September 26 93
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Transcript of September 26 93
Problem Statement
Cinema today is in a transition mode. It is growing towards adopting technologies that are being developed. This would ease the process on the business
front by reduce the cost of operations.
The technical aspect of cinema would also be enhances by better quality in sound, picture.
These developments are also being seen in other segments of entertainment that include television. With digital delivery gaining popularity and
recording of television content made easy. The need to go to the theater to watch a movie is reduced. So why would they leave this convince to go to
the theater to watch a movie.
It is the experience of going to the theater that makes the difference. It is the out of home activity that people are taken in to.
This project proposes to make the cinema going experience for a customer more pleasant by easing the process involved through the
use of the technological development that is taking place in the cinema industry.
Making the trip to the cinema more interactive an fun.
Making the entire cinema a unified package.
Problem statement
Research
Analysis
Synthesis
Redefined Brief
Brainstorming
Concept
Detailing
Market
Theater
Consumer
Technology
Design Process
Research
Market Understanding
The Indian Entertainment has grown at double the pace of other Industries at
19% CAGR. This shows the scope of the market and its potential for expansion.
When segregated the Entertainment industry consists of the television Industry
which has a major holding and then the print and thirdly the film industry. But
today, the Entertainment Industry is in a consolidation phase as boundary lines
between films, music and television are fast disappearing. Skills and resources
are being pooled extensively.
The Indian film Industry is the largest in the world in terms of the number of
films produced per year and number of tickets sold it contributes to nearly 27%
of the total revenues of the entertainment industry. Approximately twenty-
three million Indians go to see a film every day. The overseas market has
become increasingly lucrative for Indian producers with most films realizing 15-
20% of their income from overseas
The FICCI-KPMG study values the Indian film industry at $2.11 billion and
projects its growth at 9.1% till 2013. the accordance of the Industry' status to
the film industry, satellite channel penetration, the retail boom in the channels
for music sales, the use of digital technology in all spheres of entertainment and
the growth of multiplexes have contributed to the growth of this sector.
Growth rate of the Entertainment Industry
Segmentation of the Entertainment Industry
Growth Forecast for Entertainment and Film Industry
Cinema Houses
Movie theaters are commercial operations catering to the general public who
attend by purchasing a ticket. The movie is projected with a movie projector
onto a large projection screen a front of the auditorium.
India currently has 11500 existing screens, 95% are
standalone, single screens. These single screen cinemas are poorly maintained
as the owners find it difficult to upgrade and renovate their
facilities, due to unavailability of organized finance. The deteriorating
quality of these cinemas dissuaded viewers and they started using
alternative viewing options. Customers would see movies on
pirated disk. Specially in smaller towns were the movie would arrive a few
weeks or even a few months after its release. Thus the cinema exhibition
industry slowly declined but today with new multiplexes coming
up in cities this is slowly changing.
The box office or ticket counter was a single manned outlet
where the issuer would just give you the ticket after a long wait.
The posters of the film were usually hand drawn and static
and did not provide opportunity for any kind of change.
The projector would project the movie from a 35mm reel
which would detroit over time and was also bulky.
The quality of picture and sound was not too good, so were the interiors and the
restrooms.
Cinema Houses- the change
The great picture quality, sound, even the variety of popcorn are all part of the
new multiplex Industry. This exciting approach to exhibit movies has adopted
new technology, variety and flexibility into their overall package. Multiplex
theaters often feature regular seating however the screens are often smaller
than those found in traditional movies. Multiplexes have access to prime
locations as a large number of mall developers are considering setting up movie
theaters to attract footfalls in the mall. Multiplex operators
are emerging as anchor tenants for malls and are therefore being offered
attractive rental rates.
The box office can offer a large variety of movies for their
viewers typically, 7 movies can run simultaneously in a 4 screen multiplex.
The options for booking are also varied from online, to mobile or agents.
