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TAPPING INTO THE WORLD OF MULTIPLEXES. 11/15/2011 Akanksha Srivastava, Annapurna,
David Phillipowsky,Ishita Ghosh, Shweta Iyer, Sweta Kumari
EXECUTIVE SUMMARY FILME ZUMBIDO is planning to open its new multiplex at P & M
mall in Patna. P&M Infrastructures presents a magnificent investment opportunity in
the capital of Bihar. Being the first of its kind in the state, is a fine retail
destination with ultra modern facilities. The multiplex is equipped with digital
projectors and will have a seating facility of 1000 seats. It aims to treat
Patnaites with an unparalleled experience of digital cinema viewing. Patna was
their preferred destination since movie-watching inclination in the city is quite
high. The five-year tax holiday offered to the project by the state government also
worked as a spur. The 1000-seat complex will screen 20 movies per day at its four
grand digital and 3-D equipped screens, right from 9am to 12am. The digital
projectors will provide the finest picture and sound clarity. With an uninterrupted
power supply system in place for the projector as well as the AC installations, it
will be uninterrupted viewing at the aesthetically-spread auditoriums with spacious
legroom. The show timings can be received through SMS. There will be an option of
booking tickets online 24X7 at www.cinepolis.in through credit cards, besides,
buying the same from counters. Special packages will be on offer for bulk bookings.
Patrons will also be able to enjoy freshly prepared, high quality food from the
concessions stands located in the spacious cinema lobby. The demographics includes
the 15-34 years age group which represents the most frequent moviegoers worldwide.
Besides this the family audience who prefer quality of theatres and excellent
services are also targeted. The ticket prices would be Rs. 80 for morning shows,
Rs.150 for noon shows, Rs.180 for evening on normal tickets and Rs.210 for
executive class. The ticket charges for the weekend would be Rs.20 more than the
above charges which are for weekdays. Viewers will have to pay Rs.30 extra to view
3-D movies.Having a target audience that prefers quality over value we expect the
audience wont perceive the price as too high. The capital required to start the
project is Rs.223412000 that will cover all the initial development expenses. The
promotional strategy includes advertisements in newspapers, TV, radio, through SMS,
magazines, and social networking sites, through websites and sponsorship. The
multiplex has been designed to provide wholesome faily entertainment. There has
been a growing demand from Patnaites for such a multiplex. The best thing about it
is that the patrons can enjoy the movie, do shopping and have quality branded foods
in the mall. Quality and ambience of the audience will be the chief concern.

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TABLE OF CONTENTS 0.0 ABSTRACT 0.1 WHAT IS MULTIPLEX? 1.0 INTRODUCTION 2.0 INDUSTRY
OVERVIEW 2.1 GROWTH DRIVERS 2.1.1 FAVOURABLE DEMOGRAPHIC CHANGES 2.1.2 RISING
DISPOSABLE INCOME 2.1.3 ORGANISED RETAIL BOOM 2.1.4 ENTERTAINMENT TAX BENEFITS
2.1.5 INHANCED VIEWING EXPERIENCE 3.0 KEY PLAYERS 3.1 E CITY ENTERTAINMENT 3.2
SRINAGAR CINEMAS 3.3 INOX LEISURE LTD. 3.4 PVR 3.5 WAVE CINEMAS 4.0 MULTIPLEX vs
TRADITIONAL SCREENS 4.1 INHANCED VIEWING EXPERIENCE 4.2 BETTER OCCUPANCY AND
REALIZATION 4.3 BETTER EXPLOITATION OF MOVIES 4.4 GREATER NUMBER OF SHOWS 4.5
DYNAMIC TICKET PRINTING 4.6 IMPROVED COST MANAGEMENT 4.7 CORPORATIZATION OF
EXHIBITION BUSINESS 4.8 NEWER AREAS OF INCOME 4.9 COMMANDS HIGHER AD RATES 4.10
CHARACTERISED BY NEGATIVE WORKING CAPITAL 4.11 VERY HIGH MARGINS IN FOOD AND
BEVERAGES 5.0 STANDARDS OF MULTIPLEX DESIGN 5.1 ACCESSIBILITY 5.2 CIRCULATION 5.3
SPACES 5.4 FURNITURE 6.0 KEY INDUSTRY REGULATIONS AND POLICIES 7.0 MARKETING MIX: 7
PS 7.1 SERVICE PRODUCT/SERVICE PACKAGE 7.2 PRICE 7.3 PLACE/DISTRIBUTION 7.4
PROMOTION 7.5 PEOPLE 7.6 PHYSICAL EVIDENCE 7.7 PROCESS 8.0 SWAT ALALYSIS 9.0
PROJECTED COST BENEFIT AND ANALYSIS
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10.0 REFERENCES TABLE OF DIAGRAMS Diag. 1.0: Diag. 2.0: SCREENS PER MILLION
POPULATION IN VARIOUS COUNTRIES Diag. 3.0: POPULATION AND MEDIAN AGE OF MOVIE
VIEWERS Diag. 4.0: ENTERTAINMENT TAX EXCEPTIONS Diag. 5.0: Ad RATES FOR 1 MIN.
FILLER PER WEEK IN VARIOUS CITY CATEGORIES AND MULTIPLEXES Diag. 6.0: MEASURES TO
KNOW THE CUSTOMER Diag. 7.0: PHYSICAL ENVIRONMENT

