Chapter-1

Introduction
Cinema halls are the place where the movie viewers spend couple of hours engrossed in the
events that take place on the screen.

Movies are inseparable part of every Indian. India being the largest producer of films has
maintained the higher levels of art, innovation and seriousness with a new genre of movies.

Hindi movies have huge mass base all across India. The Indian film industry is one of the largest
in the world producing 1041 films, annually. In fact, Hindi movies are quite popular in several
parts of the world. Probably the popularity of Hindi movies amongst Indian populace has
prompted people to term Hindi movies as biggest passion and obsession of India.

Since the time Hindi movies came into existence; it has kept people glued to large screens. All
over India, people wait for FRIDAY’S FIRST DAY, FIRST SHOW of a new movie.

India has an astonishing number of 12000 cinema halls of those, nearly 700 are multiplexes. But
that number is expected to more than double in the next three years because with every passing
day many new multiplexes are opening up.To make this a memorable and an enjoyable
experience the hall owners provide exceptional and superior ambience. Multiplexes gives them
the much needed choice, alternate movies or flexible timing, varied entertainment for the family
and snacks and meals of great taste.

Hindi film industry, which commands a 40 per cent share of the Indian film market, is gaining a
global audience. A spurt in the number of multiplexes in the country has changed the entire
complexion of Indian films -their budgets, the way they are made and the audiences they are
made for. Multiplexes have played a pivotal role in these developments, catering to a global
taste.
A decade after the first multiplex opened in India, the magic of its comfort-viewing and Dolby
digital.Sound effects have got most cinema viewers hooked and many don't even remember the
last time they visited a single screen movie hall.

`FINER ASPECTS OF MOVIE WATCHING'

Take your pick from `rocker technology' backed stadium seating, no obstruction viewing, plasma
wall-to-wall screens, Xenon projection technology screening, digital surround sound with Dolby
and DTS technology, interlocking projection, fibre optic lighting roofs, and more.

From one multiplex in Saket, south Delhi, in 1997 their number today has crossed 700 across the
country with about 20,000 screens, redefining the way films are viewed.

In the coming years, the number of multiplexes in India is going to increase from the current
number. The rising number of multiplexes would offer quality entertainment to the consumers.

Over the years, multiplexes have become a very important part of the Indian entertainment
industry pie. They offer the user a variety of movies with flexibility of timings and have also
opened doors to a whole new world of revenue generation streams. It is like consolidated
entertainment centres in the form of movie theatres, restaurants and shopping arcades - all under
one roof.

It provides facilities like food court, gaming zone, shopping place etc. It would focus on families
and youngsters as their target markets with facilities catering to all the age-groups.

I think anyone who has once enjoyed a film in a multiplex would always want to go there only
PVR Ltd, which brought this concept to India, has a total of 95 screens in 22 multiplexes across
India, Fun Cinemas has 50 screens in 11 cities, Inox Leisure Ltd. has 19 multiplexes with 65
screens and Adlabs Cinemas has no less than 100 screens in 22 cities. Up to 97 percent of urban
youth prefer to watch movies in multiplexes

AS COMPARED TO TRADITIONAL CINEMA COMPLEXES, THE MULTIPLEXES OFFER LOTS OF BENEFITS:-

GREATER AND BETTER UTILIZATION OF THE SAME RETAIL SPACE:-

The multiplexes takes as much of retail space as ordinary cinema halls, but it utilizes it in a better
way as there is a match between the genre of the movie and seating capacity.

PROMISING NEW REVENUE OPTIONS:-Multiplexes: Becoming a king of outdoor advertising and with
that will come a unique opportunity to the advertisers to increase their brand recall levels.

The host of options at the multiplex includes commercials, translites and promotions in the form
of cut-outs, physical display of products at the foyers, video-walls, movie-brand associations,
product sampling, corporate alliances and other innovative promotions. Till now, a lot of
marketers in India have tried innovative campaigns at Multiplexes, most of them belonging to
the high- income segments. Some of major brands, which have used multiplexes for their
promotions, include Maruti Alto, Gillette, Pepsi, Airtel, MasterCard, Whirlpool, Cadbury's,
Samsung, Motorola, Woodland, Seagram’s, Star Movies, ESPN and even The Times of India.