The signages that are available in cinemas today are Digital
which give the manager the option of flexibility.
projection too has improved with satellite delivery and
digital projection.
with all these changes the customer get a wide range of
choice and improved quality in teams of picture, sound effects and comfort.
The journey of multiplex in India was started in 1997 with inauguration of first
multiplex Priya Village Roadshow (PVR) Saket in New Delhi.
The largest Multiplex in India is the 11 screen multiplex by PVR at The Forum,
Bangalore
Film Production, Distribution and Exhibition process
It starts with the big idea Someone has an idea for a movieThen an outline is created and use to promote interest in the idea. A studio or independent investor decides to purchase rights to the film. People are brought together to make the film. screenwriter, producer, director, cast, crew.
The film is completed and sent to the studio. The studio makes a licensing agreement with a distribution company. The distribution company determines how many copies or prints of the film to make. The distribution company shows the movie screening to prospective buyers representing the theaters. The buyers negotiate with the distribution company on which movies they wish to lease and the terms of the lease agreement. The prints are sent to the theaters a few days before the opening day. The theater shows the movie for a specified number of weeks called “The Engagement”. I buy a ticket and watch the movie.
At the end of the engagement, the theater sends the print back to the distribution company and makes payment on the lease agreement
Drawbacks of traditional Film Distribution
•A ‘prediction’ of how the film will fare determines the number of copies of the film to be made for distribution.
•Too few or too many copies of the film causes ‘loss’ to the distributor.
•The ‘process of transporting the film’ to the cinema and back is physical and laborious.
•The prints get deteriorate as it gets used, this ‘reduces its quality’.
•As it cannot be simultaneously screened in all cities there is scope for piracy.
Cinema Process
2
5b
1
5c
4
3
5a
1. Digital or 35mm Video2. Encryption center3. Dispatch center, control room4. Satellite5a. Single Screen5b. Multiplex5c. Digital Advertising
Advantages of Digital Cinema
Ease in operationsReduced financial expenditureSimultaneous release of the movie in II and III tier towns as well as international Movie distribution has become much more simpler
The process of delivering the film and later getting it back to take it back to another cinema hall is eliminated.Reduces chances of piracy as the films sent through the digital media can be encrypted and self destroyed.Advertising contents can also be sent and changed according to the film being screened.A niche target audience could be developed based on time or movie watched.
Digital Cinema has revolutionised the entire cinema Industry. The way in which
cinema is provided as well as consumed had undergone a drastic change. Films
are now short using a digital camera, or if the producer still uses 35mm reel he
sends it for digital conversation. This is then taken by the distributer of the film
for encryption. Once this process is complete the film is digitally distributed
through the satellite. This in-turn is received by the exhibitor and can be
accessed by multiple theaters
simultaneously. Thus digital cinema
revolution is not just a change in the
technology of the medium. It is a
completely new system that will add a
variety of experiences for the viewing
customer. It will change the way
theaters do Business, with the
possibility of new revenue sources, new
cost structures and new players.
Cinema Process- the change
Cinema advertising mainly comprises 30-second in-theatre advertising slots
accounting for nearly 95 per cent. The remaining 5 per cent comprises activities in
the lobby area such as new car or bike displays, etc. With cinema halls going
digital this area gives you a lot of flexibility and opportunities.
Of the overall advertising spend, currently only around 0.4 per cent around Rs 80
crore is spent on cinema
Cinema Advertising
It's the rise of the optimistic Indian. With fatter pay packets, more disposable
incomes and changing mindsets, the urban Indian is investing in fun and frolic
much more these days. Leisure and entertainment has become an integral part
of their lives. The upwardly mobile urban Indian are now indulging themselves in
leisure activities throughout the week and this cuts across age groups, from 15
to 55, everyone is spending on leisure and entertainment.
Cinema in India is one of the most preferred out of home activity in India. It is
estimated that an audience as large as India's entire population flock to its
cinema houses every two months. 16 million people watch movies on a regular
basis while six million visit multiplexes regularly.