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0.0 ABSTRACT We are doing project work on multiplex 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. The multiplex segment is growing leaps and
bounds due to the high demand for quality family entertainment as watching movies
is one of the foremost entertainment options in India. With the corporatization of
film production better movies targeted at a specific audience are increasing in
number, thereby attracting greater number of movie buffs. 0.1 WHAT IS MULTIPLEX? A
multiplex is a movie theater complex with multiple screens, typically three or
more. They are usually housed in a specially designed building. It is a medium that
offers a person composite entertainment comprising of a one stop destination to
shop, entertain, and dine and watch a variety 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 model is based on
the concept of umbrella entertainment where one can enjoy a movie in pleasant
environment with friends while having a delicious food while kids can play in the
kids zone. 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

While multipex is a medium that offers its consumers full entertainment including
the pleasure of shopping, dining, enjoying and watching a wide range of movies
under a common platform, multiplexing is a type of technology with the help of
which the same movie can be shown simultaneously in all the screens of the
Multiplex with minor difference of 3 seconds between their screenings.

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1.0 INTRODUCTION Cinema houses are a thing of the past. They have been converted to
multiplexes all over the world from being single screen theatres. Multiplexes are
now a preferred option as they have something for the whole family. Kids and
parents can now watch different movies of their choice, staying within the same
premises. It's more feasible and practical. Organized retail business in India is
expected to boom due to rising consumption,availability of quality real estate, and
significant investment in malls by large Indian corporate houses. Multiplexes are
preferred anchor tenants in majority of the malls as they increase footfalls by
around 30 40% and help in providing the one stop destination for family
entertainment & shopping, which the malls are striving for. The major plus-point of
a multiplex is the variety available. You can put up two to three movies at the
same time. Cineplex business owners are covered. If one film isn't going house
full, it will be subsidized by two that are. The classic single screen cinema with
over 700 seats has to fill the house to be successful and for that they need
blockbusters. And for cinema goers, it is variety that they look for. It's the same
reason why we prefer shopping in malls as opposed to going to single shops. Variety
under one roof in always good, even when it comes to cinema. 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. Multiplexes receive footfalls between 3,500 and 4,500 on
an average everyday. 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. The concept of multiple choices
under one roof, furthered by interior dcor of international standard and state-
of-art sound and technology witnessed new revenues at box office. Financing,
exhibition and distribution were directly affected. It also led to more organized
and transparent box-office reporting. It is pertinent to note that even though the
number of multiplexes is on the rise, the average number of screens is abysmally
low when compared to other mature markets in the West.