FOR EXAMPLE: - Hero Honda has a yearly deal with PVR Anupam (Saket, New Delhi) for a
physical display of its bike, 'Ambition,' at the foyer, commercials and translites and joint
promotion with movies.

BETTER AMBIENCE:-

Multiplex has made movie watching a holistic experience. Today multiplex is the state of art
theatres equipped with better screens, sound and seating arrangements – gone are the day of
racketing chairs without upholstery, bug bites, stale popcorn and stinking toilets.

"GIVE ME THE MONEY" IS THE MANTRA OF

MULTIPLEXES TODAY
The challenge lies in attracting more and more people towards the multiplex culture & once they
are in, how to make them pay more.

REASONS WHY THE MULTIPLEXES NEED MORE MONEY:-

• The current tax structure as well as regulations and norms different for different states.
• Another factor is the high establishment cost of the multiplexes (2-2.5Crores per screen on an
average).

The major streams of revenues other than the box office collection are advertisers, food and
beverage, display rentals and product launches.

THE TECHNIQUE THAT MULTIPLEX OWNERS ARE NOW ADAPTING IS TO ATTRACT THE USER LIKE:-

People don't only want to watch movies, they want to eat shop and enjoy when the patron pays a
big amount as a ticket, and they also expects kingly treatment with a lot of frills and add-ons.

• ONLINE TICKET BOOKING FACILITY.

• FOOD COURTS

• PROPER PARKING FACILITY.

• SHOPPING FACILITY.

• GAMING ZONE

• BETTER AMBIANCE

Multiplex owners stressed on the need of understanding the customer's needs and offering the
best possible package & concentrate on offering a holistic cinema experience to the viewers.
Gives the consumer several options under one roof.

THE FACILITIES PROVIDED BY MULTIPLEXES:-

• Telephone booking, internet booking, home delivery of tickets, SMS booking are working
wonders to attract the audience.

• The food and beverage section also needs to be innovative while designing the menu.

• The option of combined packages offering snacks at the seats during the movies is a very
luring offer which maximum customers now fall for.

• Every inch of space matters for advertising. From floors to pillars to seats to doors, every
thing can be and should be used for revenue generation through advertising. Companies are
offering more interactive on screen ads to the viewers that grab more attention of the viewers.

• A new wave of multi screened movie halls is coming, ushering in an era of state of the art
projection and sound, a variety of movies on different screens and enough shopping to do
while waiting for a movie to start.

• Populated neighborhoods will see the rise of multiplexes and this will overcome the problem
of fewer cinemas and longer travel times to visit them.

• Multiplexes will also open the market for small budget and international films which can be
showcased to a select audience

MULTIPLEX CONTRIBUTE TO THE CITY’S DEVELOPMENT

Having the largest retail density, India is witnessing a boom in the retail sector. The retail boom
is contributing to the growth of multiplexes in the various cities of India. Most of the multiplexes
in India are anchor tenants in the large format malls making a favorite destination for the
youngsters as well as the families. Multiplexes captured the market as complete family
entertainment centers. The digital revolution has helped the Media and Entertainment industry to
go digital. They, along with the multiplexes have completely transformed the experience of the
viewers.

CONSTRAINTS TO MULTIPLEXES:-
• IN A MULTIPLEX, THE OWNER CAN HEDGE OF RISK OF MOVIE GETTING FLOPPED. According to industry
estimates, in India out of 800 films produced every year, 70% of the movies flop. For
traditional cinema halls there is no hedge for such risk, but for a multiplex the hedge is the
number of movies playing at a point of time. Like a small budget movie might do well,
providing some kind of fencing to the profits of the owner.

• But viewers don’t seem to be taking the bait. HALF EMPTY THEATRES, ESPECIALLY ON WEEKDAYS,

are a reality multiplex operators are grappling with.

• MULTIPLEXES ARE A HIGH RISK BUSINESS. In India, typically a multiplex would break even at 40
per cent occupancy against developed markets where the break-even happens even on 10 per
cent occupancy. This is because of heavy infrastructure costs, duties and so on.

• HIGHER PRICES ARE HARMING THE FUTURE OF GOOD FILMS ALSO HIGH TICKET PRICES . At a time when
DVDs and home theatres are very affordable, how many families still consider the Rs 1,000-
odd they spend for a weekend outing at any up market multiplex.

