Movie Magic Report

7/31/2019 Movie Magic Report

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A Report

On

Evaluation of cinema industry scenario in Chhindwara city

Submitted to

MOVIE MAGIC

As Partial Fulfilment of the Requirements of MOVIE MAGIC

From

Post Graduate Diploma in Management

May 2011-2013

Under the Guidance ofDr. Mrs Namrata Vasudeo Jasrotia

Submitted byAnoop .C. Varghese

Ashish Ranjan

Chandramani kumar

Rishitosh Ranjan

XIMJ

Xavier Institute of Management,

Mandla Road, Tilhari, Jabalpur (MP)


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Certificate by the Guide

This is to certify that Chandramani kumar, Ashish Ranjan, Anoop.C.Varghese &

Rishitosh Ranjan has carried out this project report titled Evaluation of cinema industry

scenario in Chhindwara city as partial fulfilment of the requirement of MOVIE

MAGIC from the Post Graduate Diploma in Management 2011-2013 of XAVIER

INSTITUTE OF MANAGEMENT, JABALPUR.

It is also certified that the report presented embodies the original work of the student.

The present report can be forwarded for evaluation.

Dr. Mrs. Namrata Vasudeo Jasrotia

Signature:

Date:


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Declaration by the Students

WE hereby declare that this project report titled Evaluation of cinema industry scenario

in Chhindwara city has been submitted by us, as partial fulfilment of the requirements

of the Post Graduate Diploma in management (2011-2013).

This is the result of original work carried out by us. This report has not been submitted

anywhere else for award of any other degree /diploma.

Anoop .C. Varghese

Ashish Ranjan

Chandramani kumar

Rishitosh Ranjan

Date:


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ACKNOWLEDGEMENT

We would like to express our sincere gratitude to MOVIE MAGIC, JABALPUR who

gave guidance, support, encouragement and valuable suggestions during the making of

this project. We wish to express sincere gratitude to all the office bearers of the

(MOVIE MAGIC) for giving us the opportunities to do such kind of research projects

with them. They have been very helpful throughout our work.

We would like to thank MOVIE MAGIC; we would like to thank Mr. Sunil Thakrey to

source us with useful data and solving the queries.

We would like to thank our Fr. Ranjit Tigga S.J Director XIMJ, Dr. Namrata Vasudeo

Jasrotia, Dean, XIMJ and Ashish xalxo sir and placement cell of XIMJ for giving the

opportunity and permission to do such kind of project without which we could never

have learned so much by just attending the classes but now we have a far better idea of

the practical side of marketing.


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EXCUTIVE SUMMARY

The Indian Film Industry is one of the oldest segments of Indian entertainment industry.

Films constitute about 27% of the entertainment industry in India. The film industry

was given status of industry in the year 2000. In recent years, the Indian film industry

has witnessed marked improvements on all fronts, viz., technology, themes, exhibitions,

finances, marketing and business environment. Indian film industry is also getting

corporatized. FDI in all film related activities such as film production, distribution,

exhibition; marketing etc. is permitted up to 100% for all companies under the

automatic route. The combined revenues of the Indian film industry, including box

office and ancillary revenues, are estimated to have reached a figure of around

Rs.109.2bn in the year 2009. One of the major reasons for a large number of films being

produced and released is stated to be the proliferation of quality film exhibition

infrastructure through multiplexes since 2001. Increased cinema attendance and gross

box office collections, thus, improved the business economics across the film value

chain. Factors like rising consumerism, increase in disposable income, favourable

demographics, lower penetration of multiplexes within the country and boom in retail

sector throw up excellent opportunities for the multiplex sector in India.

The cinema exhibition industry in India is growing at 10% per annum driven by

multiplexes, which are expanding rapidly in major metropolitan cities as well as second

and third tier cities. Favourable demographics in a cinema-crazy nation, tax exemptions,

and quality locations such as malls, are driving growth of multiplexes in India. The

report provides a snapshot of the market including the two segments multiplexes and

single screen cinemas. An overview gives a quick picture of the market with estimated

market size, growth rate and theatre distribution in India. Various business models

adopted by Indian multiplex operators are presented along with typical revenue streams

and cost base. An analysis of drivers reveals that on the supply side - growth in film

industry, improving real estate supply, and favourable tax exemptions have help in

growth of this sector while on the demand side favourable demographics, rising income


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levels and willingness of people to spend on entertainment are increasing footfalls. The

key challenges identified include slowdown in economy, alternate modes of

entertainment, development delays, piracy and uncertainty over entertainment tax

exemptions. The industry is characterized by seasonality, low screen density, increasing

average ticket prices, and reducing shelf life of movies. The key trends identified

include producers by passing distributors, shift to digital cinema, and alternate content

in multiplexes, retail partnerships, and new single screen formats. The competitive

landscape identifies and compares the major multiplex operators in the market since

they dominate an industry where single screen cinemas are highly fragmented.

