TABLE OF CONTENT

Sr. No Contents Page No

1 PREFACE 2
2 ACKNOWLEDGEMENT 3
3 EXECUTIVE SUMMARY 4
4 OVERVIEW OF THE INDIAN CINEMA 5
INDUSTRY
5 OVERVIEW OF MIRAJ GROUP 7
6 OVERVIEW OF MIRAJ CINEMAS 9
7 RESEARCH METHODOLOGY 10
8 OBJECTIVE OF STUDY 11
9 ANALYSIS AND INTERPRITATION 12
PROJECT-1 14
PROJECT -2
18
PROJECT -3
25
PROJECT -4
26
PROJECT -5
PROJECT -6 28
PROJECT -7 29

10 RECOMMENDATION & CONCLUSION 30

11 REFERENCE 31

1
 PREFACE

As a M.B.A. student, I had to undergo 1 month Summer Training program as a part of my

curriculum in any of the Renowned Company to which i got a chance in:

MIRAJ ENTERTAINMENT,

7th floor, Euraka Towers,

Mind Space, Off Link road,

Malad West,

Mumbai - 4000064

I was here to take industrial training experience which introduced me new aspect and
practical knowledge and different aspects of the firm.

All the members of the firm Co-operated with me throughout my project by guiding me with
their valuable advices. The different dimensions of all the departments of management which
includes:

Marketing
Information Technology
Accounts
Finance

I have collected all required information related to project to my level best. It was a great
experience to prepare the Summer Training project at MIRAJ ENTERTAINMENT. Because
till now I just got theoretical knowledge about different-different departments, but here I had
practical base knowledge.

2
 ACKNOWLEDGEMENT

I am highly obliged about the experience and the support given by all of the members of
MIRAJ ENTERTAINMENT, Malad West, Mumbai. I would like to thank to our institute
AURO UNIVERSITY, Surat' for giving me the opportunity to undergo Summer Internship. I
am highly thankful to our institute professors for giving us such a guidelines regarding the
summer Internship.

I would like to thank MIRAJ ENTERTAINMENT, for giving me an opportunity to take an

industrial experience about cinema / multiplex industry and about their processing
management which includes Production department, Finance Department, Marketing and
Sales Department. I am thankful to Mr. Dhaval for his support in the field of IT, Mrs Payal &
Mr. Nimesh for their support in the field of Marketing, Mr Viren for his support in the field of
Accounts, Mr. Dilip for his support for assistance in property which has for provided me a
valuable experience to develop my future career as well as my skills and knowledge.

I would like to thank all the members of MIRAJ ENTERTAINMENT, who directly or
indirectly contributed in one or other ways in making this training more valuable with their
information & suggestions.

I extend my gratitude towards my mentor MR. AJAY YADAV towards and all the seen and
the unseen hands and heads for their efforts which helped in direct and indirect completion of
the project.

3
 EXECUTIVE SUMMARY
Multiplex industry which is a part of the entertainment industry has seen changes form the
last 40 years from single screen cinemas to having 20 and up screens in a complex making it
a multiplex cinema.

In India watching movies in cinemas has just become an excuse. Say it someones birthday,
wedding anniversary, completion of exams, promotion, receiving an award etc. watching
movie in a multiplex is a must according to the current trend.

People dont just come for watching the movie in multiplex but also to enjoy other amenities
that gives them a total movie experience like 3d screens, 3d sound systems, comfortable
seats, snacks, which differentiates them from the normal cinemas.

Miraj cinemas who are climbing theirs stairs of success form their initiation form the miraj
group in 2008 have seen constant expansion with their presence in almost 20 cinemas in over
14 cities and upcoming in more 18 locations is a marvelous expansion looking at the boom in
the Indian cinema industry. With top class amenities and experience that one expects while
watching a movie in a multiplex.

My Experience of 1 month at Miraj Entertainment in Malad West, Mumbai was an excellent

corporate involvement in the fields of Marketing, Finance, IT, Accounts which gave me a
holistic view about the working of a cinema. Some of the data were provided to me while
some I had to involve myself to acquire. My report covers majority of management aspects.

During my tenure of 1 month I had developed a reputation about the company in myself
looking at their working style and well managed activities along with joy to upkeep the
motivation of the employees.