• Deep pile carpets, glittering chandeliers, rest rooms strutting marble. The multiplex is dying
to pamper you. But VIEWERS DON’T SEEM TO BE TAKING THE BAIT.

EVERY PERSON CAN’T AFFORD THAT MUCH MONEY WHICH ONE IS OFFERED BY MULTIPLEXES-:

India is not an economically developed country like USA or Canada or many European countries
where majority of people fall into the same economic zone and population is just sufficient or
even less in comparison to the capacities of these countries. Not a very large number of people
are dependent on cinema only to get the entertainment there. So this less number of cinematic
audience factor, has played a great role behind the multiplexes having limited seats and selling
tickets at higher price. People spend money on museums, zoo, circus, opera, theatre, sports,
fitness club and travelling etc.
But in India to watch a film in first few days has always been a thrill for people, keeping passion
towards cinema. But policy of big filmmakers and distributers to release initially their films only
in multiplexes has killed that adventure for masses. It has become prerogative of few chosen
only, which can spend few hundreds Rupees per person to watch a film. Economic demarcation
has started affecting the watching of films for audiences.

Nothing was wrong in making multiplexes in India mostly multiplexes were developed on the
debris of old and economical single screen cinema halls and hence their existences reduced the
chances for a large number of people to watch the film in first week of its release.

SINGLE SCREEN CINEMA IS A TRUE CINEMA

Acc to some cinema lovers:-

“CINEMA WO HAI JISKA TICKET BLACK MEIN BIKTA HAI”

“A TRUE CINEMA - WHERE A LARGE NUMBER OF PEOPLE ARE STANDING OUTSIDE THE CINEMA HALLS WHEN A FILM
IS RELEASED”

In today’s scenario that many true lovers of cinema can not watch the film in the very first week
of its release because so many times it’s released only in multiplexes and single screen cinema
halls situated in small cities are not given the prints.

There could be bit higher price for balcony area but it was understood as place for families and
even youngsters belonging to well to do families, whenever they went to watch the film with
friends, preferred family stalls, as this way they were able to save few Rupees which they used to
spend on eating something they liked.

But came multiplex culture and watching the film became a status symbol also. With the advent
of multiplexes, watching a film in a multiplex became SOMETHING. Earlier it was related more
with the hobby of a person.

MULTIPLEXES VS. SINGLE SCREEN CINEMA

• Single screen theatres and talkies are a passé now. They are inconspicuously disappearing
into oblivion in the wake of rampant multiplex culture.

• The nature of multiplex entertainment, which offers video arcades, bowling alleys and pool
parlours spiced up with their lavish and multi-cuisine food courts, does ensure that the
audience is lured towards its glitterati.

• With multiplexes came the multiplex style of management: plush seats, superior sound
quality, add-ons - all at a price, of course. Consumerism has always existed. Today
multiplexes are offering better facilities to a section of the audience than the single screen
theatres so every one to go multiplex instead of traditional.
• Space economies and the optimal utilization of the capacities are the major advantages or
benefits that the multiplexes enjoy over single screen theatres.

HISTORY OF LUDHIANA CINEMAS

Ludhiana is big and affluent city of the Punjab. Therefore, huge population and strong paying
capacity of the people makes it a great market. Today the Cinema business in Ludhiana has
undergone a series of ups and downs. Once a picture hall came up, no one would fail to notice it.
Even roads were popularly christened after them. ‘Raikhy’ and ‘Naulakha’ led to the Cinema
Road in the thirties, while Deepak gave rise to Deepak Cinema Road in the early fifties. A few
busy crossings are known by the theatres in the surrounding area, like Kailash Chowk & Aarti
Chowk. 1931 is a landmark. Ludhiana, a medium-sized town in the thirties, provided its citizens
with ‘Raikhy’, ‘Naulakha’ and ‘Minerva’.

