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ENTERTAINMENT Presenting by: Robin Huyam

Entertainment updated

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ENTERTAINMENT

Presenting by:

Robin Huyam

REFERENCE

• en.wikipedia.org

• ibef.org

• www.moneycontrol.com

• www.slideshare.net

• S.M. Jha

OVERVIEW

• What is Entertainment? / Kinds of Entertainment/ Evolution of Entertainment

• Major players

• Two major players

PVR – 7 P’s and STP

SONY Pictures – 7 P’s and STP

• Growth prospect & company’s future trend and latest trend

WHAT IS ENTERTAINMENT?

• Entertainment is a form of activity that holds the attention and interest of an audience,

or gives pleasure and delight. It can be an idea or a task, but is more likely to be one of

the activities or events that have developed over the years specifically for the purpose of

keeping an audience's attention.

KINDS OF ENTERTAINMENT

• TRADITIONAL LIVE ENTERTAINMENT INDUSTRY

Theatre

Play writers, Actors and Theatre directors

• MUSIC INDUSTRY

Composers, Songwriters, Singers and Musicians

Orchestra

• PUBLICATION INDUSTRY

Authors, Journalists, Publishers and Printers

• MASS MEDIA INDUSTRY OF RECENT TIMES

Films studios and Cinemas

Theme parks and adventure sports

Game parlors

TYPES OF ENTERTAINMENT

• Children Entertainment

• Live Entertainment

• Public Entertainment

• Corporate Entertainment

EVOLUTION OF ENTERTAINMENT

Sports, live

events

e.g. Gladiator

fights, animal

fights

Circus, theatre

shows

e.g. Magic

shows

Games and

Adventure

sports

e.g. Parkour

TV, movies

e.g. Animation

Print

publications

e.g. Comics

and books

THE EATING MACHINE

MAJOR PLAYERS

MARKET SHARE

PVR

SEGMENT, TARGET AND POSITIONING

SEGMENT

• Premium Customers – PVR Gold

• Urban – PVR Cinemas

• Non metro (Tier 2 and 3 cities) – PVR Talkies

TARGET GROUP

• Urban and semi urban middle and upper middle class audience

POSITIONING

• A commitment to deliver the best quality cinema viewing Every Where, Every Time

INTRODUCTION

• Priya Village Roadshow (PVR) Cinemas is one of the largest cinema chains in India.

• The company, which as a joint venture agreement between Priya Exhibitors Private Limited

and Village Roadshow Limited in 1995 with 60:40 ratio, 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’S 7 P’S OF MARKETING

Service Product:

The core benefit is the MOVIES that a customer comes to a cinema hall along with the

attendant experience of PVR Cinemas. Thus, we can say the following are the

expected product in the case of PVR :

• Luxury Cinema.

• Bulk Cinemas.

• E-Booking and Tele Booking.

• Parties at PVR.

• Movie newsletter and vouchers.

Price:

•PVR when it initially started off had a huge advantage of being only one of

its kind in Delhi to begin with. Therefore they could charge a higher amount

to its customers as they were willing to pay it for the new concept. This high

pricing helped them make maximum gains.

•In the case of PVR, they make use of all their tangible elements to prove to

the customers that the movies tickets are worth the price they are paying for

it.

•Prices that had originally started at Rs. 125(for evening shows) and Rs.

90(for morning shows) have gone upto Rs. 150 and Rs. 100 respectively.

•New weekend releases are priced at higher rates ranging from Rs.250-

Rs.300 according to the seating preference.

•PVR has a slightly different pricing system which varies from Rs.45 to

Rs.150 for different slabs of customers.

•The pricing at elite PVR Cinemas such as PVR Europa is Rs. 160 and Rs.

750 for a Gold Class ticket. It offers superior ambience, environment,

seating, viewing etc. in the sum.

Place/Distribution:•The factor of location is very important keeping in view the potential markets in

terms of channel selection and distribution.

•All PVR cinema halls are stationed at good locations in the city.

•This enables them to gather a number of footfalls everyday.

•PVR opens its outlets at eventful yet untapped locations.

•PVR has no other channel of distribution, as their service is sold solely at their

chains.

•The only intermediary is the Indian as well as international movie distributors

to procure their movie prints.

Promotion:

•Promotion is a very vital part of the marketing mix especially in the case of services.

•PVR as a brand indulges into print advertisements on every Friday giving out the

latest movie schedule.

•Any new developments are communicated to the customers via press releases.

•They are also in collaboration with cellular services like Airtel which have SMS and

win contests which promote both brands significantly and give out free tickets to the

lucky customers.

•PVR hosts various premier shows with leading movie stars visiting the cinema.