4
 OVERVIEW OF THE INDIAN CINEMA INDUSTRY

Multiplexes have changed the way people watch movies today. Its redefined the whole
movie going experience for moviegoers. It is safe to say that the single screen theatre is a
dwindling number today and thanks to the popularity of the multiplex culture, single screens
may soon disappear altogether.

Multiplex as the name suggests consists of a theatre with multiple screens playing many
movies simultaneously or at various time slots.

Can you imagine standing in a long queue fighting for tickets for a movie playing on 1
screen? The 3-6-9 show timings is pass today (in most cities), thanks to the multiplexes.

As per ICRA estimates, India currently has around 8,200 film screens of which 2,200 are
multiplex screens and the rest consists of single screen theatres. The growth has been of
13.5% from 2009 to 2016. Increasing number of malls with multiplexes has also contributed
to the shift from single screen theatres to multiplexes.

Now with the advent of online booking of any show, at the given time, on any day, in any
cinema has made access to multiplex very easy. There has been a rapid shift from traditional
box-office businesses to online models. As customer engagement increases, the increase in
reviews and ratings, feedback, and changes in the quality and delivery of content, the need to
use analytics will certainly increase.

These are the five players, in order of their screen count as on September 2016, are PVR (557
screens), Inox (429 screens), Carnival Cinemas (324 screens), Cinepolis (269 screens) &
Miraj Cinemas (66 Screens). They together contribute to more than 75% of total screen count
of the Indian multiplex industry.

ICRA expects the number of multiplex screens to cross 3000 by 2019. Since most of the
upcoming malls are being constructed in tier II and tier III cities, a majority of new screen
additions would also happen in these places.

5
 Indian Cinema Screens
8200

Single screens Multiplex screens

6000 2200

Strengths

One of the booming sectors in India.

Second largest in terms of Films produced and tickets sold.
Growing number of people to watch movie from middle class.
Change in lifestyle and spending patterns giving rise to luxury movie experience.
Constant Technological innovations in terms of movie experience, ticketing, ratings
reviews helps viewers to get more information sitting at their home.
of the 13,000 crore Indian film industry revenues comes from the box office.

Weakness

Very competitive market

Constant price fluctuation depending on the movie ratings
Needs constant development to stay in the market which comes at a heavy price.
Still the Indian cinema industry has more single screen cinemas then multiplex.
Some tire 3 cities still lack basic cinema amenities for the viewers.
Getting permission to open a multiplex remains one of the biggest challenge to
expansion of multiplex companies
Increase in Piracy affecting 30% of the Multiplex revenues.

OVERVIEW OF MIRAJ GROUP

6
Aapka Vishwas Hi Hamari Pehchan which translates to Your Trust is Our Identity is the
slogan of the MIRAJ GROUP. True to its message the firm has spread its wings to be a multi
conglomerate company on the bases of trust gained from the public which helps them
establish their identity in new fields.

It all started in 1987 under the leadership of the FOUNDER & CHAIRMAN MR. MADAN
PALIWAL the groups first tobacco unit was opened and now is the leading manufacturer of
the Lime Mixed Tobacco in India. Looking at changing times Miraj group started to tap new
opportunities and ventures to stay ahead in time. But today MIRAJ has established itself as a
big business empire with a consolidation of various sectors.

In 2001 they started their business in printing and stationery in the name of Miraj
Multicolour Pvt. Ltd and now have one of the reputed Office Stationery Products
manufacturing, supplying from Udaipur and export all over world. The credit for their
success also goes to their wide range of products that includes Spiral Books, Double Ruled
Paper, Practical Notebooks, Pocket Memo, and so on that caters the various stationery
requirements of schools and offices.

Looking at the growing demand for FMCG products the Miraj group in 2003 under the
FMCG segment started Miraj Products Pvt Ltd by manufacturing tea in the name of Miraj
Red Tea later in 2004 they introduced a laundery soap in the name of Miraj Sudh oil Soap
and in 2014 started manufacturing namkeen and snacks and Miraj Incense sticks.

Entering into the plumbing segment in 2005 Miraj started with Miraj Pipes & Fittings Pvt
Ltd that manufacturers and suppliers of Rigid PVC Pipes, HDPE Pipes & Fittings, HDPE
Sprinklers being used in agriculture sector for irrigation and water portability. Their
production capacity is 1200 MT every month and is the only unit in the state of Rajasthan
manufacturing PVC and CPVC pipes.

