Marketing Pvr

Topics: Movie theater, Film, PVR Cinemas Pages: 14 (4266 words) Published: March 20, 2013
Name: Taniya Jain
Enroll No.: 12BSPHH011119
Course: Marketing Manegement
Seat No.: 76 Sec: F
“Thanks giving seem to be the most Pleasant of all jobs, but it is difficult when one tries to put into words.” I owe a great many thanks to a great many people who helped and supported me during my research for the project. My deep sense of gratitude, to Prof. K.C. Prakash for his continued support and guidance. He has always lent a helping hand and been there when needed. I also appreciate and would like to thank the helpful people at IBS Hyderabad who helped me knowingly and unknowingly in one way or the other. At the end I would also like to thank ICFAI BUSINESS SCHOOL and my friends without whom this Project would have been a distant reality.

1| Introduction| 4|
2| Major Competitors| 5|
3| Market Share| 6|| Comparative Study ON SCALE OF 7 P’sPVRBig CinemasINOX| 71113|| Competitive AdvantagePVRBig CinemasINOX| 141515| 6| Recommendations| 15|

Priya Exhibitors Pvt. Ltd is a part of the diversified Bijli Group, which has interests in transport, finance and construction sectors all over India. After a downturn in the industry in late 80s when the onslaught of video wars as at its peak cinema rejuvenated with the latest international trends in cinema exhibition reached India’s shores swiftly with the arrival of satellite TV. The capitals cosmopolitan audience was becoming increasingly aware of the advanced cinematic technology that enhances the movie going experience and this had whetted their appetite for watching movies on the “big screen“. To cater to the increasingly sophisticated tastes of the audience Priya exhibitor Pvt. Ltd. totally refurbished the existing cinema in June 1991 including installation of a Dolby stereo sound system. They also gained exclusive rights to screen blockbusters from major distributors mainly Warner brothers, 20th century fox, united international pictures, small wonder etc.

Cinema had become the focal point for entertainment in the capital for both the young and old attracting over 30,000 patrons a week. In fact, “Speed” set a national box office world record of Rs.785000 in its first week of screening at PVR (the highest ever for an English film), which was remarkable considering the relatively low price of a cinema ticket in India. Buoyed by the overwhelming success of the cinema after upgrading, Priya exhibitors ltd took the next initial step for setting up the first multiplex in the country in a joint venture with Village Road show Ltd, Australia’s leading Entertainment Corporation.

PVR is a brand name synonymous with state-of-the-art cinema exhibition in India. PVR specializes in developing and operating state-of-the-art Multiplexes. PVR Cinemas are the leading cinemas in the country with an emphasis on design, 10 technology and service. Over the last three years, PVR has established itself as a very strong brand associated with movies, quality exhibition and youth-targeted promotions. The company was conceived as a Joint Venture between the Bijli family, headed by Mr. Ajjay Bijli as Indian Promoters and Village Road show Limited of Australia, one of the largest multiplex operators in the world with more than 1500 screens under operation.

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 Road show, Australia * First to receive institutional funding in the cinema industry – from ICICI Venture * First to offer computerized & online ticketing

* First to accept...
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