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2.0 INDUSTRY OVERVIEW The Indian film industry is the largest film industry in the
world in terms of the number of films produced and admissions each year. Nearly 80%
of Indian Industry revenues come from Domestic and Overseas Theatrical. On the
contrary US Film Industry earns only 35% from box office sales and remaining 65% is
derived from other revenue sources. This clearly signifies the onset and potential
of Multiplexes in the Indian Film Exhibition Sector. Current market size is
estimated at Rs.61,000 crore. It is expected to reach Rs.1,05,200 crore by 2013 at
a CAGR of 19%. Close to 1000 films are made every year. The government is focusing
on regulations to give further impetus to the industry. Study values US$ 2.11
billion and projects growth at 9.1% till 2013. (IMaCS Analysis, FICCI-PWC frames
2006 report)

Diag 1.0

Multiplexes constitute Ironically, the revenue from these films is almost

negligible compared to other global markets. The investment level in 2007 was in
order of Rs.10,000 crores and a 19% p.a. growth during the period 2007-2012) Only
0.6 % of about 12,000 cinema halls in India, but account for 28% to 34 % of the box
office take for the Top 50 films in 2004. (Source Yes Bank) An increase in the
number of Multiplex screens should result in an increase in film exhibition
revenues, so the opening of new Multiplexes represents a significant growth
opportunity for the industry. Screens per million of population in India is just 12
whereas the average in western countries is 40. India needs 20,000 screens to cater
the entire cinema viewing population.

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Diag 2.0
2.1 GROWTH DRIVERS The major factors involved in the increase in the number of
multiplexes include: the increasing investment in film production, favourable
demographic changes, increase of disposable income in the hands of the middle
class, organized retail boom, entertainment tax benefits for multiplex cinemas,
increase in number of high grade hindi films, reducing shelf space in movies
making multiplex the ideal format for distributers, encouraging regulatory
environment, enhanced viewing experience, people are willing to pay for
quality. 2.1.1 FAVOURABLE DEMOGRAPHIC CHANGES Demographics (source CIA fact sheet
July 2005 Est) The current population is 1 billion+ (1,080,264,388). It is growing
between 1.4% to 1.8% annually Age structure: 0-14 years,which is about 31.2% of
the population and 15-64 years which is 63.9% of population and 65 years and over:
4.9% Median age: 24.66 years A younger population tends to have higher
aspirations, and will spend more as it enters the earning phase. The 15-34 years
age group represents the most frequent moviegoers worldwide. Hence, an increase in
this group would propel growth in the film exhibition segment. Spurred by improving
quality of theatres and excellent services, the multiplex segment will witness a
spur in demand.

Diag 3.0

2.1.2 RISING DISPOSIBLE INCOME Multiplexes generally cater to High and Middle
income Groups, with an increase in the number of households within this earning
group, will result to higher consumption n and spending patterns.
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Similarly migration of households from lower income to middle income levels will
further drive the consumption patterns. Urban consumers have increased their
expenditure on leisure & entertainment. Simultaneously spends on eating out, movies
and theater, and books and music will increase. The rise of the Indian middle class
with greater earning power and a higher disposable income due to strong economic
growth and increased globalization will drive the growth of the multiplex segment.
The higher the income earned, the greater percentage of that income will be spent
on discretionary items such as movies & entertainment. The boom in IT & BPO
industry has also added to the increased availability of disposable income with
young people, whose aspiration levels have jumped, thus leading to greater appetite
for lifestyle products and entertainment. 2.1.3 ORGANISES RETAIL BOOM Having the
largest retail density, India is witnessing a boom in the retail sector. The retail
boom is contributing to the growth of multiplexes in the various cities of India.
Though Organised retail comprises of 3% of the total retail pie of USD 200 Billion,
it is growing at 25 to 30% CAGR The number of malls in India is expected to
increase from approximately 50 as of the end of 2004 to around 250 by the end of
2006. (Source: BW Marketing Whitebook, 2005, attributed to KSA Technopak.) . There
will be approximately 600 malls by 2010 (Source Edelweiss Securities study).
Multiplexes are one of the anchor tenants in large format malls, as their presence
increases footfalls by approximately 40-50%. (Source: CII) The major concerns
involved include: The slowdown in content supply, alternate entertainment avenues,
mall development delays, uncertainity over entertainment tax etc. 2.1.4
ENTERTAINMENT TAX BENEFITS Entertainment tax rates in India are one of the highest
in the world. Currently it varies from 15% to 60% of gross box office collections
(differing from state to state) in comparison to the average rate of 10% in the
developed countries. Several states like Maharahtra, Rajasthan, Kolkatta have
announced entertainment tax exemptions for multiplexes in the initial years to
drive growth. The exemption provided differs from state to state and hinge on
fulfilling various conditions. These again vary from state to state. Industry
sources feel that in few states like Karnataka, the conditions are such that it
makes operating sense to pay an entertainment tax of 40% instead of exercising the
exemption benefits. In order to encourage investment many state governments have
announced policies offering entertainment tax benefits. This has encouraged the
growth of Multiplex Cinemas and also encouraged singlescreen theaters to convert
into Multiplexes. Quantum of entertainment tax benefit would be dependant on
compliance with certain conditions specified by the relevant state.