Expanding its boundaries in 2010 the Miraj group started with Miraj Developers Ltd that
looks after the Real Estate business of the group. Its famous sites include the Miraj mall in
Ajmer, Miraj Malhar & Miraj Airavat in Udaipur. They strive to explore the possibility to
build and offer quality living & commercial spaces.

Looking at the lucrative entertainment sector in the year 2008 Miraj Entertainment Ltd was
established with the launch of its first movie production 'Queens! Destiny of Dance'. The

7
main object was to make a presence in the cinema industry. The division also has a post-
production studio in Nathdwara, Rajasthan with latest instruments for quality results.

The year 2008 also saw the opening of another sector in the Miraj Group in the name of
Miraj Engineering Ltd which is involved in process automation initiatives for tobacco
drying, storage, collection etc. it is also into fabrication of various machines such as vibrator
for tobacco grading, conveyor system & miscellaneous maintenance tasks of fabrication.

In 2012 with making of the Miraj Mall, started a new business opportunity for the group by
opening a multi-screen cinema in the Mall with the name of Miraj Cinema(Subdivision of
Miraj Entertainment Ltd). From thereon Miraj Cinema has continuously expanded by
opening their multiplex across 17 cities and planning on for more with a motive of providing
the best quality in cinema and entertainment towards better heights nationwide.

By building the Gajanan Hotel in Nathdwara, the Miraj Group has put its stand in the
Hospitality sector as well. The hotel providing its guest with epitome of service, excellent
gourmet cuisine, welcoming ambience and above all well maintained standards that one can
expect from a star rated hotel.

The organisation has also contributed in CSR activities by making Gaushala in nathdwara for
the protection of cows, also opened school for the students in the name of Shree Deepchand
Paliwal School in Nathdwara. Mr Paliwal has contributed to a great extent to develop the city
of Nathdwara. Long story short the business of Miraj group are bifurcated graphically.
M IR A J G R O U P

Miraj Products Pvt Ltd

Miraj Multi-colour Pvt Ltd

Miraj Pipes & Fittings Pvt

Ltd

Miraj Developers Ltd

Miraj Engineering Ltd

Miraj Cinemas
Miraj Entertainment Ltd
(Division Of Miraj Entertainment Ltd)

Miraj Hospitality

OVERVIEW OF MIRAJ CINEMAS

8
This is the most favored sector of the Miraj group Chairman Mr Madan Paliwal. Within a
short span of 8 years of the initiation of Miraj Cinemas it has opened its Multiplex in cities
like Mumbai, Ajmer, Adipur, Neemuch, Vijayawada, Balaghat, Bhilai, Gulbarga, Udgir,
Ahmedabad, Bhilwara, Jodhpur, Ghaziabad, Sikar & Kanpur. The company has 66 screens
across 24 of its multiplexes.

All the Multiplex have high sound quality systems, comfortable seating arrangements with
recliners, food and recreational services. It brought an excellent movie watching experience
to the public at a lower cost. Wanting to compete with the other multiplex giants like PVR,
Cinepolis, Inox etc. Miraj Group is one of the late entrants in the cinema exhibition space, but
it has already become number five player in terms of number of screens, behind market
leader PVR Cinemas, Inox Leisure, Carnival Cinemas and Cinepolis.

As per the recent news report on Economic times Miraj Group has already made plans to
open new multiplex in the cities like Abohar, Gandhidham, Gudaspur, Hoshiarpur,
Hyderabad, Jalandhar, Jetpur, Kanpur, Kolkata, Moga, Mudra, New Delhi, Nizamabad,
Pathankot, Saharanpur, Surat and Vadodara. By the end of FY 2018 it Miraj Cinemas plans to
have 120 screens and 150 by the end of FY 2019 with the investment of 100 crores.
(Economic Times, Jan18,2017)

The best part of the new Multiplex opening in the new locations is that most of them are in
tier 2 cities giving them an opportunity to capture more of market. As well as establishing in
tier 1 cities.

Here is an example of a typical seating arrangement in a Miraj Multiplex with comfortable

seats and ambient lighting to live the movie experience with Dolby digital sound system.

RESEARCH METHODOLOGY

9
RESEARCH DESIGN:

Research design is the plan for collecting the information related to the study. Research
design explains the methods that are used for collecting the information. The research design
will focus attention on the different methods that are used for collection of the data. Also it
will help to solve the problem. Different forms of collecting the data will be tasted in the
research design.

