SYMBIOSIS INSTITUTE

OF BUSINESS
MANAGEMENT, PUNE

EXPERENTIAL LEARNING
ASSIGNMENT

Indian Film Industry

A Business Perspective

Dr. Sreeram Gopalkrishnan

Harnur Virk 42184

Shashank Patil 42275
Aniket Sabale 42261

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 Shiwanee Gupta 42282
Kashya Adhikari 42205

Q.1 Film Viewer Experience: Gratification, Information,

Entertainment, Effective Needs, Cognitive Needs etc.

1. A wide viewing experience

There's something to be said about viewing visual narrating on a three-story screen,

especially when the film truly exploits the configuration. You get maneuvered into the
sound and shading such that you don't feel when you're perched on your love seat at
home.It's simply that seeing something true to life exploded huge for the eyes to
devour is as yet an extraordinary, advantageous encounter

2. Company od people with similar interest

A gathering of individuals chuckling together at the same time triggers an inclination

that you should giggle, as well; during an emotional minute, you can feel many
outsiders suck in their breath together. Regardless of whether you're encompassed
by similar companions who are consistently on your love seat, by heading off to the
theater, you're invigorating a well-known social setting.

3. Undivided attention

In your very own home, there are such a large number of things. A portion of these
things are your flat mates or relatives who converse with you for all to hear, and a
portion of these things are telephones, PCs, pets, and the impulse to get up and
recheck the refrigerator at regular intervals. Indeed, even individuals who attempt
their hardest to give a film their full focus on a front room screen have succumbed to
allurements like "Well, I'm simply staying here, I should take care of the electric tab."
In the cinema, the sum total of what you have is your seat, any snacks you brought
or purchased, and the motion picture you're there to watch.

4. Hassel free experience

Some portion of the benefit of that sort of center is that films that are tense,
terrifying, or profoundly passionate can cast significantly more of a spell over you
when you don't have the choice to respite or get some distance from the most
exceedingly awful, at that point rewind later to get it securely outside of any relevant

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connection to the issue at hand. Watching Get Out at home, particularly alone, it may
entice to require some investment to time, to get away from the abusive feelings on
the screen. In the theater, you don't have that choice — it's going on with or without
you, which makes everything progressively exceptional and unyielding and
requesting.

5. Amazing Surround sound experience

An amazing speaker system adds up to the experience of film viewers Gratification,

Information, Entertainment, Effective Needs, Cognitive Needs etc

Q.2 Why people Watch Movies at the multiplex instead

of TV/OTP Internet platforms.

Out of all the people we surveyed, 54% people said, they prefer to watch movies at
home and only 13% people preferred watching movies in theatres/multiplexes. We
further interviewed these 13% people and asked them the reasons why they
preferred going to theatre instead of sitting at home and watching movies. They gave
us the following reasons:

1. Better Movie Print

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After the movie is out in theatres, it takes 4-6 weeks for DVD or Blu-Ray superior
copies to come out in market. So, people have to be dependent on bad pirated
records. Many pirated copies online have hard coded foreign language subtitles and
mainly are poorly recorded (most of the time they use a hand-camera) and the sound
quality is also bad. So, when you can get an entire movie watching experience in
theatre then why settle for a copy that is bad.

2. Watching It on the Big Screen

You get pulled to the noise and colour in a manner you don't feel as if you are sitting
on your sofa in your home. There is nothing inherently wrong with viewing Star
Wars in your tablet, notebook, or even TV. It is just that seeing something
cinematic blown up big is feast for the eyes in unique, rewarding manner.

3. Massive Speakers

Massive speakers in the movie theatres enhances the whole movie watching
experience. Horror movies in particular benefit from massive movie-theatre sound:
the jumps are jumpier, the screams more blood-curdling. This type of atmosphere
can’t be experienced at a home setting.

4. Focus stays on the Movie

In your own home, there are too many distractions. Some of these things are your
roommates or family members who talk to you out loud, and some of these things
are phones, computers, pets, and the temptation to get up and recheck the fridge
every 20 minutes. In the movie theatre, there is less distraction. That’s the time you
have set aside to watch a movie and you’re completely dedicated towards it. All you
have is your chair, any snacks you bought, and the movie you’re there to watch.

5. The Idea of Having Fun

The idea of going to watch a movie in the cinema feels, atleast, like going out to
have some fun. Grabbing a coke from the fridge and sitting down on a couch to
press a button on the remote to start a movie doesn’t feel just as good as getting out
of house and watching a movie.

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6. Watching it with friends/community

Watching a movie in a room full of enthusiastic, passionate fans adds to the

flavour of the movie. When you watch movies with other people, you also get
the opportunity to discuss the film with them. This can be a great way to spend
your time once the credits rolls, and you may learn something about the film
from someone else that you didn’t pick up on yourself. Watching movie with
friends and family helps in improving your bonding with them.

Q.3 What aspects of multiplex experience that they like

or don’t like?

Out of all the people we surveyed, 10% people preferred watching movies in
multiplexes. We further interviewed these 10% people and asked them about the
aspects of multiplex experience that they like.
Below are their responses:

1. Comfortable Seating Arrangement

Most of the respondents who prefer watching movies at multiplexes like comfortable
seating arrangement at multiplexes. Availability of recliner seats is one of the
reasons people prefer multiplexes over theatres.

2. Better Sound System

Respondents said they like the sound system at the multiplexes. Movie goers look
for better sound quality when they go movies especially action movies. Better sound
system enhances the movie watching experience.

