This document discusses service marketing in movie theaters. It provides key performance indicators for theaters like average ticket price, sales per head, and average value per transaction. It then analyzes the service marketing mix of the theater chain Cinepolis, including their products, pricing, place, promotion, people, process, and physical environment. The document also compares Cinepolis to competitors PVR and Inox on factors like infrastructure, food options, location, and price. It outlines Cinepolis' efforts to ensure service consistency and quality such as standard operating procedures, customer satisfaction scoring, and mystery audits.

1. Submitted By : Group 4
Paahul Sikand
30
Pardeep Kumar
31
Parth Potdar
32
Piyush Sood
33
Pranjal Parihar
34
Rahul Pawa
35
Marketing of services : In
Theatres

2. Introduction to the Industry
 ATP - Average ticket price for the
movie tickets in any given period
 SPH - Sales per head i.e. the total sales
in food and beverages divided by the
number of patrons in the theater at any
particular time
 AVT - Average value per transaction is
the total sales from Food and beverages
to the total number of transactions
 Strike Rate - It is the total number of
transactions to the total number of
patrons at any point in time
Important KPIs:

3. Service Marketing Mix
Cinepolis
VIP
IMAX
4DX
Dolby
Atmos
Product
Flexible
Pricing
Reasonab
le pricing
thanks to
governme
nt
policies
Price
110
screens
all over
India
Only
available
in Malls
Place
Club
Cinepolis
Movie
Brand
merchand
ize
Promotion
Courteou
s and well
dressed –
Cinepolit
es
Well
defined
hierarchy
People
quality
service,
cool
ambience
convenien
ce in
booking
collecting
the
tickets
Process
Ambient
Factors
Design
Factors
Social
Factors
Physical
Evidence

4. Service at Theatres:

5. Services Inside Theatres :

6. Competition Analysis
Cinepolis PVR Inox
Theater Better seat quality and state of the
art infra (projectors etc.)
Good seats and good quality
infrastructure
Average seats but good quality
infrastructure
Food Apart for Concessions (Popcorn,
Cola) it has Coffee tree and serves
fresh food
Only concessions but has more
products in them
Only concessions
Location Not always in the prime locality, is
at a location disadvantage as it is
not the 1st mover
Best locations in India which in
very essential in the industry
Good locations across India
Price A bit expensive, rates are a bit
high to offer such premium
services
Slightly cheaper than Cinepolis
but in prime locations very
expensive
Cheaper than both PVR and
Cinepolis
Additional Services It has services like 4D cinema and
VIP theaters in selected locations.
It has VIP theaters as well No additional services

7. Service Consistency and Recovery
– Maintaining the quality of service is of paramount importance and various measures are taken by Cinepolis to
maintain it.
– Over 700 SOPs defined – Over 700 Standard operating procedures are written down for each and every minute
process. Right from how to clean a seat to what to do in case of stock out of 3D glasses, everything is covered.
– CSS( Customer satisfaction score) – A customer satisfaction score is calculated for every site every month based
on the complaints, social media response and the surveys mailed randomly to customers who have provided their
email id. Based on this score the bottlenecks are identified. Cinepolis keeps very high standards for this score and
scoring 90 is considered satisfactory.
– Surprise Checks - The head of operations at Cinepolis conducts mystery audits at all the locations once a month,
no one knows when and at what time. He ensures that all the systems are in place and the employees are doing
their job effectively.
– Mystery Audits – An employee of Cinepolis headquarters visits the site under the guise of a customer and
interacts with the staff. This gives them the actual picture of how the customer service level is.

8. Service FlowerInformation:
Customers at Cinepolis are
informed about their movie
timings through a message
couple of hours before their
show starts, so that if they are
preoccupied, they don’t miss
out on their favorite films. Also,
they are made aware about the
upcoming movies and other
offers through email’s,
messages and at the theatre
also through hoardings of
different sizes. They can also
register on the website through
their social media profile and
connect with us on various
platforms to know more about
our offerings.
Consultation:
This aspect comes into play at
the time of ticket bookings,
when the customers are asked
about their seat preference and
also, depending upon the
availability are asked if they
want to upgrade their seats to a
higher class. They are also
provided with suggestions of
what they can have in intervals
at the counter itself, they also
have an option to book it online
itself.
Order-taking:
At the time of ticket booking,
customers are informed about
the status of available seats and
the one’s they can chose from.
This facility is present at the
theatre and online also. At the
food and beverage counter also,
they are informed if they can
have the eatables on the seat or
not and if a particular dish is not
available, they are taken off the
menu or the customers are
always given a choice to opt for
something else. The seats can
be reserved online as well as
food and beverage.

9. Hospitality:
The customers are greeted
with a smile at every check
point and are informed about
their seats and availability and
if they are late or not for the
show. The food and beverages
are supplied to their seats in
between the break to make a
comfortable viewing
experience for them. In case of
any query regarding, they
always call up at the customer
care to get their issues sorted
out. The staff is well dressed
and have one uniform so that
the customers have it easy to
figure out where to ask help
from.
Safekeeping:
The theatre has a facility to
keep the customers important
belongings so that they can
view the movies without any
tension and hassle free
support service. The team at
Cinepolis also provides
eatables and popcorns and
drinks, in an easy to use and
safe, containers and glasses so
that they don’t spill and no
spillage of food occurs.
Exceptions:
Here, the customer are
provided with services which
can be modulated according to
their needs, like allotting a
corner seat on their request,
putting in extra flavor in the
popcorn, medical assistance,
child care assistance and
storage of fragile objects.
Billing:
The bills provided to
customers include all the
charges and surcharges they
were charged for and any
hidden cost that may have
crept in, is avoided. The taxes
that they have been charged
for are clearly mentioned, so
that they can have a
trustworthy transactions.
Payment:
Customers have all the mode
of payments available to pay
for their tickets and food and
beverage at the ticket counter
like, debit card, cash or credit
card. Similarly, with online
mode of payments, most of
the popular ways to do
payments are available.
Mobile applications also assist
the use of the same.
Continued:

10. Gaps In Service
Gap 1:
Knowledge Gap
EFFORTS MADE TO CLOSE THE GAP:
Interaction through Social Media.
Good CRM practices.
Good market research
Gap 2:
Standards Gap
EFFORTS MADE TO CLOSE THE GAP:
Well-defined blueprint.
Customer oriented service design.
Good ambience.
Cleanliness.
Physical evidence.
Gap 3:
Delivery Gap
Reasons:
Deficiency in HR polices.
Some customers who negatively impact other customers.
Gap 4:
Internal
Communication
Gap
Reasons:
Lack of education for customers
Lack of Internal marketing
Absence of customer expectation management through all forms of communication

12. The cinematic experience is a culmination of all the factors involved and while the marketing and branding of the theatre
and movies, convinces the customer to reach to the theatre and try a movie, it’s the service that leaves behind a mark in
the subconscious of a consumer mindset and makes it visit again (repetitive buying) to the same theatre time after time.
The consumer judge this on the basis of,
 Reliability
 Assurance
 Responsiveness
 Empathy
 Tangibility
If a theatre is good in these regards, then a customer without any doubt had an amazing viewing experience and is more
likely to come back to take advantage of the service being offered.
Conclusion