Entertainment Services

Introduction
Temptation for recreation is a natural phenomenon. It enhances concentration, meditation and efficiency-generation. The liberalisation of the economy and the sophistication in the development of communication technologies paves the avenue for the development of entertainment facilities. The opening of new air-conditioned picture palaces, open air theatres, disco and pubs, drama centers, new TV channels fascinate masses to entertain and enjoy. Entertainment services aims for developing entertainment and respect of culture. knowledge,

Entertainment Marketing
The application of marketing principles in the entertainment services. It is also a planned effort to reorganize the business.

The rationale behind entertainment marketing are:

* Satisfaction to users. * Generation of Profits. * Subserving the Social Interests. * Making possible cost effectiveness.

Product Mix of Entertainment Organisations

Movies-Cinema Halls. TV Channels. Disco & Pubs. Drama Companies. Theater Companies. Circus Companies.

Indian Film Industry

History
Cinema was introduced to India on July 7, 1896. It began with the Lumiere Brothers' Cinematography, unveiling six silent short films at the Watson Hotel in Bombay. The first feature film made in India was a narrative named Pundalik, by N.G. Chitre and R.G. Torney. The first full-length Indian feature film was Raja Harishchandra made in 1913. The first South Indian feature was Rangaswamy Nataraja Mudaliar's Keechaka Vadham, released in 1918.

Regional film industries of India.

Bhojpuri film industry. Bengali film industry. Hindi film industry. Kannada film industry. Kashmiri film industry. Malayalam film industry. Marathi Film Industry. Tamil film industry . Telugu film industry.

Globalization of Indian cinema

Contact between Indian and Western cinemas was established in the early days of film in India. In India at least 80 percent of films shown in the late 1920s were American. Today, Indian cinema is becoming increasingly westernized. The trend is most strongly apparent in Bollywood. Western audiences mostly of Indian origin are becoming more interested in India. E.g.: the mild success of Lagaan, Bride and Prejudice and Sivaji. Indian cinema is also influencing the English and American musical

MARKETING MIX

Product
The basic products offered by the film industry are movies which generally takes two forms. Commercial Movies. Non-Commercial films.

Price
Price- Based on location Tier 1 Cities : For Multiplexes the price varies from Rs.150-Rs.500. For other B & C category the price starts from Rs.10.

Tier 2 Cities : The cinema theaters are classified as A, B, C category and the price varies according to the ambience.
Price- Sale of CDs & DVDs

Place
Movies-Cinema Halls. Open-air Theatres. Other Venues and Events.

Promotion
Advertisement. Publicity. Sales Promotion. Word-of-mouth. Telemarketing. Internet.

People
Actors, Producers, Directors etc. Technicians. Distributors. Theatre Owners.

Process
Cinema Production. Editing. Acquiring Distribution Rights. Screening.

Physical Evidence

SWOT ANALYSIS

Strengths
The Indian film industry is the largest in the world in terms of ticket sales and number of films produced annually. Movie tickets in India are among the cheapest in the world India accounts for 73% of movie admissions in the AsiaPacific region, and earnings are currently estimated at US$8.9 billion. The industry is mainly supported by the vast cinema-going Indian public. Indian films are popular in various parts of the world, especially in countries with significant Indian communities.

Weakness
Lack of Technology and technical components.
Poor Marketing. Lack of Promotion of Regional Movies. Lack of innovation. Lack of acceptance in foreign venues.

Excessive Production irrespective of demand.

Opportunities
Large untapped market (domestic & foreign). Acquiring of more Foreign Distribution Rights. Multi-Language film production and promotion. Tax Subsidies and more Government support. Corporate participation. Conducting regional film festivals in both commercial and non-commercial areas.

Threats
Piracy. Perception of movie goers. Mega Serials and Reality Shows. Hollywood movies.

THANK YOU

Prepared by:

Benley Rajan Samuel Sreeju K Sasi Vishnu.K.Das