INOX Multiplexes



Case Code : CLSM013
Publication date : 2005
Subject : Services Marketing
Industry : Media and entertainment
Length : 03 Pages
Price : Rs. 100

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Key words:

Indian Film Industry, Indian Film Exhibition Industry, Movie Theaters, PVR Anupam, Village Roadshow, Priya Exhibitors, INOX, Satyam Cineplexes, Shringar Films, Dolby Digital EX Surround System, DTS Sound Format Audio Systems, JBL Speakers, Harkness Hall Perlux Screens, Christie Projection and Looping Facilities, Barista, McDonald's, Food Facilities, International Film Festival Of India, Flexi-Pricing Model


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India is witnessing the growth of multiplexes that offer better viewing experience to the customers. The growth prompted many players such as PVR, INOX, Satyam Cineplexes, and Shringar Films to enter this segment. The caselet provides details about the features of INOX multiplexes that set them apart from the competition. It outlines the expansion strategy of INOX which wants to become a national player in this segment.


  » Indian film exhibition industry.
  » Packaging the service in film exhibition industry.
  » Importance of Supplementary services.


The Rs 25bn 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 theaters 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?

2. Setting up world class theaters 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?