Cinema Services

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PVR Cinema services

History
The Company was incorporated on April 26, 1995 under the Companies Act as "Priya Village
Roadshow Limited" and obtained a certificate of commencement of business on December 4,
1995. On June 28, 2002 the name of our Company was changed from "Priya Village Roadshow
Limited" to "PVR Limited" consequent to the exit of Village Roadshow Limited from our
Company. We also changed our registered office within the same state from 50, West Regal
Building, Connaught Place, New Delhi 110 001 to 61, Basant Lok, Vasant Vihar, New Delhi 110
057. The change in registered office has been approved by resolution of our Board on August 5,
2005.
PVR Cinemas is one of the cinema chains in India. The Company, which began as a joint
venture agreement between Priya Exhibitors Private Limited and Village Road show Limited in
1995 with 60:40 ratio began its commercial operations in June 1997.
The company has its origin as Priya Love Vikas Cinema in Vasant Vihar in South Delhi, which
was bought by current owner Ajay Bijli's father in 1978, who also owned trucking business,
Amritsar Transport Co. In 1988, Bijli took over the running of the cinema hall, which was
revamped in 1990, and its success lead to the founding PVR Cinemas.
The Bijli family, a distributor of Hollywood films on India started the multiplex business in 1997
in association with Village Roadshow pictures, an Australian media company, with the launch of
PVR Anupam in Saket, city's first multiplex. In 2003, ICICI Ventures invested Rs 40 crore in
PVR when Village Roadshow decided to pull out of the partnership. On 29 November 2012,
PVR Cinemas bought 69.27% of the shares of CineMAX from its promoter for 395 crore
Rupees, making PVR the largest Cinema-chain in India.
PVR has 421 screens in 97 locations across 41 Indian Cities. It plans to reach 500 screens by
2015.

State/Territory

City

National Capital
Region (India)

Theater
Locality

Number
of Screens

PVR Priya

Vasant Vihar

01

PVR Rivoli

Cannaught
Palace

01

PVR Prashant Vihar

Rohini

03

PVR Select Citywalk

Saket

06

Vikaspuri

03

PVR Naraina

Naraina

04

PVR Fun City

Prashant Vihar

03

PVR Anupam

Saket

04

PVR Selectcitywalk

Saket

05

PVR Plaza

Cannaught
Palace

01

PVR Director's Cut

Vasant Kunj

04

PVR Crown Plaza

Sector 15

02

Theater Name

PVR Vikaspuri

Delhi

Faridabad

PVR East Delhi

Ghaziabad

Gurgaon

Haryana

Panipat

Kaushambi

03

PVR Opulent

Gandhi Nagar

03

PVR Mahagun

Vaishali

04

PVR Ambience

Sector 24

07

PVR Sahara

M G Road

02

PVR MGF Metropolitan

M G Road

07

PVR Fun City

PVR Flamez

Ludhiana

Punjab

Chandigarh

07

Ferozpur Road

04

PVR Pavilion[6]

Fountain
Chownk

06

PVR Silver Arc

Ferozpur Road

06

Ajitgarh

PVR Mohali

09

Jalandhar

PVR MBD

04

PVR Centra

04

PVR Elante

08

Chandigarh

PVR Aura

07

PVR Crown

04

Ujjain

PVR Treasure Bazaar

03

Indore

PVR Treasure Island

05

Raipur

PVR Magneto

04

PVR Rama Magneto

04

PVR Surya Treasure Island

04

Bhopal

Madhya Pradesh

Chhattisgarh

Bilaspur

Bhilai

Dhanbad

PVR Centre Point ( opening
soon )

Bank More

04

Sec 3c

03

Aminjikarai

07

Jharkhand
Bokaro

PVR The Bokaro
( opening soon )

