Multiplex Promotion

Apart from key considerations like location and connectivity which sets the very base for a comfortable multiplex experience, multiplexes are employing various techniques to lure the prospective target audience.

In a market scenario that is driven by cut throat competition, multiplexes are left with no choice other than to go ‘the smart way’. The synergy of offering the best services, full comfort as epitome of luxury can keep the multiplex in context way ahead of other competitors. While a few players like PVR and Cinemax are still shy to comment about the same, but players like Satyam employ alternate measures to attract our audiences while initiating innovative marketing strategies/offers.

The recent offers

The various promotional offers include diverse options like screening kids’ movies during summer holidays, offering different saving packs when it comes to F&B, discounts on tickets when booking via a specific VISA Card (online) amongst other things .

Brand building is the process of creating and establishing a strong brand identity that is easily recognizable, memorable, and unique. Some of the benefits of brand building include:

Increased brand awareness: Effective brand building can increase brand awareness, making the brand more visible and memorable to consumers.

Improved brand reputation: A strong brand identity can help to build a positive reputation for the brand, enhancing consumer trust and loyalty.

Differentiation from competitors: Brand building can differentiate a brand from its competitors, making it stand out in a crowded market.

Increased customer loyalty: A strong brand identity can help to foster customer loyalty, as customers are more likely to return to a brand they trust and recognize.

Higher perceived value: A strong brand identity can increase the perceived value of a brand’s products or services, allowing the brand to charge higher prices.

Increased brand equity: Brand building can increase a brand’s equity, or its overall value, making it a more valuable asset for the business.

Increased customer advocacy: A strong brand identity can turn satisfied customers into advocates for the brand, leading to positive word-of-mouth and increased referrals.

Increased market share: Effective brand building can increase a brand’s market share, allowing it to capture a larger portion of the market and increase revenue.

Improved employee morale: A strong brand identity can also improve employee morale, as employees are proud to work for a recognizable and respected brand.

Food and beverage also form an integral part of the cinema experience as players emphasise a great deal on providing quality product to the customers. “We also have a spectacular Snack Bar, where one can have the finest Hot-Dogs, American bagel sandwich with German cream cheese, Haagen-Dazs Ice-cream, apart from the all time favourite Pop-corn and Pepsi.”

The research work

The main aspect to zero down on any site for a prospective multiplex remains to be the location in context. Apart from the location factor, “We do the competitive analysis, market potential and catchment’s area analysis. We also keep in mind the quality and size of the development and tenant mix in the mall.”

Generating footfalls

When a multiplex is in a mall, it undoubtedly proves to be a win-win situation for both. With a multiplex, the footfall parallely increases in the mall as the movie goers not just come to watch the movie but also visit the mall. Banerji comments, “The audience who comes to watch a movie are most likely to window shop or dine in before/after the movie contributing to the major chunk of the footfall in the mall.”

The average consumer these days, spends around 300 – 400 per person on an average movie going spree. These figures alone can inspire the multiplexes to invest in various promotional offers to attract as large a crowd as possible. Banerji shares, “The footfalls are heavy around the weekends (Fri, Sat & Sun) with around 85 percent occupancy and around 50 percent occupancy on weekdays.”

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