LIVE PROJECT

A Report

On

With reference to
GOLD Cinema, Salasar Mall,
City Center

By

Abhijeet Manke, Aseem Shukla,

Ajay Tomar, Ruchi Gupta

(M.B.A Section 1st year)

The NIS Academy, Gwalior.

 Acknowledge
ments

We would like to thank our mentors Mr. Rohit Mathur

and Dr. George Thomas for encouraging us to

undertake this study and helping us to prepare

questionnaire. We specially thank to the College

Management for their whole hearted support to carry

out this project. We also thank the Salasar Mall

management for their due permission and kind support

for allowing us to take responses. We are also grateful

to the respondents without whose responses this project

would not have been possible.

 Contents

* Acknowledgement

* Executive Summary

* Introduction

* Objectives

* Research methodology

* Graphical representation of data

* Findings and Analysis

* Appendix
Executive Summary:

This study is all about to understand the consumers’

perception towards the multiplexes and to forecast the
future of multiplexes in ‘B’ grade city like Gwalior.

The study reveals that the future of the multiplexes in

Gwalior is very bright and since there is sudden
increase in the per capita income which led to the
increase in standard of living of the natives. Now the
metropolitan culture has started intruding in the city
and people are in the condition to spend more. The
spurt in the nationwide standard of living of the people
has led to some very drastic changes in the current
scenario.

This study is carried out with the help of questionnaire

which discloses the extravagant responses of the
respondents towards the multiplexes. We approached
the potential respondents on various places like
educational institutes, malls and various shopping
outlets to have their responses. As per the data collected
we found that all respondents welcome the culture of
multiplexes in the city. The people are very happy to
have the pleasant experience of watching the movies in
multiplexes which they so far used to get only in
metropolitans but now in their homeland. The fact is
quite apparent with the kind of data we have gathered
through this study which is mentioned later.
Introduction:
What is multiplex?
A multiplex is a movie theater complex with three or more screens. The
largest of these complexes are sometimes referred to as a megaplex. In
India, the mushrooming of multiplexes since the mid-90s has changed
the dynamics of the Indian Film Industry. Production costs are now
recovered in days, not months and viewers have really caught on to the
concept. There have been concerns over high ticket prices and the
phenomena has predominantly been restricted to the larger cities, but
Indian cinema chains like PVR (Priya Village Roadshow) Inox and
CineMax are slowly but surely changing the rules of exhibition in the
world's largest film industry.

Gwalior

Gwalior is a city in Madhya Pradesh in India. It has a population of

over 16 lakh (1,600,000). The Gwalior metropolitan area is the 46th
most populated area in the country.

Gwalior occupies a strategic location in the Gird region of North India,

and the city and its fortress have served as the center of several of North
India's historic kingdoms. At present also its strategic location is
marked by the presence of major air base at Maharajpura. Gwalior is
the administrative headquarters of Gwalior district and Gwalior
division.

The concept of multiplex is very new in the city. The very first multiplex
of the city is accredited to Gold Cinema at Salasar Mall. Though a large
chunk of the natives have been to multiplexes somewhere or the other
but still a large chunk remains unexplored. The people perceive it as an
advancement in the city’s culture and are desperately waiting for some
more multiplexes to come one of which is FUN Cinema that is about to
come in the offing. This positive and welcome approach of consumers is
a propitious omen for the other players in this entertainment industry.
Objectives:
1. To understand consumers’ perception towards
multiplexes.

2. Future of multiplexes in Gwalior.

Limitations of the study:

1. This study is purely based on the responses

received from the respondents.

2. Since we are not the authorized researchers so this

study is made keeping in view utmost cost
effectiveness.

3. This study is done in a limited time span.

Research Methodology:
Universe:
Gwalior City

Sample size:
210 respondents

Sampling Design:
Stratified Random Sampling:- This study has been done
in various strata like educational institutes, malls,
shopping outlets and Apparel showrooms.

Method of Data collection:

The views of the respondents were ascertained by
means of a questionnaire. As far as possible, persons
with different age groups and educational backgrounds
were selected as a sample but the honest responses could
be got from the youth who constitute 93% of the total
sample. We approached 210 people as a sample and the
questionnaire was filled by us by asking the questions to
them.
Graphical representation of the data:
1. Do you find Gold up to your expectations?