Popularity of Cinema
The age group between 20-29 are the highest consumers of cinema today.
The factors that influence them to consume cinema are their lifestyle, they
are the newly emerging consumer classes in India which include the call
center boomers and the IT folks. They have the time and not that much of
responsibility.
The rest are not able to consume cinema that easily because of the process
involved and the time factor.
Consumer Behaviour
15-19 yrs15-19 yrs
20-29 yrs20-29 yrs
30-39 yrs30-39 yrs
40-49 yrs40-49 yrs
50 +50 +
12-14 yrs12-14 yrs Along with parents Cartoon, kids moviesAnimated movies
3-4 times a yr Holiday
Along with classmatesor friends
Teen flicks, latest release
Twice a month Morning showOr Day of release
Along with colleaguesOr friends action
Hindi latest release1 week Weekends
holidays
Kids in school
Students in college
Young adult just working
Adult working
Adult going to retire
Along with wife or kids
English or Hindi Action or romance
once in 2/3 months
When they want to do something different
Along with wife or friends
Movie with good review
3 times a yr When a good move releases
Adult retiredAlong with wife or children
Great movie once a yr When an exceptionallyGood movie releases
No many movies
Lack of financeAt school
Working
No free time
Not interested
Difficult
Consumer Behaviour
Consumer Mood Boards
Cinema Multiplex Digital
Urban ‘B’ towns
Customer
Cinema that is a mass media platform is now moving towards developing multiples and also digitizing the process this gives the opportunity to show simultaneous shows in urban as well as B towns in the country.
What are the attributes of a rural customer?
Technology has made it convenient to deliver cinema and advertising in cinemaI gives flexibility for various permutations.Exhibitors + Distributors could penetrate more.
MoviesMobile
TelevisionCD, DVDInternet
Cinema Theater
Easy process
Need to be ‘Unique
Enhanced experience
CUSTOMER
There is a need for an unique experience in cinema. Movies can be watched from various outlets of entertainment today. Many of these are convent to the customer and would be
delivered into their homes. With mobile television this is further improved to providing it on the move. Why do people still visit the cinema. The process that is in place today needs
to be eased in order to attract more people to the cinema.
trouble node
Customer journey nodes
Which movieWith whom to watch andwhere
Booking Options convince
Node 1 Node 2 Node 3 Node 4 Node 5
PLAN BOOKING ENTRANCE MOVIE HALL SEAT
Node 6
INTERVAL
Node 7
EXIT
What happensexperience
What happensHow to findOther activities
How to find What is done What happens
These nodes are stages in a customers journey through the cinema. There are various activities that take place at every node the following pages will detail out the journey based on these stages.
Node 1 PLAN
The plan to go for a movie can take place on two grounds the first would be when the person has come across various promotional material of the film and a want to watch the film is created.
At this stage he plans out where he want to watch a move, with whom he would want to watch it.
Advertising
Review RadioTrailer
Creates
Interest Calls Friends Decides Ticket Booking
Café Bored Decides Ticket Booking
Friends Multiplex
to
The second is a very impulsive decision usually when he has nothing to do. He comes across a motive and goes to watch the movie
Would rather preferEasy access
Consumer Activities/ nodal understanding
Consumer Activities/ nodal understanding
Node 2 BOOKINGBox office
Booking agent
Online booking
Mobile booking
Kiosks booking
Consumer Activities/ nodal understanding
Direct Box-office purchase: when a customer goes to the booking counter he would have to wait in a queue for a long time and would also need to get early so that he gets the ticket
for the movie show he wants. In some cases he would have to come twice to make a booking and then later to watch the movie.
Advantages most simplest, very physical
Disadvantages Have to reach early, not easy to get a ticket especially on weekends,
long queue
Cinema Ticket Booking Agents: he would ideally deliver the tick to your door step. This is very convent for housewife's but if she has work before going to the movie then she would not
find it convent as she need to leave the home and cannot wait for the tickets at home.