In the fifties, population grew and such sites were sought as were close to the railway station and
the bus-stand. ‘Society’ appeared, followed by ‘Lakshmi’, a year later. Calcutta-connected and
Jalandhar-based Kailash Pictures was the brainchild of Kailash Gupta. With Mr. Thapar of
Ludhiana in distribution business they founded the ‘Kailash Cinema’. At the house of Aarti
Steels Shiv Parshad - Sohan Lal gave ‘Aarti’ the name to their cinema house. On the G.T. Road
appeared ‘Manju’ at the Southeast end and ‘Chand ‘at the Northwest one. Similarly, ‘Shingar’
made its mark near the busy Samrala chowk. With the green revolution peasantry we see a few
cinemas appearing on the city landscape ‘Preet Palace’ and ‘Malhar’ (now demolished).
City-based and traditional business communities entered this business as an avenue for good
investment. Namdharis Sadhu Singh raises ‘Sangeet’, as a symbol of their love for music.
Raghbir Cycles built ‘Arora Palace’ at Gill Road, which is being run by Gurcharan Singh.
‘Orient’ constructed by Late Kanwaljit Singh ‘Lucky’ in BRS Nagar, has become very popular
among Ludhianvis.
 Shiv Parshad - Sohan Lal (Lohewale) of Aarti Steels started Aarti Cinema on 23rd February
1973. Aarti Cinema is centrally located on Ferozpur Road, just near to Prof Mohan Singh
Chowk, which is also popular as Aarti Chowk. The first movie released in this Cinema was
Jatinder & Jaya Bhaduri Starrer 'Parichay'. After that many block buster movies were
released in this prestigious cinema hall of Ludhiana.

Orient Cinema was constructed by Late Kanwaljit Singh. In BRS Nagar locality in the year
2001, which became very popular among Ludhianvis? The first movie released in this was
Govinda & Sanjay Dutt Starrer 'Jodi No. 1' on Baisakhi Day 13th April 2001.

MALLS & MULTIPLEXES IN LUDHIANA

Ludhiana city is going to have not less than six multiplexes, coming up in various parts of the
city. And Ludhianvis will no longer have to complain about lack of entertainment here. By the
start of 2008, they can look forward to a good number of malls and multiplexes, five hotels of
five-star status, pubs, eating joints, discotheques and much more, to give a new face to this
industrial capital of Punjab.

Two multiplexes are coming up on Ferozepur Road. One of them is developed by liquor baron
Ponty Chadha and others. The other multiplex is coming up near Rajguru Nagar and is being
developed by the Malhotra Book Depot (MBD) group on 4.5 acres of land. Five cinema halls, a
hotel, shopping area have been planned in this project.

Flamez, another multiplex, is coming up in place of Malhar Theatre. Another one is being
planned near the Railway Station. Two multiplexes will also be part of the mega city center
project of Ludhiana Improvement Trust (LIT).

In addition to the multiplexes, more than 10 malls are also coming up on Ferozpur Road and
Ghumar Mandi. An auto mall is coming up near the octroi post of Ferozepur Road, like a one-
stop shop to go car shopping. The popular mall Shoppers Stop is also coming up on Ferozepur
Road. Two malls being made by the Ansal group are under construction at the same road. Gold
Souk and Wedding Souk is coming up at Laddowal. A few more such sites are also under
construction in Ghumar Mandi and Ferozepur Road.

The PVR mantra is very old, but it has entered Ludhiana last year through THE FLAMEZ
MALL at Malhar road.

PVR Cinemas is one of the largest cinema chains in India. The company, which began as a
joint venture agreement between Priya Exhibitors Private Limited and Village Road show
Limited, began its commercial operations in June 1997 with the launch of PVR Anupam in
Saket, India's first multiplex. By introducing the multiplex concept in India, PVR Cinemas
brought in a whole new paradigm shift to the cinema viewing experience: high class seating,
state-of-the-art screens and audio-visual systems.

“PVR provides showcasing of movies under one roof with vibrant cinema interiors and offers
world class service standards with computerized ticketing, mobile ticketing and online
ticketing facilities. They are the first one to open the “Gold Class cinema” and Lounge in
India,”

The Multiplex in Ludhiana has four screens with a capacity of 1100 and also provides the most
scrumptious popcorns and beverages. It is situated in the centre of city with an easy access for
people. There is a show in a PVR after every hour. The tickets are priced from Rs 80 to 140.
Now one can watch any movie according to his own timings unlike earlier, when the theatres
in Ludhiana had four shows and people had to manage their times accordingly.