Yes 78.50%

No 21.50%

2. What attracts you towards Gold Cinema?

Services 24.76%

Quality 65.71%

Price 10%

3. How did you come to know about Gold Cinema?

 Ad. In newspapers
43.3%
others 56.7%

4. Have you ever been to any multiplex?

Yes 76.1%
No 23.9%

5. Do multiplexes have bright future in the market?

 Yes 92.3%

No 7.7%

6. Did you find ticket price as per the services and

quality provided?

Yes 54.76%
No 45.24%

7. Are you satisfied with the quality and price of the

refreshment?
 Yes 59.5%
No 36.6%

In case of no,

Hefty prices 89.6%

Quality 10.4%

Not experienced 3.8%

8. How often do you visit Gold Cinema?

 Once in a month
66.67%
Once in 2 months
17.14%
Once in 4 months
14.28%
Once in a year 1.90%

9. If Gold is closed by any reason, would you prefer to

visit other theaters?

Yes 56.6%

No 43.4%

10. What are the areas of improvement?

 Structure 47.14%
Security 7.6%
Services 18%
Quality 25.6%

11. Do you think visiting Gold as your status symbol?

Yes 59%

No 41%

12. Would you encourage others to visit Gold?

 Yes 84.76%

No 15.24%

13. In respect of security system, how’d you rate Gold

cinema?

Very Good 13.8%

Good 49.52%

Satisfactory 37.6%

Poor

14. If given an opportunity, I’d like to watch movies

only in multiplex?

Strongly agree 29%

Agree 45.23%

Neutral 19.52%

Disagree 5.2%

Strongly disagree 1%

Findings & Analysis:

 On the basis of the attitudes reflected in the
answers in the questionnaire, the following observations
are made:

1. A majority of people find Gold up to their

expectations because it is a very new experience
in the city for the natives and they find it much
better than other local theaters in terms of
quality and services.

(The key issues over which Gold has an edge over local
theaters:

* The quality of picture and sound is much better than

other local theaters.
* Gentry are better as compared to other theaters.
* They find Gold more secured than other theaters.)

2. Multiplexes have bright future in Gwalior.

3. There are key issues on which Gold Cinema

underscores than other multiplexes like PVRs,
INOX, Waves etc. such as space, size of the
screen, quality of sound and picture.
(* Structure:

* The size of hall is too small.

* Not enough spacious which leads to
suffocation, congestion at the time of
intermission.
 * The distance between screen and seats is too
less that causes visibility problems and bad
effect on eyes.

* The size of screen is too small

* Security: Security is less as compared to

the quantum of crowd that comes to
the hall.

* Quality: The quality of sound and picture is

not up to the mark.

* Food court is small that leads to the

congestion at the time of interval. Even the
services are too slow and time consuming.

4. Though a large chunk of people are satisfied

with the refreshment still nearly half of them
want the price to be reduced.

(* Price of the ticket is higher as per the services

and quality provided.

*No concession is provided for the students.)

 5. The people are multiplex savvy enough and are
intending to watch movies even twice a month
though a majority opts for once in a month.

6. The quantum of people loyal to multiplex is

approx. 75% which shows the clear picture of
the success of multiplexes in Gwalior in future.

7. Nearly 44% people won’t watch a movie in

other theaters in case multiplex is not available.

8. People are highly concerned about their status

in the society and around 51% people think
watching movies in multiplex as their status
symbol.

9. 85% people will encourage their colleagues and

others to watch movies in multiplexes.

10. Around 65% people rate multiplexes well in

security and thus visit them from this
perspective.

Suggestions:
 1. There should be an exclusive show for the executive
class people with a bit higher range in ticket prices
with amenities.
2. There should be some concession for the student
class.
3. There should be multi-price tickets for different
time intervals. (For ex. Weekend evenings the price
can be more whereas it can be less for weekdays).
4. While intermission, the ready to eat products like
patties, popcorns, soft drinks should only be made
available to the customers so as to avoid the rush
that happens because of the limited space. Another
option is that to increase the manpower at the time
of rush.
5. The security should also be beefed up to curb the
anti-social elements. (For ex. In the case of release
of ‘Jodha Akbar’ show the kind of chaos created
should be controlled.)
6. The communication of the staff members should be
more courteous towards the customers.

Appendix:

The questionnaire is duly attached.