Diksha Mehta plans to take her grandparents to the same movie theatre every Wednesday. No, her grandparents have not found a new idol to worship. Just that the facilities got even better.
Movie exhibitor
PVR has started using market segmentation to cater to specific viewer needs. To become senior citizen friendly, PVR ensures that the lights are not completely dim during the particular Wednesday show, in addition to complimentary hot beverages. The chain offers assistance in guiding senior citizens to rest rooms.
The PVR chain is soon launching a show for office-goers on Monday or Tuesday evenings and will pamper them with energy drinks for no additional cost. Currently, PVR runs a 'cry baby show' for mothers walking in with infants every Sunday, for a late morning show.
The chain is also permitting the entry of prams and is also considering letting maids into cinema halls to take care of the children while the moms focus on the silver screen.
Increasingly, movie exhibitors are using every trick in the marketing books to attract viewers. Industry experts say it's no longer about screening movies. It's about ensuring that viewers choose one theatre
chain over the other, even if it means travelling the distance.
Till mid-February, Shringar Cinemas offers viewers the chance to win a 'cool' sports car, the Sanstorm at its Fame Multiplexes. Other offers at Fame include getting a guaranteed free holiday for a couple. To be sure,
Shringar Cinemas are not the only ones