Choice of the research design:-

A research design specifies the methods and procedure for conducting a particular study.
Broadly the research can be grouped in to four categories.

Exploratory Research

Explanatory Research

Descriptive Research

Correlation Research

In my internship I was given various projects and each of the above research categories were
used to complete the projects.

DATA COLLECTION METHODS:

(1) Primary Data:-

Primary data are those, which are collected for the first time and they are original in
character. A set of questions regarding study was drawn up.

(2) Secondary Data:-

The secondary data are collected through the Books, Magazines, literature review, past
records maintained by the company and also from the information available on the internet.

OBJECTIVES OF THE STUDY

10
1) To know the role of Cinemas and Multiplex in an Entertainment
Industry as a whole.
2) How feasible it is to set up a Cinema Industry

ANALYSIS AND INTERPRITATION

11
 The following are the findings of the study:

PROJECT 1 WEBSITE SURVEY

Cinepoli Carniva MIRA
Constraints PVR Inox
s l J

SCHEME
Buy 1 get offer (Movie) YES YES YES NO NO
S
Cafe Combo YES YES YES YES YES

E
BOOKIN Website YES YES YES YES YES
G
Mobile App YES YES YES YES YES
Third Party YES YES YES YES YES

NO (GIFT CARD
OTHERS Membership Card NO YES NO NO
ONLY)
Local Specific
NO NO NO NO NO
(Eatables)
Regional Movies YES YES YES YES YES
Special Screenings
NO NO NO NO NO
(IPL, T20)

Constraints (ON 10) PVR Inox Cinepolis Carnival MIRAJ

Look and feel 7 8 7 4.5 3.5

Movie offers 7 8 6 - -
F and B 6.5 7 6.5 - 8
Convenience for booking 8 6.5 7 6.5 7
Mode of payments 8 8 8 6.5 8
Customer Care No 9 9 9 9 9
Cross Promotions 8 8 5 - -
TOTAL (ON 70) 53.5 54.5 48.5 26.5 35.5

12
INTERPRETATION

Clearly we could see from the above table that INOX leads the other chains whereas
PVR is slightly lower than INOX.

When it comes to customer care number constraint each and every cinema has put on
a good detail of their customer care support on their website.

Talking about Miraj Cinemas, it is dominating in Food & Beverages offers but other
than that it really need to work on its website constraints.

Carnival being of the largest single brand to hold maximum screens has not worked
much on their website.

13
 PROJECT 2 DETAILS OF ONSCREEN ADVERTISMENT

NOTE-The following adds are done by an add agency -Silver Canvas whose per month fee is
INR-90,000 + Tax

Theatre XQB010
Name of Advertisement . Bijolai Palace
Code 8
XQB0109 Duration (Secs) 15
Ad type (Ad film/ Slide) Video
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

Theatre XQB010
Name of Advertisement Gold gym
Code 8
XQB0109 Duration (Secs) 15
Ad type (Ad film/ Slide) Video
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

Theatre XQB010
Name of Advertisement Guru Chair
Code 8
XQB0109 Duration (Secs) 10
Ad type (Ad film/ Slide) Slide
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

Theatre XQB010
Name of Advertisement Neeta Enterprises
Code 8
XQB0109 Duration (Secs) 10
Ad type (Ad film/ Slide) Video
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

Theatre XQB010
Name of Advertisement Bhavisya
Code 8
XQB0109 Duration (Secs) 10
Ad type (Ad film/ Slide) Video
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

14
Theatre XQB010
Name of Advertisement Namaste (4 AD)
Code 8
XQB0109 Duration (Secs) 30
Ad type (Ad film/ Slide) Video
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

Theatre XQB010
Name of Advertisement Sparsh
Code 8
XQB0109 Duration (Secs) 10
Ad type (Ad film/ Slide) Slide
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

Theatre XQB010
Name of Advertisement Chirag
Code 8
XQB0109 Duration (Secs) 10
Ad type (Ad film/ Slide) Slide
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

Theatre XQB010
Name of Advertisement Silver Canvas
Code 8
XQB0109 Duration (Secs) 40
Ad type (Ad film/ Slide) Video
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

Theatre XQB010
Name of Advertisement Arihant
Code 8
XQB0109 Duration (Secs) 62
Ad type (Ad film/ Slide) Slide
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

