INTERNATIONAL RESEARCH JOURNAL OF MULTIDISCIPLINARY

STUDIES

Vol. 3, Issue 2, February, 2017 ISSN (Online): 2454-8499 Impact Factor: 1.3599(GIF),
0.679(IIFS)

7 P’S of Making & Marketing Strategies of PVR Cinema Hall

Prof. Swapnil G. Gaikwad

HOD, Business Administration.
Sanskar Mandir Sanstha’s Arts & Commerce College Warje.

Abstract
Modern amenities to their customers like computerized ticketing, escalators, clean & hygiene
customer sphere, digitalization of all facilities online contest for the viewer’s etc. this paper is
focused on various marketing strategies following by PVR cinema in India. It is also nigh lighted
the combination of 7p’s of marketing and PVR cinema’s marketing strategies to acquire their
desired goals. PVR gives all facilities to their viewers for enriching their life style & high
standard of living.

INTRODUCATION
Todays the cinema hall business is one of fastest growing sector in the entertainment industry,
entertainment an affected the whole life of Indian customers. The research paper is related with
marketing strategy of PVR CINEMA current situation the entertainment industry of PVR
CINEMA has been totally changed due to the multiplex culture. The digital India & make in
India concept evoking media and entertainment industry to go with digital India. There are more
than 200 digital lavish cinema halls in India. They are providing life changing experience to the
viewer. The people of India attracted towards multiplex culture day by day. Multiplex not only
provides cinema viewing experience but also gives lots of amenities & facilities in one roof to
the customers. Life foods & beverages, smoking zone, cafeteria, escalators, posh ambience,
comfortable chairs & and many more.
The present study is based on PVR cinemas marketing strategies similar with 7p’s of marketing
mix PVR journey from single screen cinema hall to grand chain of multiplexes in India. It is also
a ware viewer to know now the marketing strategies influencing the decision of people towards
PVR CINEMA. PVR since from its beginning is considered as one of its kind and has attained a
premium positioning in market. The study is required to observe what drives has been taken PVR
to move forward even in such a tough competition and keep sustaining and maintaining the place
of a market leader in multiplex industry. The aim of the study to know different types of
variables that attract people towards PVR cinema.

Background of the study

Priya exhibitor’s pt. Ltd. Is a part of the diversified bijli group. Which has interests in transport,
finance and construction the industry in late 80’s when the t on slaughter of video wars at its
peak cinema has now trends in cinema exhibition reaching India’s TV. To cater to the
increasingly sophisticated tastes of the audience priya exhibitor pt. Ltd. totally refurbished the
existing cinema in June 1991 including installation of a Dolby stereo sound system. They also
gained distributors mainly warner Brothers. 20th century fax, united international pictures.
Priya exhibiters ltd have taken the next step to launch their first multiplex in 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. PVR cinemas are the leading cinemas in the country with an embassies design,

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 INTERNATIONAL RESEARCH JOURNAL OF MULTIDISCIPLINARY
STUDIES

Vol. 3, Issue 2, February, 2017 ISSN (Online): 2454-8499 Impact Factor: 1.3599(GIF),
0.679(IIFS)

