The Multiplex Fever, Fervor..

With the multiplex fever sweeping India, catching a flick on the weekend ain’t so easy anymore especially if not pre-planned. Indeed these fancy, power-packed cinema halls have come a long way from being a craze to a rage to a chilling-out joint to a weekend hang-out to a norm… Of-course different groups and strata of stakeholders could be in different phases as yet, and will eventually reach the last stage where going to a multiplex on most weekends would just tantamount to a norm or a usual practice.

But, why do people choose these multiplexes over the usual cinema halls or even the very concept of renting a DVD from the nearest video library to watch it at home.Is it the movie? Is it the dobly surround sound? Is it the popcorn?..

Well, it definitely is the experience of a multiplex that sets them apart from a no-frills, regular cinema hall or renting a DVD.

Experience is intangible, a feeling and so it makes it a little dicey to ensure a uniform or the desired experience for each customer. However, this concept of a multiplex experience is a sum-total of various factors put-together in priority as per an individual's preference. And the least we can do is try and comprehend it better by breaking it down into the factors that matter to our Target Market Segment (TMS). So, lets take a step backwards and spend some time understanding our customers.

Step 1: Let’s work out the most basic demographic and psychographic profiles of the TMS

1) Demographics:
· Urban
· SEC A+, A, B+, B
· MHI > 10k pm/person

2) Psychographics:
· 5-day week
· Social, outgoing
· Seeking entertainment with family/friends

Step 2: Based upon the above profile(s), lets identify the factors which would sum-up to provide the TMS with the desired Multiplex ‘experience’. In addition, these factors would also determine if the TMS would choose the Multiplex ‘experience’ over other options available.

Note: The following determining factors are listed in descending order of importance. However, a combination of these factors may be applicable for different individuals.

1) Choice of movies
2) Ease of booking
3) Show timings
4) Location
5) Price
6) Crowd
7) Seating comfort
8) Variety of snacks
9) Shopping & dining options around
10) Clean loos

Step 3: Now, lets look at the macro picture by analyzing the industry segment as a whole from the point of view of a provider and not the consumer.

1) High entry barriers in the form of high investment with high (expected) ROI
2) Extremely Price-sensitive market
3) Location-sensitive market
4) Stiff competition in metros – positioning the multiplex as a brand experience worth the money. (Now, this is exactly where I come in the picture, indeed this contains all the keywords in my Job Description)

Step 4: To overcome the stiff competition and stand out in the clutter, the multiplexes try to score over each-other by developing, advertising and capitalizing upon a USP (Unique Selling Proposition). This USP is intended to eventually translate into a benefit (tangible or intangible) that could be associated with the brand as a differential advantage over the others in the same segment.

A few examples of such USPs could be -

1) Imax - The Dome: In Mumbai, Imax Wadala has this super-cool ‘Dome’ theatre where the screen is not infront of you but over you on the hemispherical dome, and supposedly 3-D. My experience – I watched ‘The Superman Returns’ in the Globe and unfortunately because the superhero flies in a straight line facing upwards (something like the literal meaning of sky-rocketing!), I couldn't experience any 3-D effects. However, people suggest watching Spideman, whose stunts are largely in the X and Z axis to get the 3-D feel. Besides this, the planetarium feel and the plush interiors are definitely a must experience.

2) PVR - Gold Class: Supposedly has a couch for two to snuggle, cuddle, huddle, nuzzle, nestle….. and free food (limited). My experience – Never explored, representative of the ‘extremely price sensitive market’

3) Fun Cinemas - Love Seats: In Bangalore, Fun Cinemas have these two ad-hoc seats (only) together randomly placed somewhere in the audi, a little misaligned and farther than the usual rows. My experience – just looks vague, you feel like you are in the spot-light which defeats the very purpose of privacy.

So, in short the multiplexes are trying to lure and satisfy the customers every way they can, be it the cleaner loos, cosier love seats, cheaper shows, easier delivery of tickets, or anything else. They are leaving no stone unturned to ensure an 'experience you would love to experience' now and soon again, every weekend.

- Namrta Batra