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.