1. ENTERTAINMENT
INDUSTRY
PVR - BRINGING SMILES
01

2. 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.

5. Film Industry in India

7. pvr

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

9. 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.

10. 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.

11. 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.

12. 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.

13. 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.

14. PVR Policies
• PVR Pictures ,entered into Film Co-production
• JV with Major Cineplex – PVR Blue O Entertainment
• Off season renting out

15. 7 P’S 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.

16. 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.

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

18. CONTD….
PVR Talkies which have an ATP below Rs 100.
• Aimed at value conscious market in tier 2 towns.

19. CONTD….
• Gold class have an ATP over Rs 500
• Caters to upper end of the market

20. PLACE
Availability at the right place, at the right time,
in the right quantities…
Entertained over 18 million moviegoers in 2007-
2008
PVR additionally plans to invest Rs 300-400 crore
to open 250 screens by 2010
PVR
- Maiden Mall, Amritsar (5 screens)
- Ampa Mall, Chennai (7 screens)
Premiere
- Odeon, Ghatkopar, Mumbai (4 screens)
PVR PVR
Cinemas Talkies

21. 26 CINEMAS WITH A TOTAL OF 108 SCREENS
Delhi Latur
Gurgaon ludhiana
Faridabad Lucknow
Ghaziabad Indore
Mumbai Aurangabad
Bangalore Baroda
Hyderabad

22. PROMOTION….

23. “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

24. ALTERNATIVE OPTIONS TO PURCHASE
TICKETS

25. MEMBER’S ZONE

26. CONTD….

27. MULTIPLEXES DRESS UP
FOR PARTIES
Where’s 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 it’s 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

28. • 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.
ONLINE
SELF
Process
CHECK
IN
For MOBILE
Customers
CARD
SYSTEM

29. CONTD…

31. 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.
 On the occasion of Children's Day 2005, PVR created a
remembrance for children from PVR's Housekeeping Attendants,
Projectionists, electricians, with the movie IQBAL.

32. 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.

33. 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.

34. 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

35. SWOT ANALYSIS

36. STRENGHTS
Film Distribution
First Mover Advantage
Largest Multiplex Operator in India
WEAKNESSES
Increasing Competition
Lack of Customer Feedback for further Improvement of Services

37. OPPORTUNITIES
Growing Business
Film Distribution
Franchising
THREATS
Distributors
Govt. Regulations

38. SEGMENTATION
,TARGETING &
POSITIONING

39. 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

40. 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

41. 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

42. 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

43. 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

44. 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

45. 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

46. 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

47. 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

48. 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

49. 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

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