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Indian multiplex cinema exhibition industry in 2016
1.
1 Copyright © 2015
ScreenPlex. All rights reserved. JANUARY 2016 Indian Multiplex Cinema Exhibition Industry in 2016: Trends CXOs Must Watch Indian Multiplex Cinema Exhibition Industry is experiencing an overhaul. Consolidation, expansion, and creating a brand value will remain the top priorities for this Industry in 2016. Present Organized Exhibition Industry Scenario: Cinema Chain Screen Count Number of Cinema Market Size PVR Cinemas 506 115 23.70% Inox Leisure 372 96 17.42% Carnival Cinemas 341 121 15.97% Cinepolis 201 42 9.41% SRS Cinemas 57 19 2.67% Miraj Cinemas 48 18 2.25% SPI Cinemas 48 6 2.25% Wave Cinemas 48 12 2.25% Asian Cinemas 41 17 1.92% Gold Digital 35 22 1.64% Mukta A2 31 11 1.45% City Pride 30 10 1.41% Movie Time 29 9 1.36% Eylex Fun N Films 23 15 1.08% E-Square 21 9 0.98% K Sera Sera 20 9 0.94% Priya Cinemas 20 11 0.94% Raj Hans 20 9 0.94% Others < 20 Screens 244 109 11.43% Source: Market Research, Google, Wikipedia etc.
2.
2 Copyright © 2015
ScreenPlex. All rights reserved. Digital Marketing IT Cloud Based Solution Customer Experience Source: http://pro.boxoffice.com/statistics/yearly These key focus areas are not working in isolation. However, they are integrated with the various parameters like process, automation, strategy, and organization culture. Key Focus Areas for 2016: 63,423 61,114 64,928 65,512 62,126 66,702 122 124 126 128 130 132 134 136 138 10,000 20,000 30,000 40,000 50,000 60,000 70,000 2010 2011 2012 2013 2014 2015 BoxOfficeAdmitsinCrores BoxOfficeRevenueinCrores Revenue Admits 7 % Increase
3.
3 Copyright © 2015
ScreenPlex. All rights reserved. Customer Experience:The key differentiator in this Industry a) Customer Segmentation - Always segment your target market and align your business strategy to serve these target segments. This is a time you must identify parameters you are considering for your customer segmentation. PVR Cinema is coming up with the PVR Talkies to serve smaller towns. b) Customer Identification is the key - Customer recognition is a crucial parameter. If you are not doing this, you are losing the most important assets for your organization. Customer Touch Points such as Web, Mobile, and POS - all will become intelligent as they can identify your customer. This year major focus will be on POS to recognize the customers. c) Exponential Increase in the Ticket Booking Channels - You will see many new ecommerce platforms enabling ticket sales. PVR tickets are already available on various ecommerce platforms such as Groupon and Nearby. d) Your Domain represents your brand value - Even you open multiple interfaces for ticket booking, never underestimate your brand domain name. Out of 20 top brands in India fewer than 5 are working on this strategy. Make your web presence mobile-enabled, as most of the loyal customers will be shifting towards mobility. e) Customer Loyalty program will remain an undisputed king - Customer can see the loyalty points on mobile and web will be the focus in 2016, and concession items booking will become a standard as well. Both PVR and Cinepolis have customer loyalty program already in place; others need to follow. f) Customer POS Experience matters - POS with dual screen is a new trend allowing customers to select their own seat. Same POS machine can also be used for ticketing & concession. Intelligent POS can recognize your customer. This is the most important feature you should target in 2016. g) Projectors & Sound (Real key differentiators) - Projectors will be dominated by Cube, and in the sound system Dolby will retain its supremacy.
4.
4 Copyright © 2015
ScreenPlex. All rights reserved. Digital Marketing: Time for action now a) Digital Marketing will be in focus - Auto change in the website through web presence will replace manual efforts into a real-time dynamic environment. Brand designing team will be replaced by targeted digital campaign. This initiative will keep marketing team busy in 2016. Top 5 brands will take this as one of the most important initiatives for 2016. b) Analytics - Customer & Operations Customer Analytics will play an important role while estimating the brand value. Auto feedback mechanism plays a critical role to enhance the customer experience. Integrate your web traffic to box office and create a target email campaign to reach out to the right customer. Cloud-based IT Solutions: Will see the tremendous growth and will help in reducing manual operations & IT cost a) Network Cost - Are you still paying for the MPLS network? Cloud-based solutions like ScreenPlex 3.0 are working on the broadband. It means you can save INR 50,000 per location/year. b) Server Cost - Are you still managing two servers at each location? Take your backup to the centralized location on the cloud and remove one server from each location. c) New POS Machine - Are you still paying INR 75,000 for old POS machines? Start using tablets. They will provide far better performance in terms of speed. d) Heterogeneous to Homogenous - Because of the fast consolidation of industry you may be working in a heterogeneous environment (Using two types of Ticketing & Concession system). Your 2016 target should beto use a single integrated system – this will double productivity. e) Cinema Operations - With the cloud-based offering you do not require HO Module or manual efforts for film programming. There is no need now for manual consolidation of all reports. All this can be managed seamlessly through cloud- based application like ScreenPlex 3.0
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