Professional Documents
Culture Documents
Submitted to:
Dr. Vandana Khanna
Subject:
Services Marketing
CONCERNS:
High set-up costs, withdrawal of tax breaks by state governments, intense competition
from unorganized players, film piracy, inferior content (of films) and a slowdown in
urban spending are among the major concerns that would hamper the prospects of this
industry..
Cinemas Fair Value Current screens Revenues/screens
(Rs.) (Rs. in mn.)
PVR Ltd 363 68 20.2
Adlabs Films 422 39 12.4
Shringar Cinemas 44 30 18.8
Inox Leisure 123 41 27.5
Multiplex advantage:
Entertainment Tax (ET) is one of the largest costs of a theater, except in cases where the
entertainment tax rebate is available.
No. of Multiplexes 9
No. of Screens 34
PRODUCT:
The theatre is no more only a product. It is divided into
Product + service = Experience
Food & Beverage revenue is the revenue generated through sale of food items such as
popcorns, cold drinks and confectionary items. This part of revenue some times directly
proportionate to the avg. number of patrons and form 20-22% of total ticket revenue
generally.
Advertising revenue is relatively small source of income; it comes around 3-5% of total
revenue that includes on-screen and off screen advertisements. Apart from efforts to
increase revenues from this source multiplexes are now resorting to hitherto untouched
territories like in-theatre promotions alternative sources like live cricket matches
(which is now a craze for youngsters), F1 races and corporate screenings.
Areas like elevators, ticket counters, ticket jackets, seats, floors, walls, popcorn
containers and washrooms that were never used by traditional cinemas for advertising
are being exploited now.
PLACE:
All Cinemas are located at premium locations and symbolize excellence in design,
ambience and service. Every Cinema is equipped with state-of-the-art equipment, so as to
provide a moviegoer with a superior cinema viewing experience.
Imax Adlabs is in the inner areas of the wadala and not on the main highway, and hence
the patrons had to travel a lot after coming to main road. So theatre started with the bus
service before ½ an hour of show timing, making it easy for patrons to travel till the
multiplex. The introductory rates of the multiplex were kept lower that was the advantage
to pull the crowd to the theatre. The whole place is developed with complexes and whole
residential area has been created. Just through one multiplex the whole area is now
developed with housing complexes.
Fun Innovations:
Every campaign challenges the brand to break the clutter. We believe that too. An
innovation by the brand is always more than welcome – excites us all the more.
Laser shows Look under the seat contest
Jingles during the intervals Projection TV
PEOPLE:
Every new employee in the organization is given indepth training and are asked to get in
sync with organization policies and values. The technology is taught to help them gain
efficiency.
Workplace free of Harassment
The Company is committed to providing a work environment free of discrimination
and harassment ie. a congenial environment motivating the employees to give their
optimum output. The Company’s anti-harassment policy applies to all persons
involved in the operation of the Company and prohibits unlawful harassment of other
employees including supervisors, outside vendors, clients.
Healthy and productive work environment
The influence of drugs and alcohol on the job is absolutely prohibited.
PROCESS:
Existing Theatres are connected Digital Theatres involving installation of the following
equipments at the Theatres:
Digital Projectors
Servers
Connectivity equipments:
High Definition (HD) Recorder and Telecine
System Integeration.
Software Solution Provider
One can advance book Tickets for any day any show any theater at any place. We have
evolved multiple mechanisms like Virtual card, Smart Card, Per-paid card, Scratch card,
Package schemes etc as part of innovative and ease of use of collections. These include:-
Counter Walk-in
Over the phone / Cell Phone / SMS
PHYSICAL EVIDENCE:
Product at Adlabs would be ADD-ONS
All the theaters has certain basic features like quality seating, good house keeping, Proper
parking, Good fire control & safety features etc.
Seating
Seating in the Theaters is unique from other traditional theatres. The audience who are
coming to the Adlabs Theatres are excited and enthralled with the new atmosphere inside
the theater.
Any theater has not more than 500 seats.
Larger leg space
Food Table for each bay
Wider Arm rest
Cozy neck rest
Fullest Pushback
Cozy cushion
Housekeeping
Proper Housekeeping is planned to ensure hygiene and cleanliness with trained
Housekeeper.
Toilets are always kept clean.
First-Aid equipments are made available in the premises to ensure medical
emergencies
Most of the respondents were aware of Imax as a multiplex, and are satisfied with the
overall experience at the theatre.
The awareness about the Imax was majorly due to the Ads in the newspaper about
the dome theatre ad which is one of its kind.
Very high word of mouth is also a reason why the theatre was a hit.
There are more number of people coming with friends during the show timing of
3-6 and with family during show timing of 9-12
Tickets are booked just before the show but online ticketing and phone booking is
also very highly rated.
Tickets are not bought in advance by coming to the theatre as its too much in the
interiors.
Not all the visits by a single individual is planned. But the availability of the
tickets is not the major issue with the theatre.
International Chocolate counter at Imax is visited least by patrons. Mostly loved
counter is food & beverages.
For kids most liked is gaming zone, for which parents do have to come well in
advance before the show to let the kids play to the fullest.
11. How would you rate the overall experience at the theatre? (1-5)
___________
12. What will like to add to your Imax theatre?
___________________________________________
13. Have you received any promotional goodies at Imax?
_____________________________________
14. What is the unique thing that gets you back at the theatre?
_________________________________________
Imax Adlabs
Ambience
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