15
Theatre XQB010
Name of Advertisement Aishwarya College
Code 8
XQB0109 Duration (Secs) 29
Ad type (Ad film/ Slide) Video
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

Theatre XQB010
Name of Advertisement Sunprime Infra
Code 8
XQB0109 Duration (Secs) 30
Ad type (Ad film/ Slide) Video
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

Theatre XQB010
Name of Advertisement Neelkanth
Code 8
XQB0109 Duration (Secs) 30
Ad type (Ad film/ Slide) Video
Period of activity ( date: From - To)
Number of weeks
Net order value ( Amount - Rs)

INTERPRETATION

16
 Every screen in all the theatres has been assigned a code. For theatres it is known as
theatre code was as for screens in theatre they say it as screen code.

An advertising agency (Silver Canvas) is assigned for a monthly fee of Rs.90000/- +

tax who gives regular adds for on screen.

Local ads are preferred more than any other national or international since local
brands prefer cinema screes as the best medium of advertising.

17
 PROJECT 3 COMPITITOR SURVEY

SR. SCREEN
LOCATIONS CITY STATE COMPETITORS KMS
NO S

RAJHASTH
1 AJMER AJMER AN INOX 5 3

CARNIVAL 3 2

MAYA MANDIR 3 2

NEEMUC MADHYA
OPIUM MALL
2 H PRADESH CARNIVAL 5.5 2

SHANTI VIJAYWA ANDHRA

3 PRASHANTI DA PRADESH PVR 5 4

CINEPOLIS 5 6

CAPITAL
CINEMAS 6 6

INOX 0.5 3

KALPATARU BALAGH MADHYA

4 MALL AT PRADESH JAI HIND 0.5 1

MAYUR
TALKIES 1 1

CHATTISGA
5 GEET BHILAI RH PVR 7 4

AHMEDA
6 CITY PULSE BAD GUJARAT CITY GOLD 5 5

PVR SHIV 5 3

SHRADHA GULBUR KARNATAK SHETTY

7 MALL BA A MULTIPLEX 2 4

18
 MUKTAHA A2K 5.2 3

SANGAM
THEATRE 1.5 2

BIOSCOPE RAJHASTH
8 AJMER AJMER AN INOX 5 3

CARNIVAL 3 2

MAYA MANDIR 3 2

BIOSCOPE RAJHASTH SAMRAT

9 SIKAR SIKAR AN CINEMA 2 1

BIOSCOPE BHILWAR RAJHASTH

10 BHILWARA A AN INOX 5 3

BIOSCOPE RAJHASTH
11 JODHPUR JODHPUR AN CARNIVAL 7 3

INOX 5 3

USHA CHITRA MAHARASH

12 MANDIR UDGIR TRA KALPANA 2.5 1

RK 2 3

UMA 0.5 1

PATHANK
13 PATHANKOT OT PUNJAB PVR 3 4

CARNIVAL 1 1

CARNIVAL 5 2

GURUDEV- UTTAR
14 PAMMI KANPUR PRADESH CARNIVAL 2.5 3

CARNIVAL 5 3

INOX 7 4

15 DELHI DELHI DELHI PVR PACIFIC 0.7 6

19
 PVR VIKASPURI 4 3

WAVE CINEMAS 3 4

CINEPOLIS 5 3

SHALINI/SHIV TELANG HYDERABA

16 ANI ANA D INOX 7 5

GANDHID
17 MADHUBAN AM GUJARAT OM CINEMAS 8 2

MIRAJ
CINEMAS GHAZIAB
18 GHAZIABAD AD UP PVR CINEMAS 0.03 3

WAVE CINEMAS 2 4

SILVER CITY
CINEMAS 1 3

FUN CINEMAS 2.5 3

NEWSPAPERS DAYS DAYS DAYS DAYS DAYS DAYS DAYS

20
 N/A

DANIK
NAVJYOTI MON TUE WED THU FRI SAT SUN

DANIK
NAVJYOTI MON TUE WED THU FRI SAT SUN

DASHPUR MON TUE WED THU FRI SAT SUN

DECCAN
CHRONICLE FRI SAT SUN
ANDHRA
JYOTI FRI SAT SUN
EENADU FRI SAT SUN

DECCAN
CHRONICLE FRI SAT SUN
ANDHRA
JYOTI FRI SAT SUN
EENADU FRI SAT SUN

DECCAN
CHRONICLE FRI SAT SUN
ANDHRA
JYOTI MON TUE WED THU FRI SAT SUN
EENADU FRI SAT SUN

DECCAN
CHRONICLE FRI SAT SUN
ANDHRA
JYOTI FRI SAT SUN
EENADU FRI SAT SUN

JABALPUR