Comparison parameters include number of screens, number of cinemas, footfalls and

occupancy ratio.

BACKGROUND OF THE STUDY

Movie-Magic Multiplex is an ambitious project of Jabalpur Entertainment Complexes

Pvt Ltd (JECPL). It is the first multiplex of its kind in Mahakaushal region, equipped

with latest technology and quality leisure facilities. The development firm is primarily

promoted by the leading family of Raja Gokuldas of Jabalpur.

Present scenario of competitive market of cinema exhibition centres or multiplex

industry is growing with aggressive rate and this competition is leading organisations to

the untapped market of multiplexes in smaller cities and organisation is trying to

explore the smaller cities and trying to create their strong hold in market.


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NEED OF THE STUDY

The project was an attempt to know the market condition of multiplex industryprevailing in Chhindwara city of Madhya Pradesh.

Despite Big Cinema having first mover advantage & brand name in Chhindwaracity, but there is great amount of dis-satisfaction among the people residing in

Chhindwara regarding cinema exhibition centres in city.

Secondly a study ofconsumers decision making factors is required in order tounderstand their priorities & market scenario which can be worked upon and for

this purpose a research was conducted and according to the responses given by

the people and data analysis, the company will be able to understand its strengths,

weakness, opportunities and threats. Further the report will help the company to

be aware about the market futuristic needs & growth in Chhindwara city.

OBJECTIVE OF THE STUDY:-

Specific objective

Evaluation of cinema industry scenario in Chhindwaracity.General objective

To identify the established & upcoming cinema exhibition centre in Chhindwaracity.

To collect information on expectation of people on cinema exhibition centre inchhindwara city.

To identify best locations for cinema exhibition Centre in chhindwara city.


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RESEARCH METHOLOGY

Research design

Descriptive and Exploratory research design was used to conduct this research.

Descriptive research design helps to know the perception of customers visiting the

cinema hall due to various reasons. And it is also important to explore the various

factors which can attract them for visiting multiplex in the city.

Sample design: Random sampling method was used in this project.

Sample size: Sample size was 60 covering the Chhindwara.

Research tools and techniques

Communication approach was basically structured questioning, that is personal

interview. To serve the purposes, one types of Questionnaire was made.

Source of data

The source of the data was based on primary data and secondary data.

Primary dataPrimary data was collected on the fields directly from the respondent with the help of

questionnaire schedule prepared for the purpose.

Secondary dataSecondary data like history of MOVIE MAGIC, physical and political descriptions ofchhindwara, have been collected from the following sources.

o Company websiteo census survey report

Method of data analysis

Data has been analysed with the help of SPSS. The collected data has been explained

through pie chart, bar graph, column graph with a line graph in the report.


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CHINDWARA CITY PROFILE

Chhindwara City Overview: - Chhindwara city is governed by MunicipalCorporation which comes under Chhindwara Metropolitan Region. TheChhindwara city is located in Madhya Pradesh state of India.

Chhindwara Population 2011:- As per provisional reports of Census India,population of Chhindwara in 2011 is 138,266; of which male and female are

70,444 and 67,822 respectively. Although Chhindwara city has population of

138,266; its urban / metropolitan population is 190,008 of which 97,040 are

males and 92,968 are females.

Chhindwara Literacy Rate 2011:- In education section, total literates inChhindwara city are 112,532 of which 59,892 are males while 52,640 are

females. Average literacy rate of Chhindwara city is 90.37 percent of which male

and female literacy was 94.49 and 86.10 percent.

Chhindwara Sex Ratio 2011:- The sex ratio of Chhindwara city is 963 per 1000males. Child sex ratio of girls is 946 per 1000 boys.

Chhindwara Child Population 2011:- Total children (0-6) in Chhindwara cityare 13,745 as per figure from Census India report on 2011. There were 7,062

boys while 6,683 are girls. The child forms 9.94 % of total population of

Chhindwara City.

Chhindwara Metropolitan Areas: - Chandangaon, Chhindwara, EmaliyaBohata, Khajari, Khapabhat, Kukadajagat, Lonia Karbal, and Seoni Pranmoti.

Chhindwara cinema exhibition centres:-1.alka (big cinema) 2.Pankaj cinema.3.patni cinema 4.Raj cinema


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Chhindwara City Total Male Female

Population 138,266 70,444 67,822

Children (0-6) 13,745 7,062 6,683

Average Literacy

(%)

90.37 94.49 86.10

Sex ratio 963

Child Sex ratio 946

MAJOR CONSTRAINTS OF THE STUDY

Subjectivity is the main limitations of such studies. It is very difficult to verify theresearch results. Also the replications of the same group of respondents produce

different research results. Verifications very difficult particularly when the

primary data has been collected and used as we have done i.e. main emphasis are

on primary data in this project

These sorts of projects take generally longer period than other ones. The time bywhich the research results are presented. Situation may undergo a change. Hence,

time gap may effects the successful implementations of research results.