Mall

PVR Skywalk

Tamil Nadu

Uttar Pradesh

Chennai

PVR Marg Junction

09

PVR Grand

Velachery

05

Allahabad

PVR Vinayak City Center

Civil Lines

04

Lucknow

PVR Sahara Ganj

04

West Bengal

Rajasthan

PVR Phoenix United

06

PVR Avani

04

PVR Diamond Plaza

05

PVR Celebration

04

Kolkata

Udaipur

PVR Forum

Koramangala

11

PVR Orion

Rajajinagar

11

PVR Marketcity

Whitefield

09

PVR Xander(Opening Soon)

Whitefield

09

PVR Elements(opening soon)

Thanisandra

07

PVR Vega(opening soon)

Bannerghatta
Road

11

Bangalore

Karnataka

Mangalore

Hubli

Mysore

Telangana

Hyderabad

PVR Mangalore Forum

06

PVR Laxmi Pride

04

PVR Garuda (Opening Soon)

04

PVR Central

Panjagutta

05

PVR R K Complex

Vijayawada

Banjara Hills

03

PVR Inorbit Mall

Cyberabad

06

PVR Forum Mall

Kukatpally

09

PVR Ripples

04

Andhra Pradesh
Visakhapatna PVR V-Square
m
soon)

Kerala

Kochi

(Opening

PVR LuLu Kochi

04

Edapally

09

Navavadaj

06

PVR Motera

Motera

4

PVR RahulRaj

Athwa

08

PVR Acropolis
Ahmedabad

Gujarat
Surat

Maharashtra

Vadodara

PVR Deep

Old Chhani Road

03

Mumbai

PVR Juhu

Juhu

05

PVR Nirmal

Mulund

06

PVR Oberoi

Goregaon

06

Lower Parel

07

PVR High Street Phoenix

PVR Phoenix MarketCity

PVR Citi

PVR Milap

Nagpur

Aurangabad

Nanded

Kurla

09

Andheri

05

Kandivali West

04

PVR Empress

05

PVR Aurangabad

03

PVR Nanded

04

PVR Phoenix MarketCity

Viman Nagar

09

PVR Koregaon Park Plaza

Koregaon Park

07

Pune

Latur

PVR Latur

03

Review of Related Literature
Cinema services can create not only temporary phenomenal experiences but also change the
cultural climate. Persson (2003) exemplifies that a cinema might introduce a new theme, style, or
convention that transforms the way in which the critics, authors, and audience understand
literature and the rest of the world. Since cinema is closely related to different life styles and
beliefs that define human society, its semiotics and articulation remain inseparable from various
individual, intellectual, social and cultural developments. Hence, cinema across the world is
studied in its extensive arena, from micro to macro levels–and typically found movies to be
powerful instruments in influencing the attitudinal change, emotional impact, education, life
styles, health and other behaviors.
The current chapter “review of literature” mainly focuses on seven categorized sections of
various studies –the first section explores the global culture of cinema viewing. The second
section discusses various studies on the trends and preferences of movie goers, in the age of
media convergence. The third emphasizes on various studies dealt with Hollywood cultural
imperialism. Fourth section covers the studies on various social stereotypes created by