GOOD POINTS-:

• Four separate theatres provide opportunity to watch up to four films simultaneously.

• World class sound and seat comfort for watching movies.

• Option of booking tickets online through WWW.PVRCINEMAS.COM and

telephonically through number-0161-4646787
 • Situated in the middle of the city and therefore it is easy for people to reach
here.

• Facility of rolling stairs and lifts.

• Good security

BAD POINTS-:

• Slightly less spacious

• Problem with the entrance of Audi halls 3 and 4.

• Mall is still not functioning. Many shops in the mall are still to open.

• Less seats for setting in the main halls which makes people to stand while
waiting entrance.

• Difficult to enter while rush, no solution available for huge rush times.

WestEnd Mall will revolutionize the real estate scene and the entertainment field, Major
retailers of the country have already booked space in the mall & the mall will also boast of the
best of eateries, fast food joints, coffee houses etc.

The Noida mall has been awarded as one of the top three malls in India, and the best in
northern India.

According to Chadha Group, WestEnd Mall Ludhiana is going to be one of the finest and most
luxurious malls in Punjab. This mall would be constructed with an investment of Rs 90 crores
and would cover 2.2 acres.
West end Mall will house a four-screen Cineplex with 1,053 seats equipped with the finest
facilities. ‘Waves Cinemas, the next level in cinemas, will be the highlight in the mall. All in
all, a royal luxurious movie viewing experience in wave cinemas.

FEW OF THE HIGHLIGHTS OF WAVE CINEMAS OVER OTHER ARE:-

 Carpets used in these halls are from Britons Carpets, UK.

• All theatres have highest quality Dolby sound systems.

• Seating arrangements are from Figueras International, Spain.

• Projection system is from Kinoton GmbH, Germany.

• Speakers used in these theatres are of Martin Audio Ltd, UK.

These are few features which makes movies viewing experience at Waves Cinemas more
exciting. Now people of Ludhiana have two options available with them for watching their
favorite movies.

DRAWBACKS-:

• Only two ticket windows working which can cause difficulty in getting tickets
in the rush hours.

• Poor service on the refreshment stalls can cause up to hour for getting a single
burger.
 • Entrances of hall 1 & 2 and 3 & 4 are very adjacent which creates the chance of
entering in to wrong hall.

MULTIPLEX CULTURE GOOD OR BAD:-

MULTIPLEXES ARE FINE BUT NOT MULTIPLEX CULTURE.

This culture has brought the first weekend culture also in to the picture. Now this rush to earn
maximum money over first weekend has taken the shape of an ugly competition.

The multiplex industry is a profitable one But the Disheartening is that under the pretext of the
entertainment, they are selling other amenities like food courts, lounge styles and pools. The core
of these multiplexes is not quality entertainment, but hollow facilities and it is really sad that
people are willing to pay astronomical prices and abandoning theatres and drama for these
bromides.

Producers may be happy that they can generate more money from 100 people in a multiplex and
they can’t generate same amount of money from a single screen theatre from 1000 viewers. But
they are not able to see that these 100 people who initially happily pay Rs 250 for a film also
start getting frustration on the quality of products they are getting against the money they spend.

Considering audiences have started reacting harshly against the films, they have watched on first
weekend of their releases, it can be said safely that now films have become products for them
and they want full and positive response from a film on which they have spent more than 150
(sometimes 250) Rupees and when its about a family of, say, four members, then one film may
cost them close to 1000 Rupees which include their conveyance and eating etc also.

Amount of 1000 Rupees still does not count less and salaried class people cry aloud when
government rises the rate of gas cylinders as that increases their budget fixed for the kitchen.

Facts remain that even if a gas cylinder costs rupees 500 for them, it can be used for many days
to cook food for whole family and not merely a “SHOW TEEN GHANTON KA”. While watching a film
in a multiplex means a good sum of money has been spent and it buys the usability only for the
2-2.5 hours.

“This one star, three star or five star differentiations can work beautifully in the hotel or
restaurant business because one may get the fundamental things, accommodation and food, at
every other place also wherever he goes. One may get a very tasty food at road side dhaba also
but if tomorrow five star hotels and restaurants start affecting the vegetable market and
production and selling of common vegetables and people are forced to go to five star hotels only
to eat even common vegetables then we can imagine the control of market over our food life. If
big films are chosen to be released in multiplexes only then their filmmakers and distributers are
depriving a large section of people from getting the pleasure of seeing the film in first week.”