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Diag 4.0

2.1.5 ENHANCED VIEWING EXPERIANCE The number of multiplexes in India has grown
exponentially and become the preferred choice for movie goers, despite ticket
prices being higher than those charged by single screens. Multiplexes provide
better service and an enhanced viewing experience as compared to singlescreen movie
halls in terms of their sound systems, seats, ambience, and food and beverages
offered by them.

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3.0 KEY PLAYERS

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3.2

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3.5

4.0

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4.1

4.2

4.3

4.4

4.5

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4.6

4.7

4.8

4.9

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4.10

Diag 5.0

4.11

4.12

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5.0 5.1

5.2

5.3

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5.4

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6.0

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7.0 MARKETING MIX 7 Ps
7.1SERVICE PRODUCT/ SERVICE PACKAGE A product (in the marketing context) may be
tangible, intangible or both. In case of services, on the contrary, the tangible
component is nil or minimal. In services, there is no or very little tangible
element because of which they are considered as benefits, which are offered to the
target market. First, a service is a bundle of features and secondly, there
benefits and features have relevance for a specific target market. Therefore while
developing a service product, it is important that the package of benefits in the
service offer must have a customers perspective. 5 product levels are as follows:
Core Benefit is the MOVIES that the customer comes to a cinema hall for, along with
the attendant experience of FILME ZUMBIDO. The expected product in FILME ZUMBIDOs
case would be ambience, hygiene, good service, parking, candy bar etc. FILME
ZUMBIDO has augmented its product offerings: Luxury cinema FILME ZUMBIDO has
brought to its customers the experience of luxury cinema. After the tremendous
success of Cinema Europa in Delhi, FILME ZUMBIDO Cinemas has introduced the concept
of luxury viewing to Bangalore as well. Gold Class Cinemas have been introduced for
the first time in India, are two ultra luxurious exclusive auditoriums, each
equipped with 32 plush and fully reclining seats and generous legroom. Patrons can
also enjoy star like treatment at the exclusive Gold Class lounge which provides an
excellent pre cinema experience with scrumptious food and beverages. Bulk Bookings
There are special arrangements for bulk bookings (of twenty or more tickets) done
by corporates. Details can be filled online and FILME ZUMBIDO executives themselves
get in touch with the concerned people. E-booking and tele-booking FILME ZUMBIDO
also provides the factility of e-booking, which was first started by FILME ZUMBIDO,
it has now been copied by Satyam cineplexes as well. It also offers telebooking
Parties at FILME ZUMBIDO FILME ZUMBIDO has also started helping customers in
planning birthday/kitty parties at FILME ZUMBIDO. They have made FILME ZUMBIDO a
wholesome entertainment experience than just a movie watching spree. Movie vouchers
They have also taken out the unique concept of movie vouchers which people can use
as gifts. Many corporates have also started using these as incentives and rewards
for their employees. The vouchers are available in denominations of Rs 100 to Rs
350 and a minimum of 25 coupons needs to be purchased to avail of the offer THE
SERVICE PACKAGE The package concept of services product suggests that what you
offer to the market is a bundle of different services, tangible and intangible, but
there is a main or substantive or core service and around it are built the
auxiliary/peripheral/facilitator. It is important to note that facilitating