Hollywood. Fifth section covers the gender images in Hollywood cinema, while the sixth
discusses the influence of Hollywood cinema on the youth consumption behaviors of various
lifestyle products. The final section focuses on the studies that dealt with the influence of
Hollywood cinema on youth acts of deviance and lifestyle allied risk behaviors like Sexuality;
Lookism; Violence, Aggression and Profanity; Smoking; and Alcoholism.
A study by Cuypers et al., (2011) concludes that participation in receptive and creative cultural
activities like watching good cinema, attending music concerts etc.,was significantly associated
with good health, good satisfaction with life lowering anxiety and depression scores in both
genders.
Scarmeas et al., (2001) says they may help to stay mentally sharp. However, Von Otter (2008) in
an empirical investigation observed that children, who prefer watching cinema as a leisure
activity more than any other artistic hobby, tend to have a higher prevalence of mental disorder
diagnoses than adults.
Cinema plays an important social inclusion role, reaching out to otherwise under-served elements
of the local population (Hudock, 1993; The British Film Institute and the UK Film Council
Report, 2005).
Gabriel (1998) states that films can create interest, stimulate discussion and encourage enquiry
when they are used effectively. They can create a significant impact on some peoples ‟ political
views, specifically and perhaps even generally in terms of political orientations (Sadow,
2004).An exploratory analysis on use of cinema in business pedagogy demonstrates that there is
receptivity by students to learn business concepts with the use of movies as a tool(Giunta, 2007).
Payne et al.(1998) applied “Pleasure, Arousal and Dominance(PAD)”mood theory to examine the
relationship between movie viewing and mood and found that two opposing moods can exist
simultaneously.
Sisto and Zanola, (2004) have tried to prove the addictive demand for cinema. A study on multi
counties (Australia, Canada, Italy and Switzerland) found that consumers seems to associate
artistic and cultural products with specific countries and US was found to be perceived favorably
with respect to popular art such as action movies and Jazz (d‟Astous et al.,2005). In the process
of analyzing the competition as a crucial determinant to explain cinema demand in 13 European
countries (Austria, Belgium, Denmark, Finland, France, Germany, Italy, Luxembourg, Norway,
Netherlands Spain, Sweden, and UK),have noticed that both the production and distribution side
of European cinema market are controlled by Hollywood majors.
Liponen et al. (2003) study on notion of cinema-going in Europe with concept of „Social Actor‟
revealed that the cinema-goers have their own interaction rituals, linguistic cultures and cultural
others, where teenagers and young adults usually practice the low cinema language norms.
Addictiveness among Korean consumers, notably youth, is stronger for imported movies than for

domestic movies (Kim and Park, 2004). This study observed an undesirable influence of
gratuitous sex or violence of Hollywood movies on young and impressionable moviegoers thus
becoming a contributing factor for cultural nationalism and protectionism.

PVR cinema blueprint

Physical evidence

 Parking lot
 Exterior or
actual building

Customer interaction

Arrive
at
theate
r

 sign with
titles and
star line

Decide
on
what move
to see and
what
time



Line
holders

 Employee
 Money
 Actual
ticket
 computer

Refreshment
stand
 Actual
refreshment
 Employee
 Money


Rece
ive
ticke
t

Get
in
line

Contect person

Back stage

On stage

Line of interaction
Employee
greets
you,
give
you
ticket
and
take
your

Line of
visibility

Employee
takes money
and gives you
refreshment

Online ticket
sales

Line of internal
interaction

Supportive process

Computer
processing

vidence

Get
refreshment
and use rest
-room

 Sign to movie
 Door to
theater

 Interior of
theater
 Steps, seats,
lights and
screen

 Lights dim
 Movie
begin

 Lights
brighten
 Credits roll

Preparation
of
refreshment

 Parking lot
 Exterior of
building

Customer interaction

Find
the
right
theate

Find a
seat

“Watc
h
movie”

Put jaket
on and
exit
theater

Employee
dims the light
and starts
movie
projector

Employee
brightens light

Leave
buildin
g and
get in

Users and
other moviegoers

Contect person

On stage

On stage

Line of interaction

Line of visibility

Line of internal interaction

Employee
cleans the
theater

Supportive process

Projection
system

RECOMMENDATIONS & ACTION PLAN
Staff Grooming At Ticket Counter:
The staff member has to be more responsive and polite to the customers, for that it is needed that they should be
more extrovert and communicative to the visitors.