technology and service. The company has begun a joint venture agreement between priya
exhibitor’s private limited and village road show limited in 1995 with 60:40 ratios began its
commercial operations in June 1997 with the launch PVR anyapam in saket, India’s first
multiplex. By introducing the multiplex concept in India, PVR cinemas brought in a whole new
pradism shift to the cinema viewing experience high class seating state of the art screens and
audio _ visual systems.
Story has it that devil struck twice the bijii family, the owners of the PVR ‘s. in 1992, ajay bijis
father died at the age of 60. Then in 1994, a fire broke out in the family’s trucking company’s go
down spread over 100,000 square feet. Although he lost heavily, he had a road that he called
tread that of the running the family’s movie hall business. A distributor of Hollywood film’s
movie put him in town with Roads now, which wanted to expand in India. Although it was
initially undertaken to renovate the vasant vihar hall and to convert priya into a multiplex, but
ajay bijli began to look for another location and zeroed in an Anypam, in south Delhi’s saket
area, which was dilapidated, bijli took it an lease and converted in into a fair plex sowing the
seeds of the multiplex phenomenon in the country.
Today PVR has a total 150 screens in 35 multiplexes across India; PVR commands a significant
presence in New Delhi and NCR with 37 screens in 13 multiplexes. PVR also gained popularity
in Chennai, Lucknow, Indore, Hyderabad and Bangalore. It is expanding other parts of the
country especially in Mumbai with opening of PVR June, where there are many other established
multiplex. PVR also situated in Pune near koregaonpark. It has recently launched its premium
brand, PVR premiers, targeted at urban consumers in metros, with the opening of PVR select city
walk the company operates two other brands PVR talkies the no-frills cinemas for consumer in
tier II cities and the original PVR cinemas targeted at the urban & semi urban consumers. PVR
additionally plans to invest ₹ 300-400 crore to open 250 screens by2017.
The company has tie up with Bijli family, needed by MP. Ajay bijli an Indian promoter’s 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 screens multiplex- PVR Bangalore.
 First 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 receive intuitional funding in the cinema industry from ICICI venture.
 First to offer computerized & online ticketing service.
 First to introduce mobile based information & ticketing service.
 First to launch loyalty program moviegoers in India.
 First to launch movies first monthly magazine that updates the movie lovers on the latest
Hollywood.
As a part of their worldwide strategy, they decided to concentrate on the production business and
on exhibition business in those areas where they have majority control and have the critical mass
of screens. In line with the strategy they exited from almost 20 countries worldwide, including
India. PVR was exposed to best business and operational practices in the cinemas exhibition
industry and was able to revolutionize the way to go to cinemas.

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 INTERNATIONAL RESEARCH JOURNAL OF MULTIDISCIPLINARY
STUDIES

Vol. 3, Issue 2, February, 2017 ISSN (Online): 2454-8499 Impact Factor: 1.3599(GIF),
0.679(IIFS)

Objectives of the study

 To study about marketing strategies of PVR cinemas.
 To check the effectiveness of marketing strategies of PVR cinema.
 To know the 7p’s of marketing mix joined hand with marketing strategies of PVR
cinema.

Methodology
The secondary data has been taken for the study. Especially the data has been collected through
various books, magazine interest articles, research papers, reports etc.

Discussion
Marketing strategy is a continuous process in the field of selling and distributing products and
services. Marketing strategy fulfills the organizational objects and plans marketing strategies are
dynamic and interactive in nature. They are partially planned and partially unplanned. Internal
and external factors are affected on marketing strategy of the business. Like marketing mix, play
performance analysis and strategic target market analysis as well as the element of the
technological, economic, cultural or political/ legal envirment likely to impact success.

Marketing strategies of PVR CINEMA

 Segmentation:
On the basis of customer preferences PVR under the clustered category PVR concentrate on
target audience they only cater to the premium movie going audience. It has approximately 22
million movie gets per month.
 Targeting
PVR has premium pricing and they target mainly on customer preference. Its uses concentrated
method as they have targeted a much focused audience out of the entire masses.
 Positioning
PVR makes use of all their tangible elements to prove their customers that their movie tickets are
worth the price they are paying. PVR ensures the customers as a superior brand in terms of
cinema viewing as well as the experience.
 Entertainment marketing
Entertainment services include screening of movies, their premiers, press & media, required
special screening of movie show & also different types of eatable served within the multiplex.

 Movie marketing
It can create a brand image for the company. It focuses on movie marketing that are big screened
along with crating & making aware the people about the multiplex. Various media channels are
invited to cover the whole premier events which has positive effect on the multiplex, stars, media
channels are invited of huge celebration
 Café marketing
It’s a new concept launched by the multiplex to marketing the movies. Its promoting movie with
the help of eatable sold in the cafeteria within the premises of the multiplex. Here the eatables
are named after the movie.