22 | P a g e
3 services are mandatory and if these are left out, the entire service would
collapse. Yet another type called supporting services, dont facilitate the
consumption of core services but are used to increase the value and thus
differentiate from the competition. Focused on developing a procedure for
quantifying customers service quality can be measured in following dimensions:
Reliability Ability to perform promised service dependably and accurately. FILME
ZUMBIDO is a very well established brand name, and the audience is given excellent
experience of the basic product i.e. the movie as well as the other elements
involved. Hence, it is very much capable of good delivery of the service it
provides. There is no flaw in the quality of the service and is always delivered on
time. Assurance Knowledge and courtesy of employees and their ability to convey
truth and confidence. Since FILME ZUMBIDO is a high contact organization, the
employees are well trained in all areas regarding customer interaction and
courtesy. FILME ZUMBIDO movies being a service, heavily relies on its employees, as
they are the only mode of direct communication made with the customers. They are
well trained and are definitely able to convey the confidence that the brand name
represents. Tangibility Appearance of physical facilities, equipment, personnel
etc FILME ZUMBIDO movies have a lot of tangible elements present like the employees
(staff), the movie halls, the candy bars, rest rooms etc, all of which are highly
maintained and well kept. Empathy Caring, individualized attention to the
customer. Even though in a service like this customization is not possible, the
employees of FILME ZUMBIDO Cinemas are always very helpful and provide the
customers with good assistance whenever needed. From the employees made to sit at
the ticket counter to the employee that guides customers to their respective seats
in the cinema hall, all employees deliver a very helpful attitude towards the
target audience. Responsiveness Willingness to help customer with prompt service.
The employees of FILME ZUMBIDO are fast and prompt at delivering their service and
are taught to cause as less inconvenience as possible to the customers. If a
customer places an order via telebooking / online reservation etc, the delivery of
the tickets is made well before the show timing at the customers doorstep. The
employees are well trained. 7.2 PRICE To many customers, high price means high
quality. Services pricing follows the price and practices of pricing of goods and
therefore are either cost based or market based. Within these, categories of price
may be profit oriented, government controlled, competition or customer oriented.
But the characteristics of services do influence the pricing and therefore
different methods of pricing are followed in their case. FILME ZUMBIDO when started
off had a huge advantage of being the only one of its kind in Delhi to begin with.
Therefore, they could charge a higher amount to its target audience, as they did
not hesitate to pay the sum for the new concept. This high pricing helped them make
maximum gains. Also, FILME ZUMBIDO had, and still has a very well planned market
position. Its premium positioning affects the customers perceptual positioning.
Therefore, they decided on their marketing strategy and pricing, keeping the target
market in mind. Hence, we may say that the pricing as well pays a strategic role in
their marketing plans. In case of FILME ZUMBIDO, they make use of all their
tangible elements to prove to their
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customers that their movie tickets are worth the price they are paying. Also, since
some of the other movie theatres (which are not multiplexes) are still offering
movies at rates as low as Rs 35, it is the task of its marketer to ensure that
FILME ZUMBIDO comes across as a superior brand in terms of cinema viewing as well
as the experience. The movie theatres market is a Free Market, even though the
government in the past regulated it. This allows FILME ZUMBIDO as the market leader
to set its own prices. Prices that had originally started from Rs 125 (for evening
shows) and Rs 90 (for morning shows and weekday plans) have increased to a high of
Rs 150 and the lowest is Rs 100. The high pricing however has not led to any change
in the footfalls that FILME ZUMBIDO gets. Even in slighter crowded shows, the
occupancy rates as low as 35% reaches FILME ZUMBIDOs breakeven points. FILME
ZUMBIDO Priya has a slightly different pricing system, which varies from Rs 45 to
Rs 150 for different slabs of consumers. This has been done to mainly attract the
youth and to keep the concept of movie going still affordable at one of its chains.
The pricing at FILME ZUMBIDO Europa is Rs 160 and a Gold Class ticket is charged at
Rs. 750. It offers superior ambience, environment, seating, viewing etc in the sum.
7.3 PLACE / DISTRIBUTION Services are generally created and delivered to the buyer
at the same time, therefore creation of time and place utilities is a vital
function in services marketing. Irrespective of middlemen or direct sales channel,
the factor of 50 location keeping in view the potential markets is the most
significant in channel selection and distribution. The issue of location here plays
a very important role, as all FILME ZUMBIDO Cinema Halls are stationed at good
locations in the city, which gathers a large number of footfalls for them every
day. FILME ZUMBIDOs usually open at an eventful yet untapped location, followed by
which (as we saw in case of Anupam FILME ZUMBIDO Saket) other retail chains get
opened around it as well. Their places are always well situated and are well
linked. FILME ZUMBIDO does not have any other channel of distribution, as their
service is sold solely at their chains. They do not follow any franchisee outlets,
even though they indulge in ticket sales online and via telebooking. The only
intermediary involved for procuring movies are Indian as well as international
movie distributors, by way of whom they acquire the movies. Distribution of Movies
The Company has also recently forayed into the Distribution of Hollywood film
titles in the country through its 100% subsidiary, FILME ZUMBIDO Pictures. By
virtue of its strong brand equity and partnerships with major independent Hollywood
studios like Miramax, Newline Cinemas etc. that are not represented in India
through their own offices, FILME ZUMBIDO has managed to procure and distribute
titles in the country. With the advent of the multiplex revolution across the
country, the company sees a great opportunity to fill up these upcoming multiplex
screens with Hollywood titles. The company has successfully distributed major
Hollywood titles like Rush Hour 2 , Wedding Planner , Chicago , Choclat, etc.