Attractive Choice Of Menu And Taste:
The authority can ask the vendors in the campus to come up with certain new munchies and can also allot the
vacant space in the campus to new caterers .And cost should be within limit that fetches profit for the vendor and is
also able to attract customers.
Cleanliness Of Wash Room:
Special attention should be given on cleanliness of the wash room area to provide the customers a hygienic
environment.
Overall Eating Experience V/S Overall Experience At Big Cinema:
From the core relation between these two it is clearly visible that overall eating experience is affecting overall l
experience at PVR Cinema and at the ticket counter customers are not satisfied. So the focus should be at snacks
counter to increase the overall satisfaction level.
Customer Relationship Management:
Customer relationship management is a critical factor to increase market share .For that PVR Cinema has to
collect the data base of the customer and it can be done at the ticket counter while booking ticket customer can be
asked some basic information and this information can be used for mobile marketing.
Attractive Gift Ticket:
To increase customer’s visiting frequency some attracting gifts ticket can arranged such as giving the 5thticket free
after 4thvisit, but for the 5thvisit administrator has to set s specific time during which the visit of customer is
currently very less.

PVR Logo:

Exteriors Design:

Parking:

Interior Design:
Ticket Window

Inside Theater: Seating and Screen

Questioner
Dear respondent,
We are students of Master of Business Administration in Marketing Management.We are
perusing our Sem-IV from Centre for Management Studies (Ganpat University). We are
requesting you to spare some time to fill this questionnaire. It is entirely for the purpose of
carrying out research for our studies. Kindly co-operate us.

(1) What is your Age Group? [ ] Below 18
(2) What is your Occupation? [ ] Student

[ ] 18-36

[ ] 37-55

[ ] Business

[ ] Above 55

[ ] Job Worker

[ ] Retired

(3) How much you’re monthly Income?
[ ] Less than 10,000

[ ] 10,000-20,000

(4) Are you visiting to PVR cinema?

[ ] 20,000-40,000
[

] Yes

[

[ ] More than 40,000

] No

Perceptions in Reliability Dimension:
Sr.
No
5

6

7
8

9

Statements
When PVR Cinema promises to do
something by a certain time, they do as them
promises.
When you have a problem, in Cinema
service PVR Management taking a sincere
interest in solving it
PVR Cinema service Manager performs the
service right at the time.
PVR Cinema service provides its services at
the time it promises to do so.
(eg. Wends day)
The PVR services keeps customers informed
about when the next schedule will be
performed.

Strongly
Disagree
1

Disagree

Neutral

Agree

2

3

4

Strongly
Agree
5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

Strongly

Disagree

Neutral

Agree

Strongly

Statements in Assurance Dimension:
Sr.

Statements

No

Disagree

Agree

10

Service provider gives you a prompt service.

1

2

3

4

5

11

Service providers are always willing to help
you.
Service providers are never too busy to
respond to your request.

1

2

3

4

5

1

2

3

4

5

Strongly
Disagree
1

Disagree

Neutral

Agree

2

3

4

Strongly
Agree
5

1

2

3

4

5

Strongly
Disagree
1

Disagree

Neutral

Agree

2

3

4

Strongly
Agree
5

1

2

3

4

5

1

2

3

4

5

Strongly
Disagree
1

Disagree

Neutral

Agree

2

3

4

Strongly
Agree
5

1

2

3

4

5

1

2

3

4

5

12

Statements in Empathy Dimension:
Sr.
No
13
14

Statements
Service providers are consistently courteous
with you.
The service managers have the knowledge
to answer your questions.

Statements in Responsiveness Dimension:
Sr.
No
15
16
17

Statements
PVR service gives you individual attention.
PVR Cinema has employees who give you
individual attention.
The service manager and employees
understand your specific needs.

Statements in Tangibles Dimension:
Sr.
No
18
19
20

Statements
Their service facilities are visually
appealing.
They provide convenient service facilities.
PVR service of cinema has convenient
office hours.

21. Overall satisfaction toward PVR cinema.
[ ] Highly Disagree [ ] Disagree

[ ] Neutral

22. Will you visit again the PVR Cinema? [ ] Yes

[ ] Agree

[ ] Highly Agree

[ ] No

Thank You For Given Your Valuable Time

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