Advantages very convent, do not require a credit card, delivers to your door steps
Disadvantages Charges more to a already costly ticket.
Online Booking: this is a very nice facility provide by the multiplexes but technical issues with the website do not let a smooth transaction. There is also the need for the credit card with
is another drawback amongst Indians.
Advantages Tickets can be purchased around the clock at minimal cost and with maximum convenience for your clients
easy access, you do not have to go to the multiplex
Disadvantages its not always easy to book. Website is not up and running at all times.
Mobile Booking: Mobile tickets offer the customer a more convenient means of obtaining their cinema ticket as they no longer have to queue at the box office. Mobile tickets give the
customer more time to spend at the mall but the application for the transaction is complicated and here too you would require a credit card.
Advantages Mimimise time, on the move, anywhere anytime.
Disadvantages Application is not very straight forward, you still need a credit card.
Kiosk Booking: it is installed outside the multiplex and does not make much of an impact as you would still need to get to the multiplex to buy your ticket. The machine need a credit
card and would serve as an alternative to people would use credit card at the box office fro transactions..
Consumer Activities/ nodal understanding
A customer who goes to the movies has a primary intentions to relax. He is
eager to finish his transaction in the easiest way possible. If the process takes
too much of an effort on his part he easily gives and would rather stay at
home. If the intention of watching a movie is to meet up with friends he would
rather go to a café. Thus there is a need to convert these cancellations into
transactions. This can be done by easing the process of watching a movie at
the cinema and thus enhancing the experience.
Consumer Activities/ nodal understanding
Credit card use in India lowest in world
Indians are still not sure of the plastic money.
Indians spend just 1% of their total purchases through credit cards while the Koreans
make one-fifth of their total purchases through credit cards.
A lot of credit cards are issued in India but not 50% of them are used or functional.
A study by the Indian Cards Council (ICC) revealed that the non performing assets in India's credit card business have
mounted up to four times .the frequency of using the cards is less amongst the Indian customers .Meanwhile the study
stated that there are a high number of inactive cards among the Indian issuers. There were only 56% active cards in
India as
compared to 80% and 75% in Australia and Singapore respectively.
The RBI data also reveals that the credit card number has gone down to 25.51 million in February end. On a year-on-
year basis, the card population fell by 5% or 1.36 million between February 2008 and 2009.
Consumer Activities/ nodal understanding
Node 3 ENTRANCE
While the security arrangements at the entrance to the multiplex are vital the staff needs to be well trained to address the customer.
They are reluctant to leave their
chocolates and the lighter worried that
someone would fiddle with it
What if they use it
At the entrance their bags
are checked and are asked
to leave some things behind.
Most people understand the need for security in such public space and are readily willing to leave it outside, but leaving their belongings just across a counter without any kind of wrapping is
uncomfortable to most people, the attitude sent across by the multiplex personal at the security check is also not polite. They would rather feel secure it their good had a plastic cover or an
envelop.
Offering this to the customer will make him more comfortable and at ease. The experience will change form a bad on to good.
They are at the entrance
and one of they his
carrying a Zippo lighter
that he usually caries to
office .
What if they play and spoil it
He does not want to leave it as he is
scared because it is a expensive one and
would be not handled well.
When they reach the
entrance they are told
that they are too early to
enter the premises.
When they come back
the father is asked to
leave his lighter.
You cant take this in.
The tone in his voice is arrogant and
annoying.
Consumer Activities/ nodal understanding
Node 4 MOVIE HALL
The entrance to the movie hall again calls for a wait time
Its another 15minutes
before the movie starts.
Stands outside the movie
hall, has time before the
movie begins
They have a lot of time
before the movie starts.
Talk and make fun. Get bored a bit. There is no interaction with
the movie at anytime.