Young audiences, (working class) who are financially capable to watch all the films in multiplex,
initially can spend this money till they are alone. Watching cinema in multiplex serves some
purpose for them but ultimately roots of majority of them also come from middle class and
sometimes from lower middle class and sooner or later they have to object on high price and
many of them object now also.

Worst kind of films were made in 80s but that was the time when people used to say after getting
pleasure from a song sequence or some great scene that Paisa wasool ho Gaya. Because audience
paid a reasonable amount to buy a ticket to watch the film So films at reasonable ticket prices
provokes audience to watch the film and search the merits while films at higher ticket prices
force audience to look for negatives because now they are buying a costly product and they have
to behave like consumers. A person spending Rs 30-40-50 on an average film will come out as a
happy man as he may get some entertainment against that reasonable price he has spent on the
film.

And what kind of economic policy is this? Big Films are not released in small and old cities
having old cinema halls with single screen only and they are mostly left with dubbed “A”
certified films.
Cinema halls of small cities are left available to screen cheap films as they have to run the films
so people making garbage or soft porn or irresponsible films have occupied that segment of
market and time will come soon when these filmmakers will start saying people want to see
garbage so we are giving them the same.

If small cities are left with the kind of films with title Nashili Jawani, Charthee Jawani etc etc
and whole lot of younger minds are getting polluted then tomorrow is not very bright. And what
a polluted mind will seek? A sane mind can understand difference between real life and
illusioned life but a polluted mind can not.

Objectives

• To study the reasons for the slow down sale for the traditional cinemas.

• To study the target markets for the multiplexes as well as traditional cinemas.

• To study the various facilities provided by multiplexes.

• To analyze the comparative study of multiplexes & traditional cinemas.

• To study the attitudes & preferences of the various people towards the multiplex &
traditional cinemas.

• To study the perception of the various people regarding the multiplexes and traditional
cinemas.
 Chapter-3

Research Methodology
 Research methodology

Research in common parlance refers to a search for knowledge. Once can also define research as
a scientific and systematic search for pertinent information on a specific topic. In fact, research is
an art of scientific investigation.

Research is an academic activity and as such the term should be used in a technical sense.
According to Clifford Woody research comprises defining and redefining problems, formulating
hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions
and reaching conclusions; and at last carefully testing the conclusions to determine whether they
fit the formulating hypothesis.

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. In it we study the various
steps that are generally adopted by a researcher in studying his research problem along with the
logic behind them. It is necessary for the researcher to know not only the research
methods/techniques but also the methodology. Researchers not only need to know how to
develop certain indices or tests, how to calculate the mean, the mode, the median or the standard
deviation or chi-square, how to apply particular research techniques, but they also need to know
which of these methods or techniques, are relevant and which are not, and what would they mean
and indicate and why. Researchers also need to understand the assumptions underlying various
techniques and they need to know the criteria by which they can decide that certain techniques
and procedures will be applicable to certain problems and others will not. All this means that it is
necessary for the researcher to design his methodology for his problem as the same may differ
from problem to problem.

Objectives of Research

The purpose of research is to discover answers to questions through the application of scientific
procedures. The main aim of research is to find out the truth which is hidden and which has not
been discovered as yet.

1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this
object in view are termed as exploratory or formulative research studies);

2. To portray accurately the characteristics of a particular individual, situation or a group (studies

with this object in view are known as descriptive research studies);

3. To determine the frequency with which something occurs or with which it is associated with
something else (studies with this object in view are known as diagnostic research studies);

4. To test a hypothesis of a causal relationship between variables (such studies are known as
hypothesis-testing research studies).

RESEARCH PLAN

To meet the objectives of the study undertaken, descriptive research type was adopted.

RESEARCH DESIGN The research design is an arrangement of plan, which guides the collection of
data & analysis of data. The purpose of research design is to insure that the data collected is
accurate & relevant. Any research work requires clarity of objectives to be achieved effectively.
Research design is so chosen that the analysis is accurate.

