Presented to : prof.

Neha Gupta

ENTERTAINMENT
INDUSTRY
PVR -

BRINGING SMILES

ENTATION BY : Manan Bhatt 05

Kalyani Burkul 09

Seema Dhage 15

Priyank Mehta 27

Nisha Pujari 37

01

01

Nishant Ahugiya

Indian E&M Industry

Estimated to grow from INR 646 billion in 2010, at 13.02% for next 5
years to reach INR 1198.19 billion in 2015.
Indian Film industry is the largest film industry in the world in terms of
number of films produced and admission each year.
Indian film industry was accorded the status of an industry in 2000.
There were 107 bollywood releases in 2011.
Indian Film industry is expected to grow at 9.3% over next 5 years,
reaching to INR 136.5 billion in 2015 from the present INR 87.5 billion in
2010.
There were 215 Hindi releases in 2010 as compared to 235 in 2009 and
1059 regional releases (Tamil, Telugu etc.) in 2010 as compared to 1053 in
2009.
As of 2010, there are approximately 9000 single-screen theaters along with
200 to 250 multiplexes having around 950-1000 screens across India.

Film Industry in India

pvr

PVR
VISION :
The company's long-term vision is to remain
India's most premiums and most preferred
Retail Entertainment Company

HISTORY
March 1974, PEPL Started with single screen cinema hall.
1990, A set back to businesses of Cinema Halls.
Renovation of Priya Theatre (PEPL) at a cost of Rs. 4 Million.
April 1995, PEPL Joint Venture with Village Roadshow Ltd.
(VRL), forming PVRL (Priya Village Roadshow Ltd.)
Inscription of PVR Movies First Logo.
The first multiplex cinema in the country PVR Anupam in June
1997 at Saket, New Delhi.

PROGRESS
2003 04, Grand Opening of 7 Screen Multiplex.
Came up with the IPO in 2005
Largest Multiplex with 11 Screens in Bangalore 2006.
Launch of PVR Cinemas, Hyderabad 2006.
26 Cities, 108 Screens The Growing Chain Nation wide.
Joint Venture with K Sera Sera & Factory The first of its
kind.
PVR entered into a JV with Major Cineplex Group in 2008
based in Thailand for setting Blowing Alleys, Ice Skating rinks,
Karaoke Centers and gaming zones.

PRESENT
India consists of 37 Cinemas with 162 screens spread over 21
different cities
Delhi, Faridabad, Gurgaon, Ludhiana, Ghaziabad, Mumbai,
Kolkata, Bangalore, Hyderabad, Chennai, Lucknow, Indore,
Aurangabad, Baroda, Allahabad, , Ahmedabad, Udaipur,
Chandigarh, Surat, Latur and Raipur.
FY 2011 the PVR brand has been successful in entertaining
more than 19 million esteemed patrons
Today PVR Cinemas contributes 20-25% of domestic box
office collections of any leading Hollywood movie and 12-13%
of any leading Bollywood movie, highest across the Indian Film
Exhibition space.

Contd..
It has also successfully forayed into retail entertainment formats
such as bowling Centres with BluO- India's largest 24 lane bowling
centre which was set up in Gurgaon in 2008.
The movies co-produced by PVR Pictures include "Taare
Zameen Par", "Jaane Tu Ya Jaane Na", "Aisha" etc.
Movies distributed by PVR include "Ghajini", "Golmaal
Returns", "Sarkar Raj", "Lions of Punjab", "Tum Mile", "Aviator",
"Chicago", "Hannibal Rising", "Don", Twilight Series", " Action
Replay" to name a few.

FUTURE
Definite plans to grow multifold over the next 3-5 years
with plans to set up 300 screens and expand to 40 cities
from 20 cities at present.
The company also aims to set up more bowling centres,
ice skating rinks and expand its presence in key cities and
become a dominant player in the Retail entertainment space
at pan India level.

PVR Policies
PVR Pictures ,entered into Film Coproduction
JV with Major Cineplex PVR Blue O
Entertainment
Off season renting out

7 PS PRODUCT

PVR Cinemas, one of the leading cinema chains in the country with over
108 screens in 26 different cinemas spread across multiple locations.
State of the Art Technology that enhances the whole experience of
watching a movie-the great picture quality, sound system etc.
What you Get ?
The bright red colors in the interiors to glittering gold in
the foyer.
Comfortable seats with more leg-room.
Refreshments serving staffs in the theatre itself.
High Class audio-visual quality.