24 | P a g e
7.4 PROMOTION Promotion is a very vital part of the marketing mix especially in the
case of services. The customer needs to trust or have belief in the service, as he
has to pay for it pre-experience. Therefore, it is very important to sell the
service in the best possible way. Usually the objective of promoting a service may
be to create a brand image, establish a personal relationship with the client and
to create an impression of competence, honesty and sincerity to win the buyers
confidence in sellers abilities to deliver the service efficiently. To promote
these, the marketer generally employs indirect selling techniques, as it is usually
not possible to use the conventional promotion tools like advertising. Promotion
activities like community relations, event management, media blitz, corporate
identity programs have relevance. 3rd parties like government, unions and interest
groups are important, as they are capable of influencing market access. FILME
ZUMBIDO as a brand indulges into print advertisements on every Friday giving out
the latest movie schedules. Any new developments are communicated to the audience
via press releases. Hence there is a strong element of PR involved. Apart from
that, they usually have contests pertaining to latest festivals like Valentines
Day, New Years Eve, Oscar Movies Week etc. FILME ZUMBIDO also has a host of online
promotional contests associated with movies The latest one relates to the film King
Kong. 7.5 PEOPLE EMPLOYEES, CUSTOMERS and OTHER CUSTOMERS Service must be fully
developed and internally accepted before its launched. Attracting, developing,
motivating, retaining employees

Diag 6.0

FILME ZUMBIDO indulges in the following for their EMPLOYEES: 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 are given for: o 1+1
oneself and employees guest o 2 for immediate family i.e. parents, spouse etc. This
has been done to encourage movie going among employees as well as customers.
Gives 10 national holidays to employees
25 | P a g e
 Makes all employees train at different levels from time to time Teaches
employees to be helpful, polite, courteous to all patrons and co workers
enthusiasm and cheerful Report customer grievances to managers Strict on rules
on no smoking, drinking on job etc. They are given personalized badges
symbolizes that the employees pride themselves on being a part of the FILME ZUMBIDO
family Very great importance is given to person hygiene and appearance clean
uniform and shoes. Not allowed to make a gesture to ask for any sort of a tip /
gift from customers. Job performance evaluation at the completion of first 90
days of employment. They are evaluated once a year on their anniversary of date of
joining by individual superiors and records regarding employees progress are
evaluated. Given bright blue uniforms represents FILME ZUMBIDO. This is done to
ensure uniformity of appearance and to project a well kept image. All employees
are taught to deal with safety problems like accidents, fire, bomb threat, armed
robbery etc. Certified first aid course given to all employees All trainees are
made to train at all departments like ticket sales, computer ticketing,
telebooking, sales enquiries, customer service skills, cash handling sales, credit
card sales etc. Special well kept rooms for the employees Lastly, it is made
sure that all employees represent FILME ZUMBIDO in the best way possible and sell
it as a strong and well-established brand. All 55 employees are given full details
on what they are representing and informed all about FILME ZUMBIDO to make them a
part of the family. On the occasion of Children's Day 2005, FILME ZUMBIDO created
a rememberance for children from FILME ZUMBIDO's Housekeeping Attendants,
Projectionists, electricians, with the movie IQBAL.The children from the NGO
"Kutumb Foundation" also were an intrinsic part of the event, invited specially by
FILME ZUMBIDO, to celebrate children's day. 7.6 PHYSICAL EVIDENCE Though customers
cannot see a service, but they can definitely see various tangible clues of the
service offer like facilities, communication, objectives, employees, other
customers, price etc. On basis of these, he forms his opinion as they help us to
tangibalise the service. . Therefore, it is essential to manage physical evidence.
Atmosphere helps to shape opinions. The building, layout, colours of interiors,
tickets, labels, logo of the organisation etc help to formulate a good unified
corporate image / identity.