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Vol. 3, Issue 2, February, 2017 ISSN (Online): 2454-8499 Impact Factor: 1.3599(GIF),
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 Special events marketing

Multiplex also screens special events such as cricket matches, documentaries & also to organize
celebration of religious festivals as well as the special days like valentine day, independence &
republic day. Also it arranges birthday parties as per viewer’s demands.
 Tie up with various corporate
Multiplex has tie u with corporate associates. It’s like the corporate organized or they host the
events that are conducted in the multiplex & in turn the multiplex gives it sales indirectly.
 Movie shooting & advertisement
Multiplex also allows shooting for movies & advertisements as it helps to publicize & create a
brand name for itself. Movie shootings advertisements take place here because of the ambient
factors & also space the as the movie makers are not given the premises free of cost.

 Special screening of Hollywood movies

Multiplex arranges the screening of Hollywood at their theatres. These special screenings are
referred as midnight matiness. It is an innovative attempt on the part of multiplex to combine
various elements of leisure & partying with cinema viewing.

MARKETING MIX- 7P’S

 PRODUCT
The customer comes to a cinema hall for, along with the attendant experience of PVR. The
expected product in PVR’s case world be ambience, hygiene, parking, candy bar etc. PVR has
augmented its product offerings luxury cinema with exclusive auditoriums, fally reclining seats
& many more, but booking, e-booking & tele- booking facilities providing by PVR to their
patrons. PVR also provides parties at PVR, movie newsletter and magazine, movie vouchers to
the viewers.
 PRICE
PVR comes across as a superior brand in terms of cinema viewing as well as the experience.
PVR market leader to set its own prices price that are originally started from 120 to 500RS. The
high pricing has not led to any change in the footballs that PVR gets viewers are enjoying
superior ambience, environment, seating, viewing etc. With these ticket charges.
 PLACE
PVR cinema halls usually situated at good location in the cities of India and abroad. Their places
are always well situated and are well lined PVR also having their own distribution channels for
movie.
 PROMOTION
PVR gives advertisement on Friday about latest movie schedules in ‘Times of India’. As well on
won website. It has also a host of online promotional contests associated with movie. They are
also in collaboration with cellular services like Airtel have sms and win contest and give out free
tickets to the winners. They also arrange commercial shooting, premiere shows with leading film
star and fun events for children while screening animations.
 PEOPLE
PVR has given free tickets for their employees to view film in the cinema hall, gives 10 national
holidays to employees very great importance is given to person hygiene and appearance clean
uniform and shoes, job performance evaluation at the completion of first 90days of employment.
Employees are taught deal with safety problems regarding accidents, fire, bomb threat, armed
robbery etc. All trainees are made to train at all departments like ticket sales, computers service
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0.679(IIFS)

skills, cash handling sales, credit & sales etc. so employees persuading brand of PVR with their
friendly, informed, helpful, reliable, cheerful entyastic, nature, therefore, the audience can easily
relate and communicate with them.
 PHYSICAL EVIDENCE
Customers are not only see a service but also see various tangible service like facilities,
communication, objectives, other customers, price etc. on the basis of these PVR provides the
lavish building, layout, colors of interiors, tickets, labels, logo of the cinema hall to formulate a
good unified corporate image/identity.

CONCULSION
Purpose of any research to accomplish the objectives farmed by the researcher PVR cinema hall
has taken all the efforts to influence the viewers to their cinema halls. They make pure planning
to achieve marketing strategies of the multiplex. They keep adding something new to their
services to make their customers always fully satisfied and maintain their market leader in the
industry. Thought whatever PVR cinema is doing for their brand is adding to their popularity
PVR also to take all the strategies regarding 7p’s of marketing mix like product, price, and place.
Promotion, people, physical evidence, process etc. but there is still some scope of improvement
as the multiplex industry now a days is full in it. It was concluded that, multiplex has become the
biggest source of entertainment for the present generation. They want all less than one roof that
makes the desirable growth multiplexes in India.
Today PVR cinema hall has become a well-known brand in the field of multiplex theatre first
time in India PVR cinema provides all

References
Books
o Marketing management by Philip kotllers.
o Movies first PVR magazine.
Websites
 www.ibef.org/industry/entertainment.aspx.
 www.economicstimes.com
 www.pvrcinemas.com
Journals
Gummer son e (1996)”making relationship marketing operations” international journal of services
industry management voles (5).

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