PRICE

One of the most important factors for Brand Loyalty.

PVR offers HIGH PRICE discrimination for various segments of its
customers.

In addition it has come up variety of schemes also.

Flagship Product
ATP between 100-200 Rs.
Excellent viewing value to middle market audience

Movie tickets cost 12-40% cheaper

now.
PVR Cinemas has dropped prices
for shows screened before 1 pm to
as low as Rs 50-100, depending on
properties. Its tickets were earlier
priced between Rs 80 and Rs 150.

CONTD..

PVR Premiere screens, which would be high end luxury screens with an
ATP beyond Rs200.
Middle upper market and premium
location in metros.

CONTD.

PVR Talkies which have an ATP below Rs 100.

Aimed at value conscious market in tier 2 towns.

CONTD.

Gold class have an ATP over Rs 500

Caters to upper end of the market

PLACE

Availability at the right place, at

the right time,
in the right
Entertained over 18 million moviegoers in 20072008
quantities
PVR additionally plans to invest Rs 300-400 crore
to open 250 screens by 2010

- Maiden Mall, Amritsar (5 screens)

- Ampa Mall, Chennai (7 screens)
- Odeon, Ghatkopar, Mumbai (4 screens)

26 CINEMAS WITH A TOTAL OF 108 SCREENS

Delhi

Latur

Gurgaon

ludhiana

Faridabad

Lucknow

Ghaziabad

Indore

Mumbai

Aurangabad

Bangalore

Baroda

Hyderabad

PROMOTION.

VISA PVR OFFER

PVR customers who use Visa Platinum, Visa

Signature or Visa Gold cards who buy cinema
tickets through
http:// www.pvrcinemas.com/will receive one
free ticket out of every two tickets purchased

Online Movie Booking Websites

PVR Cinemas
BookEazy
Kyazoonga
Ask4Ticket.com
ITicket.in
BookMyShow.com

ALTERNATIVE OPTIONS TO PURCHASE

TICKETS

MEMBERS ZONE

CONTD.

MULTIPLEXES DRESS UP
FOR PARTIES

Wheres the party tonight? ??

- At A MOVIE HALL !!!!!!!!!!!!!!!!
Multiplex chains are now positioning their luxury format
lounges as a place where MOVIE BUFFs can enjoy a
get-together and also watch a movie.
You could also get your favourite cake in case its your birthday.
Delhi-based PVR Cinemas offers their 36-seater Gold class
auditoriums for private parties. The ticket price per seat range
between Rs 300-500. We are offering private party packages
at our luxury auditoriums for movie-goers. Besides corporate,
the concept is a huge hit with celebrities, says Gautam Datta,
VP-marketing, PVR Cinemas

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.

CONTD

PEOPLE

PVR makes all employees train at different levels from time to

time
Teaches employees to be helpful, polite, courteous to all
customers and co workers
Report customer grievances to managers
Strict on rules on no smoking, drinking on job etc.
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
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.

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.

Exterior
The movie hoardings, movie schedules, computerized
service, glass entrance, PVR
banner, deign of PVR building, parking etc all contribute to the external environment
Interior
Seats, color coordination and combination (blue in case of PVR), hygienic wash rooms, candy
bars, corridors, stairs, sound and visual equipment, design of the hall, ambience etc are all
included here
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.

CONTD.

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.