SELECTION OF POPULATION

Due to constraints, the study has been conducted in the city of Ludhiana. The population for the
research was the general people.

SELECTION OF SAMPLE
The sample for this research was 50 respondents.

SAMPLING TECHNIQUE

The sampling technique used in this research is non probability convenience sampling. In such a
technique, researcher seeks his or her own convenience to reach the ultimate target group.

RESEARCH INSTRUMENTS

For the purpose of research, questionnaires were used to interview the respondents. The
questionnaires were developed so as to obtain responses relevant to the objectives of the
research. While designing the questionnaires every attempt was made to make it precise so that
the process of filling up the responses does not consume time.

DATA COLLECTION METHOD

Both primary & secondary sources of data were used to collect the information.

The primary data was collected through unbiased structured questionnaire & secondary data was
collected from news paper, magazines and various websites.

DATA ANALYSIS AND INTERPRETATION TECHNIQUES

For data analysis & interpretation, the data was processed with various tools of percentages. For
interpretation, various tools have been used & they are as follows:-

• Tables

• Graphs

• Pie charts

• Rank score charts

Scope

Scope was limited to the geographical boundary of the Ludhiana city.

Limitation of the Survey

• Due to resources & time constraints the study was limited to the Ludhiana city only.

• Sample was chosen according to the convenience & such sample might not be representative
of the universe.

• Being an opinion survey, the personal biases of the respondents might have entered in their
responses.

• As this study & its result are based on primary data, the probability of personal bias cannot
be overruled.

• Since the sample size was 50, so the findings & conclusions of the study are only suggestive
not conclusive, in spite of the best & honest efforts.

Chapter-4

Data Interpretation & Analysis

Multiplexes Traditional

96% 4%

1) Which cinema you prefer the most?

Findings & Analysis

According to the survey conducted, I realize that now a day’s maximum population of people
prefers Multiplexes rather than Traditional Cinemas.
2) Which cinemas you prefer from following:

Waves cinemas 80%

Pvr cinemas 52%

Orient cinemas 4%

Aarti cinemas 4%

Findings & Analysis

Majority of population prefers Waves Cinemas with comparison to others & with the upcoming
trend of multiplexes, fallen the preference of Traditional cinemas i.e. Aarti & Orient
3) To what extent the following cinema make you satisfied?

Cinemas Excellent Good Average Poor

Waves 86% 14% 0 0

Pvr 48% 48% 2% 2%

Orient 0 36% 56% 8%

Aarti 0 2% 20% 78%

Findings & Analysis

Major part of population is highly satisfied with the Waves Cinemas and the satisfaction level
is least for the Aarti Cinema.
4) How often do you go to these cinemas?

Weekly 14%

Monthly 60%

occasionally 26%

Findings & Analysis

Now a day’s people like more freak outs & even the survey depicts the same that maximum
percentage of population go for movies monthly.
5) Which factors effect while selecting the cinemas? Rank them 1-5 acc. to your

preferences.

multiplex cinemas
Factors
(ranking)

Price factor 5

Audio- visual quality 1

General facilities 3

Location 4

Findings & Analysis

Maximum percentage of population counts audio visual quality to be the top most factors &
price to be the least factor in the selection criteria.
 Traditional cinemas
Factors
(ranking)

Price factor 1

Audio- visual quality 4

General facilities 3

Location 5

Infrastructure 2

Findings & Analysis

Maximum percentage of population counts Price to be the top most factors & Location to be
the least factor in the selection criteria.
6) Mark your preference towards following cinemas-:

(Taking price as a basic factor)

prices
Expensive reasonable Cheap
cinemas

Multiplexes 62% 40% 0

Traditional 0 48% 54%

Findings & Analysis

Majority of population says that Multiplexes are more expensive as compared to other
cinemas. On the other hand, Traditional Cinemas are very cheap.
7) What sources influences you about these cinemas?

Friends 84%

Colleagues 9%

Relatives 46%

TV advertisements 12%

Hoardings 16%

pamphlets 10%

Newspapers 1%

internet 4%

Findings & Analysis

In the Survey, most of the population influence towards Cinemas through Friends & least
through Newspaper.
8) What do you think that ambiance of cinemas should be based on-: Rank them 1-
according to your preference.