Stands in front of the
movie hall door waiting
for it to open. Mindlessly
watching the door.
Just want to go in and
relax.There is no interaction with
the movie at anytime.
There is no interaction with
the movie at anytime.
they find a place to sit
and the kids play around.
Although there is a digital
signage don’t pay much
attention as there is nothing
different shown. They have
already watched most of it on TV
This space has a lot of opportunity for interaction with the customer and is an ideal advertising space if it is treated well.
You could have interactive signages that would keep the customer entertained and engaged. Visual merchandising for the movie would also do well in this area and has a unique advantage as it
would be the only space where you could advertise and have the product sold simultaneously.
Consumer Activities/ nodal understanding
Node 5 SEATING
Once the door is open a multiplex staff checks the tickets to make sure that they are punched and that the customer is entering into the right hall. You then enter the hall and there is
another assistant who guide you in the direction of your seat. Today the multiplex seating arrangement is well planned out with light on every step to guide. The row numbers are also
displayed in the same manner.
The multiplex halls are different from traditional ones in the sense of its space
we see a class variation in multiplexes ,the halls are much smaller and the differentiating factor minimum. There is a need to bring this differentiating factor as there is a price variation.
The simplest solution to this would be to introduce a service such as providing the gold class with wet wipes, this can make a lot of difference. It also adds on as a feel good factor to the
person who has paid a higher price.
Once the door opens they
enter inside
Enter the movie hall
After getting his ticket
checked he enters in.
They know where their seats
are as they have seen it on
the screen while book and
regularly visit this multiplex.
Get settled and are looking
forward for the trailers
Go inside and find their
seats themselves as they
had selected it while
booking for the seat.
Before the show starts
one of them go to get
some popcorn.
The father leads the
family and give the ticket
to the assistant who
directs them to the seat
Makes sure everyone is
comfortable and if they need
anything.
Come lets go its in front
I have booked the Top middle seats
Kid: But I know where it is.
Consumer Activities/ nodal understanding
Node 6 INTERVAL
Interval is the time where there is a break in-between the movie most people leave the movie hall to stretch and pick up some food to eat. So they got to the hall outside. People flock at
the food counter and they usually is a queue. This is an ideal time to advertise. They also head out for a smoke and stand to talk. These are points where one can advertise or promote
products.
The opportunity areas are advertising, ideal time for merchandising movie products and for brand promotion.
Light turn on They go and wait outside in
the common area while two
of them get the stuff.
They go out stand in the
queue and decide what
they want.
Thank God! I need to go to the rest room.
Ok now who wants, what
Lets all go outThey discuss about the
movie
Light turn onHow do you like it?
Its nice, come lets go out
If you want to stay I’ll get you something
Intermission
No, I am coming out too.
Once they have their food they
hang on a little longer and then
go to their seats.
What do you want?I’ll go out and get
I also want to come with you
I am staying with mummy, but I
want a caramel popcorn
Goes out for a smoke first
the son stands in line and
picks up the eatables.
The mother and daughter
watch the advertisements
that are being played.
Consumer Activities/ nodal understanding
Node 7 EXIT
After the movie finishes we all leave through a common exit a long corridor where film posters are displayed. This is also a eventful phase where people discuss of the next movie they
want to watch or details of what they think the movie is about. Although there is a lot attention to the posters at this node it is not being translated to an action.
Light turn on They quickly get to the exit.
There is a long corridor
which have the upcoming
movies
As they exit they glance
through the movie
posters at the corridor.
Cool movie.
I am watching it for sure Again, anybody coming
ok ok lets go fastI have to reach
home
They discuss about the next
movie they have to watch
the following week.
Light turn onNice movie
I didn't find it that great
Ok what's the plan nowShall we go grab a bit
The end
Yap, I am hungry too
The corridor leads to the food
court where they have decide
to eat.
Come lets go, did you like the movie
Lets wait for the crowd to subside
You hold papas hand and you be
with me.