3. Add on Services

Multiplexes offer add on services such as eatery services, delivery of food at the
seating arrangement. Multiplexes focus on customer delight by offering add on

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services and eatery services inside the multiplex. Most of the respondents said they
prefer availing these services at multiplexes.

4. Quality Screening

When asked about movie watching experience, respondents said that quality
screening at multiplexes enhances their movie experience.

5. Choices of Seating class

According to respondents, multiplexes offer various choices of class for seating

arrangement. Online booking helps them choose the seating class.

Out of total people we surveyed, 13% prefer watching movies at theatres or

multiples. Out of these 13 % people, 77% people prefer watching movies at
multiplexes. However, a few respondents who watch movies at multiplexes
expressed their displeasure about some aspects of the multiplexes.
Below are the aspects people don’t like about watching movies at multiplexes:

1. Premium Ticket Prices

Ticket prices at multiplexes are very high compared to single screen theatres as
they charge premium for the services they offer. Also, during festive seasons or
extended weekends due to holidays, multiplexes do charge more for tickets.

2. Expensive Food Item

Most respondents expressed dislikes for expensive food items at multiplexes. Food
items at multiplexes cost more than the movie tickets. Also, movies goers are not
allowed to take outside food to multiplexes. Maharashtra government issued an
order against this rule set by multiplexes. However, multiplex owners seem to be not
following the order.

Q.4 gender preference of Movies. Does Gender make a

difference in movie choice?

Women and men are different from each other. Their preferences in every aspect are
distinct from each other, either it be career, food, color, clothing etc. Likewise, the two

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separate gender have different choices in terms of movies where animation, comedy,
drama, helmet, and romance were considered “female” genres, while action,
adventure, erotic, fantasy, history, horror, science fiction, thriller, war, and Western
were considered “male” genres.
Well referring to article published by BBC on ‘Do men and women finds different film
funny?’, it was found that women love romantic comedies and men will laugh out loud
at a crude joke. Women Folk appreciate a subtle pun; men a brutal one-liner. ‘Chick
flicks’ are for girls. ‘Guy movies’ are for, well, guys. There is no shortage of stereotypes
out there about the films men and women are supposed to find funny.
Similarly, studies in the U.S found that female college students tend to enjoy romantic
film genres more (including rom coms), while their male counterparts opted for dark
comedies. The reasons come down, to a complex mix-up of cultural forces and heavily
gendered movie marketing where even, teen-agers could identify whether a title is
aimed at boys or girls. But there's also captivating evidence that men and women’s
brains may process differently – for example, women seem to the punchline in
cartoon more rewarding.
The exciting part is that according to the research of IMdb, the gender split of people
who use the internet is about 50/50. That’s not the case with people who rate films
on IMDb. The 14,500+ films we analyzed, 81% of ratings were from men and just
19% were from women. That’s a huge disparity.

When you break that down on a film-by-film basis, it means just 296 films had more
ratings from women than men. The remaining 14,043 all had a more active male
rating-base, and the numbers of men and women were exactly equal for 41 films.

Some of those films split 50/50 are Dirty Dancing, The Phantom of the Opera and
P.S. I Love You.

However, the trends are changing due to the entrance of Netflix, prime video. The
test done by Netflix shows of 300 test per years age and gender has no influence on

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what shows turned out to be popular. And both the gender is equally interested to
see same popular show.

Q.5 Pricing vs Timing vs New/Old Release of the movie

Indians love their films regardless of what the class, be it parody, activity or
sentiment. Over 60% individuals connected their film trips to social commitment with
family and friends. In another age advanced world, there is nothing unexpected that
3 out of 4 motion picture buffs get their updates about the most recent motion
pictures from online life. An equivalent level of individuals incline toward booking
tickets online just as getting it physically from the counter.
As much as Indians love motion pictures, they adore their munchies the same
amount of. 41% of cine goers spend on a normal between INR 200-500 for each visit
barring ticket costs. While popcorn and soda pops are the most favored eatables
enjoyed by the greater part (71% and 60% separately), chips and the modest
samosa are next (40% and 35% individually) to compete for attention.The urban
group of spectators is developing with over half film lovers putting together their
motion picture seeing choice with respect to the story and star cast of the film as
opposed to the exposure produced around it.
Another disclosure for brands hoping to focus on the hostage film group of
spectators is that around half of individuals give more consideration to film promoting
than TV or open air publicizing. Not simply this, they think that its more innovative
and engaging than conventional publicizing. 43% cinemagoers feel observing new
discharge trailers before the film sets the state of mind for a brilliant film-seeing
knowledge and keeps them refreshed with the most recent happenings.

1. Timing of Movie

At whatever point a film gets the opportunity to be discharged effectively in the film,
this discharge is its debut. Discharges in the subordinate markets pursue: video, pay
TV and free TV. Truth be told, because of a lower level of excludability, a premibre in
one of these optional markets would be self-destructive, similiar to beginning an
intertemporal value separation by setting the most minimal cost. Besides, a film
debut is additionally prone to pull in more open consideration than a TV debut, for
instance. Subsequently, in contrast to the third-run films, the principal run theaters
are not liable to be jeopardized by the elements of auxiliary markets.

2. New/Old release of Movie

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Individuals don't assume of motion pictures as workmanship the way such huge numbers of
boomers did. They consider them style, and like design, motion pictures must be new and
cool to warrant consideration. Living in a universe of the present time and place, fixated on
whatever is current, kids appear to be not any more keen on observing their folks' motion
pictures than they are in wearing their folks' garments. To be sure, curiosity might be the new
narcissism.