Better hygiene facilities 4

Quality audio & video 1

Quick services 6

Level of cleanliness 3

Seating comfort 2

infrastructure 5

Findings & Analysis

Maximum of population prefers particular Cinema because of their quality audio & video and
the least ambiance of any Cinema is the quick services.
9) Now a day’s multiplex culture is increasing, do you agree?

Yes 82%

No 13%

Can’t say 5%

Findings & Analysis

Maximum number of percentage agrees with this, that multiplex culture increasing day by
day & least percentage can’t say that whether its increasing or not.
10) Do you agree that boom in multiplexes culture effect the growth of traditional cinemas?

Yes 96%

No 2%

Can’t say 2%

Findings & Analysis

Now days, the boom in Multiplexes culture effect the growth of traditional cinemas. The survey
depicts the same, maximum of percentage agrees, and that multiplexes effect the growth of
traditional cinemas.
11) Every person can afford to spend that much money which is offered by multiplexes? Do
you agree?

Yes 22%

No 46%

Can’t say 32%

Findings & Analysis

Spending depends upon the income of the person. And according to the survey majority of
population feels that multiplexes are quiet expensive & every one can’t afford that much money
on the single ticket.
12) People prefer multiplexes due to following reasons- rank them1-5 acc. to your
preference.

Fully air – conditioned halls 2

Better infrastructure 1

Professionally oriented
5
services

Food courts & restaurants 4

Speed of ticket booking 3

Findings & Analysis

The multiplexes provide various facilities. Better infrastructure is the top most factor that is
preferred by majority of population & professionally oriented services are the factor that is
given least weightage by the population.
13) Which promotional schemes regarding these cinemas attract you more? Rank them 1-4
acc. to your preference

Promotional schemes Ranking

Online payment facilities 2

Home delivery of tickets 1

Sms ticket booking 3

Online ticket booking 4

Findings & Analysis

Promotional schemes are those that attracts the people to go for particular cinema & Home
delivery of tickets is the most preferable among majority of population.
14) Increase in multiplex culture help in contributing in the city’s development. How much
you agree on this statement?

Fully agree 52%

Fairly agree 46%

Not agree 4%

Findings & Analysis

Survey depicts that the majority of the population believes that Increase in multiplex culture
highly contributing in the city’s development.
 Chapter-5
Results & Discussions
 Conclusion:-
• According to the survey conducted, now a day’s maximum population of people prefers
Multiplexes rather than Traditional Cinemas & in Ludhiana Majority of population prefers
Waves Cinemas & Pvr cinemas with comparison to others & with the upcoming trend of
multiplexes, fallen the preference of Traditional cinemas i.e. Aarti & Orient.

• With regard to the satisfaction Major part of population is highly satisfied with the
multiplexes and the satisfaction level is least for the traditional Cinemas.

• Now a day’s people like more freak outs & even the survey depicts the same that maximum
percentage of population go for movies monthly.

• Maximum percentage of population counts audio visual quality to be the top most factors &
price to be the least factor in the selection criteria.

• Maximum percentage of population counts audio visual quality to be the top most factors &
price to be the least factor in the selection criteria.

• In case of multiplexes- Maximum percentage of population counts audio visual quality to be

the top most factors & price to be the least factor in the selection criteria. On the other hand
in case of traditional cinemas Maximum percentage of population counts Price to be the top
most factors & Location to be the least factor in the selection criteria.

• The Survey depicts that, most of the population gets influenced towards Cinemas through
Friends & least through Newspaper.

• Though people prefer multiplexes more than traditional cinemas still the Majority of
population finds Multiplexes to be more expensive as Compared to traditional cinemas.

• Maximum of population prefers any Cinema because of their quality audio & video and the
least ambiance of any Cinema is the quick services.

• The survey depicts that the-: Maximum number of percentage agrees that multiplex culture
increasing day by day, multiplexes effect the growth of traditional cinemas & majority of
population feels that multiplexes are quiet expensive & every one can’t afford it.
• ‘[The multiplexes provide various facilities. Better infrastructure is the top most factors that
are preferred by majority of population.

• Home delivery of tickets is the most preferable Promotional schemes among majority of
population.

• At last survey depicts that the majority of the population believes that Increase in multiplex
culture highly contributing in the city’s development.