PeopleEmployees are internal Customers.

• 30 employees at the corporate level.

• 50-60 employees at each cinema headed by a Cinema General Manager.

• For the customers convenience, The nature of all employees is very friendly,

informed, helpful, reliable, soothing, cheerful and youth-like. Therefore, the audience

can easily relate and communicate with them.

PHYSICAL EVIDENCE

• Ambient factors.

• Design Factors.

INTERIOR

EXTERIOR

PROCESS

• It was the first cinema company to introduce computerized ticketing through use of

international box office software in its cinemas.

• First cinema to accept credit cards in India against tickets.

• First to offer cinema tickets on Internet with online payment gateway for payment.

• PVR was the first to install surround sound and Dolby in Delhi.

• Gurgaon 7 screen megaplex is equipped with the latest THX approved sound system for

the real life sound effects and the state of the art Xenon based projection technology.

SONY PICTURES

SEGMENTATION

Segmenting the market generally by

Gender

Age

Region

TARGETING

Targeted segment should be

• identifiable

• measurable

• should be accessible for marketing communication and distribution

POSITIONING

Positioning is done based on which genre does movie belong to?

• The marketability of the film with regards to the

consumer’s lifestyle

social networks

media consumption

behavioral pattern

• has to be considered while positioning the movie to target audience.

7 P’S

• Product remains totally in the hands of creators i.e. directors or producers.

• Price is governed by laws, theatre policies and regulations.

• Place and Promotion are two important tools of marketing mix to achieve targeted

results. They vary from product to product.

• Process is about customer focus, IT supported, design features.

• People mainly about actors and actress, apart from that individuals from marketing

activities.

• Physical evidence are the surroundings of inside of a theatre.

GROWTH PROSPECT & COMPANY’S FUTURE TREND AND LATEST TREND

GROWTH PROSPECTOutlook for major segments of the Indian Entertainment & Media Industry in 2011-2015 are as

follows:

• Television: The sector is projected to command half of the entertainment pie by 2015 as it is estimated

to grow at a robust 14.5% cumulatively over the next five years, from an estimated INR 306.5 billion in

2010 to INR 602.5 billion by 2015.

• Film: The sector is projected to grow at a CAGR of 9.3% over the next five years, reaching

INR 136.5 billion in 2015 from the present INR 87.5 billion in 2010.

• Print media: The sector is projected to grow by 9.6% over the period 2011-15, reaching INR 282 billion

in 2015 from the present INR 178.7 billion in 2010.

• Radio: The sector is projected to grow at a CAGR of 19.2% over 2011-15, reaching INR 26.0 billion in

2015 from the present INR 10.8 billion in 2010.

• Music: Due to the tremendous uptake of the mobile VAS MARKET , the sector is

projected to grow at a CAGR of 17.6% over 2011-15, reaching INR 21.4 billion in 2015

from INR 9.5 billion in 2010.

• Internet advertising: With rebound in overall advertising, internet advertising too is

projected to grow by 25.5% over the next five years and reach an estimated INR 24.0

billion in 2015 from the present INR 7.7 billion in 2010.

• Out of home (OOH): The estimated size of Out of home (OOH) advertising spend is

INR 14.0 billion in 2010, which is projected to reach INR 24.0 billion in 2015.

• Animation, gaming and VFX industry will continue to maintain its growth pace and is

projected to grow at a CAGR of 21.4% to INR 82.6 billion in 2015 from its current size of

INR 31.3 billion.

FUTURE TRENDS

• The Top Ten Entertainment Trends for the 21st Century

• New digital technologies will reshape the economics, production, distribution, and marketing

of the entertainment industry.

• Traditional media enterprises must learn to adapt new Internet and computer technologies to

maintain competitiveness.

• The convergence of the Net with TVs, telephones, kiosks, autos, and wireless devices will

create many new media channels.

• On-demand interactive entertainment content that is personalized for our preferences will be

a standard feature.

• Advanced virtual reality bundled with digital agents and holographic entertainment worlds will

transform our experience of entertainment.

• Movie theaters will receive digital broadcasts and satellite downloads of movies, video

conferencing, and other interactive programming.

• Faster, smarter, and more powerful multimedia communications devices will enhance our

capacity for producing and distributing entertainment.

• Digital TV will provide new programs where we will experience real-time participation with

the media content, personalities, and shows.

• Edutainment, the merger of entertainment and education, will offer a new genre of

programming that will be greatly in demand.

• Nontraditional entertainment producers, empowered by Power Tools, will change the

industry, offering new products, channels, and innovations.

CURRENT TRENDS

• Home theatres

• You-Tube to be enabled viewing offline through mobile handset

• Online television

• Motion gaming