EXPRESS FRI

JABALPUR
EXPRESS FRI

DANIK
BHASKAR FRI SAT
NAVBHARAT FRI SAT

TOI
(AHMEDABAD
MIRROR) FRI SUN
SANDESH FRI SUN

21
 TOI
(AHMEDABAD
MIRROR) FRI

SANJAYVANI MON TUE WED THUR FRI SAT SUN

TRAJVANI MON THUR FRI

VIJAY-
KARNATAK MON THUR FRI
DECCAN
HEARLD MON THUR FRI

SANJAYVANI MON TUE WED THUR FRI SAT SUN

NO NEWS
PAPER HENCE
FORTH

DANIK
NAVJYOTI MON TUE WED THU FRI SAT SUN

DANIK
NAVJYOTI MON TUE WED THU FRI SAT SUN

JOG AASPASS MON TUE WED THU FRI SAT SUN

DANIK SAT OR SAT OR

BHASKAR FRI SUN SUN

DANIK
BHASKAR FRI
RAJHASTHAN
PATRIKA FRI

DANIK
BHASKAR TUE FRI

FRI
(ONY
BIG
MOVIES
LOKMAT )
FRI
(ONY
BIG
MOVIES
PUNYNAGRI )

22
 FRI
(ONY
BIG
MOVIES
LOKMAT )
FRI
(ONY
BIG
MOVIES
PUNYNAGRI )
FRI
(ONY
BIG
MOVIES
SAKAL )

N/A

DANIK
BHASKAR FRI
FRI

PUNJAB KESRI FRI

PUNJAB KESRI FRI

DANIK
JAGRAN WED FRI

DANIK
JAGRAN WED FRI

DANIK
JAGRAN TUE FRI

TOI FRI
HINDUSTAN
TIME FRI

TOI FRI
HINDUSTAN
TIME FRI

TOI FRI

TOI FRI

DECCAN
CHRONICLE WED SAT
TOI WED SAT

23
 THUR
(ADVANCE
KUTCH MITR MON TUE WED ) FRI SAT SUN
THUR
DIVYA (ADVANCE
BHASKAR MON TUE WED ) FRI SAT SUN
SANDESH MON TUE WED THUR FRI SAT SUN

INTERPRITATION

Every cinema manager keeps the record of its competitors of not only the prices they
sell the tickets but also the updates of their newspaper advertisement as well.
Each cinema manager was called and asked about the number of competitors it has
(Within 5-7 kms) and the updates of their newspaper ads.
Every cinema gives newspaper ads regarding the show time on different days of the
week.
Fri, Sat and Sun are the days where in each and every cinema gives newspaper ads.
Every cinema also has a movie day where in the prices of the ticket are very nominal
or there is an additional benefit attached.

24
 PROJECT 4 AN ASSOCIATION OF MIRAJ & PAYTM

A presentation was prepared for the association of Miraj and Paytm where in head of
operations along with the marketing manager of Miraj cinema was supposed to
present a deal with Paytm.

A deal of specific sum of money was given to Paytm in return of specific deliverables
by Miraj to Paytm which were the following:

1) To get Miraj in their Paytm app so that consumer can book their tickets on
Paytm and Paytm gets the convenience fee in return
2) Box office branding
3) KIOSK setup
4) Auditorium door branding
5) Wall branding
6) Back lit box

25
 PROJECT 5 AN ADVERTISING BUDGET

APRIL MONTH COST MARKETING COST SHEET

PART 1 FIXED COST CONSTRAINTS QTY RATE TOTAL

SMS AGENCY 20000

PR AGENCY 10000
DIGITAL AGENCY 50000

PART 2 FLYERS LOCATION

CITY PULSE 200000 80000

BHILWARA 250000 90000

PART 3 NEWSPAPER AGENCY

ADITYA 23582
A J PUBLICITY 519487
NAVJIVAN 53920

MOVIE
PART 4 VOUCHER AGENCY

PRINT MANTRA 1444

NET
TOTAL 848433

MAY MONTH COST MARKETING COST SHEET

TOTAL
AGENCY`
EXPENCE
AJ PUBLICITY 365479.2
ADITYA ASSOCIATES -BHILAI 413744.8
DASHPUR EXPRESS -
6624
NEEMUCH
TOTAL 785848