26 | P a g e
Diag 7.0

Ambient factors relate to background condition, deign factors, on the contrary are
visual stimuli and social factors relate to interactive environment. The service
factor has an impact on not only the customers, but the employees as well. The
interior and exterior of the premises is such so as to project a hygienic and well-
maintained image at all times. The administration offices, booking offices, candy
bars, conference rooms, auditorium, foyers, corridors, wash rooms, staircases,
walls, projector room, basement area all coordinated and hygienically maintained.
Both the external and internal ambience is very important and is maintained
excellently, as it is important to appeal to existing and even to the potential
customers. At FILME ZUMBIDO, it is equally important to keep employees happy.
Therefore, even the employees workplaces in the premises are coordinated with the
whole halls ambience and are lively. Exterior the movie hoardings, movie
schedules, computerized service, glass entrance, FILME ZUMBIDO banner, deign of
FILME ZUMBIDO building, parking etc all contribute to the external environment
Interior Seats, color coordination and combination (blue in case of FILME
ZUMBIDO), hygienic wash rooms, candy bars, corridors, stairs, sound and visual
equipment, design of the hall, ambience etc are all included here.

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Attention to detail and stress on high quality cinema viewing experience is evident
from the unique seating arrangement that ensures unobstructed viewing from anywhere
in the auditorium. Plush, ergonomically designed seats have been installed to
provide flexibility and ultimate comfort to guests. Convenient cup holders have
also been installed on every armrest. Edge to edge screens and digital sound will
contribute in creating the ultimate movie going experience. The multiplex has an
avant-garde lobby with studio effect interiors. Station concession counters which
offer customers a wide selection of the traditional movie going fare of sweet and
salted popcorn, hotdogs and soft drinks, as well as candy, nachos, fruit juices and
Mineral water. Peripheral possessed as a part of service purchased e.g. Ticket,
popcorn Core Those that cannot be possessed. e.g. The experience of the movie 7.7
PROCESS It was the first cinema company to introduce computerized ticketing through
use of international box office software in its cinemas; first cinema to accept
credit cards in India against tickets; and the first to offer cinema tickets on
Internet with online payment gateway for payment. The company had a turnover of Rs
41 Crores in 2001-02, which is expected to rise to about Rs 60 Crores in 2002-03,
and with the growth envisaged, the turnover in the next 3 years is expected to be
over Rs 250 Crores. FILME ZUMBIDO was the first to install surround sound and Dolby
in Delhi. Gurgaon 7 screen megaplex is equipped with the latest THX approved sound
system for the real life sound effects and the state of the art Xenon based
projection technology.

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8.0 SWOT ANALYSIS STRENGHTS _ First mover advantage 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 going experience _ Blend of retail & entertainment WEAKNESSES _
High cost perceptions _ T.A very specific (not mass service) _ Customer retention _
Parking problems OPPORTUNITIES _ First mover advantage _ Growing family spendings
on entertainment _ Large film industry over 200 hindi films every year _ FILME
ZUMBIDO loyalists

THREATS _ Competition blooming large _ Governments interference _ Entertainment

Tax _ Other Multiplexs as competition _ Other ways of entertaingment _ Piracy No
control over surroundings eg. West Delhi _ Movies becoming bigger than the brand

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9.0

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REVENUE ANALYSIS

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10.0 REFERENCES 1. THE PYRAMIDS 2. MULTIPLEX INDUSTRY IN INDIA BY DESSENCE
CONSULTING 3. DELUXE MULTIPLEX CINEMA THESIS 4. A PROJECT REPORT ON PVR CINEMA

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