Case Study$-$ Marketing Management

$1.$ CASE STUDY : INOX Multiplexes

The Rs $25$billion Indian film industry has come a long way from being a regional and proprietary industry to becoming a professional and corporatized industry with global ambitions. However, the Indian film exhibition industry, i$.$e$.,$ movie theatres did not change much $-$ until recently. A majority of the theatres lacked modern equipment that could screen movies with good pictures and sound quality. Apart from this, their dull ambience and poorly planned seating arrangements killed the pleasure of viewing a movie. However, the traditional Indian theatres are now facing tough competition from newly developed multiplexes that are providing the customers with a better movie viewing experience. India$$s first multiplex, PVR Anupam, was set up in South Delhi in $1997$ as a joint venture between Priya Exhibitors and Australian company Village Roadshow.$($Priya Exhibitors later bought out Village Roadshow$$s stake in the venture$).$ At present, India has $50$ multiplexes and the major players in this market are PVR$,$ INOX, Satyam Cineplexes, and Shringar Films...

Questions for Discussion:

$1.$ How will the supplementary services help INOX in attracting customers and increasing its revenues?

Settings up world class theatres require huge investments in land, building, machinery, and manpower. How can a multiplex leverage on these assets to provide value$-$added services and promote them to movie viewers?

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