THE IMPORTANT BENEFITS OFFERED BY PHYSICAL EVIDENCE

ARE-

Increased employee productivity

Creation of good impression among customers
Increased credibility of the service provider
Differentiation from competitors
Effective management of service quality and repositioning of services

SWOT ANALYSIS

STRENGHTS
Film Distribution
First Mover Advantage
Largest Multiplex Operator in India

WEAKNESSES
Increasing Competition
Lack of Customer Feedback for further Improvement of Services

OPPORTUNITIES
Growing Business
Film Distribution
Franchising

THREATS
Distributors
Govt. Regulations

SEGMENTATION
,TARGETING &
POSITIONING

SEGMENTATION
PVR Cinemas has approx. 22 million movie goers per
month
PVR segmented the market as
Demographic Segmentation As per Age ,Income & Education
Psychographic Segmentation - As PVR Movie Goers are people
with high resources and can be classified as Experiencers
who seek variety and entertainment and Spend a comparatively
high proportion of income on fashion, entertainment.
Consumer Behavioral Segmentation - Usage rate: 1/3 of the
population attends the movies one or more times per month

TARGETING
Targeted Metro and Non Metro People
In Metro ,targeting Premium customers by providing PVR Gold
and Urban customers by providing PVR Cinemas
In Non Metro, targeting tier II & tier III cities by providing PVR
Talkies
Age: between 18 and 49
Income: Having income 40K and above per month
Education: College degrees or higher - as more than 50% of
movie-going audience are adults and out of these adults, 37%
have college degrees or higher

POSITIONING
PVR had, and still has a very well planned market
position
Positioned as Premium Class
Premium positioning affects the customers perceptual
positioning
PVR comes across as a superior brand in terms of
cinema viewing as well as the experience

Service Marketing Triangle

Internal Marketing:
Training and motivating to employees at different levels from
time to time
Employees are given personalized badges symbolizes that
the employees pride themselves on being a part of the PVR
family
Employees are taught to deal with safety problems like
accidents, fire, bomb threat, armed robbery etc
Incentives and Bonus to Employees

External Marketing

Advertisement on T.V ,Newspaper

Sales Promotion
Monthly Magazines Movies First for Latest
Movie updates
Online newsletter called PVR Wire
Internet for online ticket booking
Public Relation - Any new developments are communicated to the
audience via press releases.
contests pertaining to latest festivals like Valentines Day, New Years Eve,
Oscar Movies Week etc

Interactive Marketing

Employees are very friendly, helpful to customers

They are also polite & courteous to customers
Employees are very cheerful reliable & informed
Audience can easily relate and communicate with
employees
In case of any customer complaints, the employees
are immediately directed to report the same to their
managers
Caring, individualized attention to the customer

PVR Firsts
First to launch a multiplex in India - PVR Anupam Saket, Delhi
First to launch India's biggest 11 screen multiplex - PVR, Bangalore
First to bring premier movie viewing to India with the exclusive
Europa Cinema and Lounge at PVR Gurgaon
First to introduce Gold Class Cinemas in India at PVR, Bangalore
First to form a foreign joint venture with Village Roadshow, Australia
First to receive institutional funding in the cinema industry - from
ICICI Venture
First to offer computerized & online ticketing
First to accept credit cards in cinemas
First to introduce mobile based information & ticketing service
First to launch a loyalty program for movie-goers in India
First to launch 'Movies First' - a monthly magazine that updates the
movie lovers on the latest happenings in Bollywood and Hollywood.
PVR has also ventured into the business of film distribution and set up PVR
Pictures, a fully-owned subsidiary of PVR Ltd. PVR Pictures specializes in
acquisition and local distribution of films

Gap Analysis
Technological Innovation
Once inside...Service must match the price charged
Outlets are few in number

ATM facilities are not available.

Too much of undue advertisement.

No Flexible Discount schemes

Regional movies are not entertained much

Recommendations
Foray more into technology, Like imax by adlabs,
Less price for first two rows, food and beverage should
be reasonably charged, more leg space between the
rows, and more variety of food.
There should be many outlets at convenient places along
with ATM facilities.
More of entertainment and less of advertisement.
Expanding reach: promotional campaigns once or twice
in a month.
Riding high on sport

Awards & Recognition

Highest Box Office Collections in India for 5
consecutive years
The Theatre World Newsmaker of the Year
Award for 2003
Retailer of the Year- 2005
Franchise Award - 2005

Future Plans

Collaborating with Networking Sites

Radio Frequency Identification RFID
Increasing No. of Screens
Involving more into producing movies
Giving throughout India a Digital Movie
Experience

PVR
ZOO
M

PVR ZOOM
It comes with more leg
room
It makes you go vroom,
Its a place for all the
fun n dhoom,
So jab aana ho ghoom,
It has to be PVR
ZOOM.