26
 JUNE MONTH COST MARKETING COST SHEET

FIXED TOTA
PART 1 COST CONSTRAINTS QTY RATE L

SMS AGENCY 20000

PR AGENCY 10000
DIGITAL AGENCY 50000

PART 2 FLYERS LOCATION

DELHI 350000 297500

DELHI
(PROMOTION) 61315

NEWSPAPE
PART 3 R AGENCY

ADITYA 12072
A J PUBLICITY 516418
NAVJIVAN 32400

MAGAZINE
PART 4 S AGENCY

IMAGE
MULTIMEDIA 30000

NET 102970
TOTAL 5

INTERPRETATION
After every month or a two an advertising budget is calculated.
As mentioned early there are various ad agencies that look after a
specific kind of promotional or marketing activity for e.g. there is a
different agency for newspaper and different for magazines and
likewise.

27
 The prices are predetermined with the agencies and around 8-10
lakhs is spent in advertising through newspapers, magazines and
flyers.

INTERPRETATION

After every year data are collected from cinema managers regarding all the financial
transactions.
Every cinema managers maintain its own data and later send to head office by the end
of the month.
And later on all the data from every property is combined and collected in a single
file.
For the year 2015-16 the data were collected and compiled by me with the help of
another intern.
After completing the compilation we were supposed to analyse the datas and bring out
the updates.
We calculated the difference between actual and budget (forecast) and hence we
calculated variance. Later we came up with various reasons for the variance that is
because of the unexpected flops and hits by movies.
Not only Miraj but all the cinemas has their main earning through Food & Beverages
rather than ticket selling because the margin in F&B is around 60-70%.
Panvel was the property with maximum returns or profit amongst every other property
because that property was tax free which saved a good amount of money.
Udgir is the property which is running in losses since last 2-3 years because of various
unexpected expenses like employee inter transfer, revenue sharing and rent expense
etc.

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 PROJECT 7 PROPERTY VISIT (AS A CUSTOMER)

The last project was to visit all the nearby properties both as a customer and also as an
employee/intern representing Miraj Cinema.
The task was to go there as a customer and observe the operations and functions of
each and every activity starting from parking to the exit and later update and review
the same.
On 1st July Finding Dory was released and an elementary school booked the whole
screen for its students. The venue was in Panvel where in all the 350 seats in all the
screens were reserved for them and I was supposed to go and help the manager in any
way I could and see to it that things go smooth since there were lot of kids there and
the property had less staffs and men so it was quite a difficult to manage them.
On 6th July a big block buster Sultan was released and we were supposed to report
in the Kandivali Cinema Property were in the cinema had 684 seats and which was a
single screen. The shows were houseful for 3 consecutive days and being one of the
largest screen it was a very difficult. We were supposed to assist the cinema managers
and look after the operations so that things go smooth since the property had 4 floors
with one single Food & Beverage counter so this was another difficult task.

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 RECOMMENDATION AND CONCLUSION

The main objective of the project was to know the role of Cinemas and Multiplex in an
Entertainment Industry as a whole and how feasible it is to set up a Cinema Industry

There are various challenges in running such an industry like uncertainty over entertainment
tax, slowdown in economy, alternate entertainment avenues, development delays and privacy.

One of the biggest challenge this industry face is to get various licenses to start a new
property or multiplex. It takes months at times years to get all licenses for the multiplex.

Miraj being one of the successful conglomerate has not only expanded its business lines but
also it has done a commendable job in expanding its multiplex chains across India. It has not
only entered in metro cities but it also had targeted rural cities like Udgir in Maharashtra,
Bhilwara in Rajasthan etc.

And with the current performance it is doing and the rate it is increasing its chains it can
surely become one of the largest chains in multiplex industry.

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 REFERENCES

http://mirajgroup.in/Index/AboutUs
http://www.slideshare.net/rupeshsuradkar/multiplex-industry-overview
http://www.mirajcinemas.com/locators
http://economictimes.indiatimes.com/industry/media/entertainment/rajasthan-based-
miraj-group-to-invest-rs-100-crore-more-in-multiplexes/articleshow/56633449.cms
http://www.icra.in/Files/ticker/SH-Multiplex%20Industry-A-1-September
%202016.pdf

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