Goes out for a smoke first
the son stands in line and
picks up the eatables.
The mother and daughter
watch the advertisements
that are being played.
ok
Consumer Activities/ nodal understanding
Analysis
Plan Booking Entrance Movie Hall Seat Interval Exit
Planned impulse
Interaction through promotion.Easy approach
Box officeOnlineAgentMobilekiosk
Ticket designAlternate to the already existing facilities.
Deposit items Security
Staff trainingenvelop
WaitingEnter the hall
Digital Advertising Visual Merchandising
Assistance to find seatVisual memory from the ticket counter
En-power to find their seatDistinction between the class
Food Rest room
Advertising opportunitiesBrand promotion
Poster corridorFood court
Attention to these postersInteractive
Customer journey mapping
Design is meant to make life simple and not complex. Today with the vast development in technology, most facilities provided to us need people to be technologically savvy ever to
undertake a simple task such as buying a ticket
The commoner, today who is not so tech savvy cannot use any of these facilities as they are complicated, but he is the person with money to spend. Most exhibitors have realized that the
common man has the money to spend and want to tap this market but if they go with the same approach to this section as he would go to a software engineer, the exhibitor will not be
able to tap the entire market.
Thus the exhibitor needs to approach the Simple Man with a simple process.
Ticket booking is one of the most important process and by far the most tedious one in the cinema going experience.
This is the phase were the customer spends his money to get something entertainment. At this stage if the experience is not good the customer cant be enticed into buying the ticket. A
lot of them would simply Quit out of impatience or irritation. Although most multiplexes used technology to improve the process of booking a ticket the process has not been simplified.
There is a need for an alternate simple process for the common man.
There is a large population of people who want to watch a movie but do not want to use high end technologies for a movie ticket. These people often try to book their ticket through
online or mobile but if it does not work will give up soon. There is a need to convert this population to consumers.
Anther area that can be worked out is creating an impulse buy. This will also bring in more customers to visit the cinema. Promotional offers can be used to lure them in.
Another area that need attention is the waiting time before the customer is allowed to watch a movie. This area is ideal for advertising but should not be placed as just another television
commercial. There needs to be a uniqueness to it where customers would find interest it should not be something that has already been shown to them on their television sets. Each time
when a customer comes into the cinema theater there would be something new to greet them. If the customers could be entertained as well as engaged it would have a better impact.
These cinema signages are dynamic but this feature has not been used to its maximum benefit. The dynamicity of the signage would allow for interaction with the customer. It is an ideal
area for brand promotion and cinema promotions.
The uniqueness of cinema advertising is also that it would provide with a platform where one could advertise as well as sell the product, and film merchandising has a very good scope in
this country but unfortunately it has not been well promoted. Thus with multiplexes their common area could be utilized for such display.
1. Mobile ticket booking process: An alternative process is required to book a movie ticket which would be easy and simple to operate.
It would basically target at potential customers who would give up going for a movie because of the complications in the current process.
2. Ticket design: This would be unique to a specific multiplex and could be used to enhance its brand identity.
This would be targeted at gaining a customer loyalty through identifying with a particular brand.
Options: a loyalty card
Multiplex entry card
Membership card for unlimited viewing in a given multiplex.
3. Convert a passer-by into a customer: This would work on the concept of impulse purchase. As a customer walking through a supermarket would pick up a
product due to promotion or because of its display, a movie ticket is here becomes a product and is picked up from a mall space. Here a need is being
created for the movie.
This would target at window shopper.
4. Dynamic Digital Signage: Digtial signages although are named dynamic are not really executed to be dynamic.. Most advt on them are television advts.
There is a need for a new format for cinema advt, just like in print a newspaper and hoarding have varied formats the same needs to be adopted to
cinema advt. this would be targeted at making signages more interactive and entertaining to the customer who are waiting to see a movie.