The study is based on information gathered by self it may happen that unwillinglymissed some important point during the approach.

Distance is also a big constraint in this kind of research because the coverage areaof this research.


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Chapter IV

Data Analysis

Table No. 1

Respondents name

Source: Primary Data

Interpretation

The above graph shows the total frequency and percentage of respondents who are being interviewed.

020

4060

80100120

Abdulsazid

AkhileshBara

Anupsoni

A

shishVishwas

BantiYadav

ChintuGharu

Durgesh

Hitesh

Machindra

mohitjain

MukeshPatel

NitinRay

Pradip

R

ajeshNagoria

Saloman

Satyendra

S

hivamN

arang

Tanvir

Umesh

VivekSingh

Total

Frequency

Percent

Valid Percent

Cumulative Percent


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Table No 2.

Frequency of Visit


Interpretation

The above graph shows the frequency of visit is highest in the segment Twice in a month that is

maximum 26.66 percentage.

0

20

40

60

80

100

120

Once in

a week

Once in

a month

Once in

three

month

Twice in

a month

Less

often

Total

Frequency

Percent

Valid Percent


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Table No 3.

Best Theatre/Multiplex


Interpretation

The above graph shows the users of Big cinema is maximum percentage that is 95 and the second one

is Pankaj cinema consisting 5 percentage.

0

20

40

60

80

100

120

Bigcenema Pankaj Cinema Total

Frequency

Percent


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Table No. 4

Show Time


Interpretation

The above graph shows the most preferred show time by the respondents is 41.66 percent that is Night

show and the second preferred timing is in the percentage of 28.33 that is of Evening show.

0

20

40

60

80

100

120

Morning Afternoon Evening Night Total

Frequency

Percent


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Table No. 5

Level of Satisfaction


Interpretation

By this graph, we can say that the percentage of level of satisfaction is 58.33 that is in good segment.

0

20

40

60

80

100

120

Excellent Very good Good poor 5 Total

Frequency

Percent


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Table No. 6

Facilities in Multiplexes/Theatre

Source: Priamary Data

Interpretation

The above graph shows that Parking is one of the most formidable facilities that is in the percentage

of 26.33.

0

20

40

60

80

100

120

Price AC Parking Power

Back Up

Seat Type Total

frequency

Percent


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Table No. 7.

Purchasing medium of Ticket


Interpretation

The above graph shows that the purchasing medium of ticket by the respondents is from Ticket counter

which is in maximum percentage i.e 66.66 and by online it is in the perentage of 23.33.

0

20

40

60

80

100

120

Ticket counter Online or

Telephonic

Both Total

Frequency

Percent


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Table No. 8

Purchasing food/Beverages


Interpretation

By the above graph, we can say that the percentage of purchasing food is 71.66 and the remaining

28.33 percentage doesnt purchase.

0

20

40

60

80

100

120

no yes Total

Frequency

Percent


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Table No 9

Satisfaction level with existing one.


Interpretation

The above graph shows that the percentage of respondent who are highly unsatisfied is 63.33 and the

remaining percentage that is 36.67 is neutral means having no opinion.

0

20

40

60

80

100

120

highly unsatisfied neutral Total

Frequency

Percent


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Table No 10.

Opinion about new one


Interpretation

By the above graph, we can say that the 100 percent of the respondents are agree that there should be a

new multiplex, means 100 percent are in the support of new multiplex.

0

20

40

60

80

100

120

Frequency Percent

yes

yes


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Chapter V

CONCLUSION

The present study aims at studying the impact of theatres/multiplex in terms of selection criteria for

choosing theatre, seeking facility etc. Primarily it is vital to know the relevance of measuring the

Theatre effectiveness. We need to realize that the main objective of Theatre impacts on customers. It

has been concluded that in most of the research studies, customers were having positive perceptions

and impacts towards media. The media especially television, satellite channels certainly affect the

lifestyle of individuals. Decision Makers tend to buy the products advertised by media, irrespective of

its cost. From the present study, it can be concluded that there is a significant impact of media on

Decision Makers on these parameters. Customers find the brand name. They believe that the facilities

by theatre to the relevant and consider them while taking decisions. So, the Movie Magic needs to

understand the needs and preferences of the Customers before Finalizing the marketing Strategy.

Scope for future Research

Further research can explore how communication variables (viz. purchasing medium of tickets,

selection criteria for theatres, location impacts etc) for different categories of products and services are

influenced by the presence of communication about these products and services on media and if

possible, figure out the metrics that may be used to measure the effectiveness of Theatres on

customers.


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Suggestion/Recommendation


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REFRENCES


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Annexure I

Put the questionnaire here and if you have maps .

Movie Magic Report

Documents

Transcript of Movie Magic Report