Beyond the movie

That multiplexes are a complete entertainment space and not just a screen to catch the latest flick is being proved by more ways than one. In a recent study, patrons of multiplexes were requested to categorise 10 to 12 pre-decided multiplex offerings between three attributes, namely core, value adds and frills, according to level of their importance. It has thrown up some very interesting results, which multiplexes must give a heed to:

1. Food (Restaurants) has been held as a core value in a multiplex, by all the patron categories, viz, a) young adult married/families b) young adults (males and females), c) young adults married-female and d) students.

2. Seat comfort is also an attribute that has been held as a core value by all the groups.

3. Parking has been held as a core value by the young adult married/families even as for young adults, it is a value add and for the students, it makes only a frill.

4. While price is a core concern for the students and the young adults, it is not so with the category-young adults married-female and young adults married/families.

5. Shopping option in a multiplex has been held as a core concern by the young adults married-female category, as well as by the students. For young adults, it is a value add in a multiplex, whereas for families/young adult married category, it is a frill.

For the study, select multiplexes were chosen in Mumbai, Delhi, Ahmedabad and Lucknow. It was commissioned by Fun Cinemas, with the help of the Indian Market Research Bureau (IMRB).