Design opportunities
5. Visual merchandising inside the Multiplex: There is a huge business opportunity in merchandising products from a movie. A lot of producers have
seen this opportunity and are cashing in on it, but they are not merchandising within the cinema space, they have tie-ups with various retail outlets to
promote these products. A display unit at the multiplex would give an opportunity to sell immediately after advertising the product. This is an unique
opportunity to sell an item after advertising the product. Only possible in multiplexes.
6. Interactive poster at the exit: the posters currently displayed while you exit the cinema hall are posters of upcoming movies. There is an interest
created at this space but it does not translate to an interaction and is soon lost. This can be easily made interactive by embedding a barcode to the
poster.
the facilities that can be provided here cold be a reminder when the movie releases,, poster or trailers of the film exact date of the movie release or
other opportunities even an opportunity to book a ticket.
Synthesis
Synthesis
System chartEven the coneptDigital CinemaCustomerprovider
Techonology already exist in film production, distribution and exhibition.
Enhanced through technology * booking
* waiting
To generate more business
There is a need to better the customers experience while watching a in the cinema hall. This can be achieved but trying to reduce the time that he has to
spend in the process to watch a movie. The two main areas of hindrance are the booking process and the waiting time. These areas can be enhanced by
streamlining the activities and providing with more entertainment which could also lead to more business. The other nodes too need slight tweaking so
make the entire flow smooth.
Bring in more customer to the cinema who would not come because they are unable to get the ticket
Get customers to go to the cinema on a impulse visit.
Concept
Node space 1
Movie poster- with barcode
Man with Camera phoneTakes pic of poster barcode
Gets connected to the multiplex
IDs phoneSends backRequest
Examples of request movie trailerPromotional offersReminders PostersRingtoneticket
Concept Development
TV Image + Sound
Radio + Sound
Cinema Image +
Concept Development
Node space 5TV as a medium supports images
and sound very well, radio on the
other hand can only support
sound. Cinema advertising as a
medium although can support
sound as well as image. The sound
is too cluttered in its environment.1
The digital signages that
are already present in the
cinema space need to
attract attention and
interact. This would keep
the customers engaged
and entertained
The digital signages that
are already present in the
cinema space need to
attract attention and
interact. This would keep
the customers engaged
and entertained
Even when we are not focusing on a particular object its motion would influence us to take notice of it. This is the principle behind designing the system.
The digital signages are intergraded together and function as a combined unit were the content would move from one screen to anotherThe screens would further switch on and off as the content plays on them to attract additional attention. Customers would interact with the screens by capturing a moving caracter or other activities on such lines
Advertising in cinema is an unique medium.
Cinema halls are usually a bustling place where people are
constantly talking and laughing. The exhibitor also plays
some music in the background. With all this noise clutter it
does not make much sense to add on more noise through
advertising signages.
In my observations I have also noticed that most
advertisers have turned down the volume to these
signages, so the effectiveness and attention capture of the
signage is reduced . Like most of us skip advertisements in
the TV, customer in cinema too skip past these signages.
There needs to be a new approach to advertise through this
wonderful media of digital signages and make it more
effective as an advertising medium.
How will it function?
Node space 5
This structure need not be Permanent. They can be rented out For that season or a movie spanDepending on the type of sale Eg: airport loungue
Shop in shopBooksGames
GiftFood
AppealPoster
collectables
Multiplex
Screen 1
Screen 2Screen 3
Screen 4
The total Indian cinema merchandising market is estimated to be worth $180 million, of which the organised retail sector is a mere two per cent. While merchandising has always been available in Indian markets, most of it has been pirated. The purple sari that Madhuri Dixit wore in Hum Aapke Hain Kaun reportedly sold in excess of a million pieces in the grey market.
Retail merchandising has great potential for revenue generation inside the multiplex and can be used as an alternate tool to generate revenue to the theater.
Concept Development
Justify a choice
Design solutions