to take advantage of the growing slate of Hollywood releases in
IMAX and IMAX 3D. BIG Cinemas is thereby the only cinema in India which screens films in
both 3D and 6D formats.

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