Carnival Cinemas is the most recognisable film exhibition brands in the country which has
high standards of ‘Luxury’, ‘Service’ & ‘Technology’.
Currently with a Cinema circuit of 450 + screens spread across 100+ properties covering 100+
cities across the country.
Their vision is to hold 1,000 screens globally by 2022,giving cinema-lovers a state-of-the-art
movie experience!
Carnival Cinemas continues to provide superior quality ambience, technologically updated
systems, and best service standards to ensure customer delight and unmatched cinema viewing
experience & a wide selection of F&B and the best-in-class services at affordable prices.
7p’s Of Carnival Cinemas:
Product:
Carnival cinemas core product is movie exhibition while their actual product is dolby digital
sound system bucket type, comfortable seating, Centralized AC.and augmented product is food
court, convenient ticket booking and car parking.
Price:
Carnival cinemas uses flexible pricing for it’s Multiplex theatre. The ticket rates averages
between Rs.90 to Rs.270 depending upon the: Performance of the movie at the box office and
it’s duration at the theatre. Seating position Show Timing Movie language Location of the
Multiplex.
Place:
Place First founded in Mumbai’s City Mall in 1999. Carnival has 26 multiplexes across India.
Currently with a Cinema circuit of 450 + screens spread across 100+ properties covering 100+
cities across the country. Carnival cinemas have mostly located themselves in high-crowd
locations like shopping malls.
Promotion:
Carnival cinemas promotes in the most effective way of promotion is the daily advertisements in
the paper, which promote the movie, which is currently being screened in the theater, and
informs the public. Online ticket booking is quickly becoming popular amongst the movie goers,
hence, Carnival cinemas has also engaged in Digital Marketing .
People:
People No. of employees: Around 1650 (as on July, 2012) Courteous and well-dressed people
characterize the Multiplex. The employees are highly motivated and trained and exude an aura of
energy and vibrancy as they perform their duty with a smile on their lips and a spring in their
step.
Process:
The process is a sequence of actions to deliver the service to the customer. In this case the
following is the process followed by Carnival cinema. The customer arrives to carnival cinema
by car and first goes to the ‘pay n park’ to park the car. The customer then moves on to the ticket
window to purchase the ticket for the movie he is interested to watch. Then the customer enters
the building.
Physical Evidence:
Physical Evidence Ambient factors Air conditioning Excellent ventilation Design factors
Uniform appearance Extensive parking lot Spacious interiors Social factors Well dressed
employees Courteous attitude Elite and up market crowd Family atmosphere
Consumer Profile And Behaviour
Carnival Cinemas is known for providing excellent movie experience to the customers. It has
highly developed theatres that are equipped with world class amenities and sound system. It has
its theatres in more than 85 cities with 121 operational locations.
It is largest cinemas group in India and has the motto of providing best movie experience to its
users. The company is expanding with great zest to bring entertainment to all parts of India.
Consumers are more than satisfied with its services and are now booking the tickets of the movie
shows online. With its online portal, it has become a breeze to book tickets and enjoy the movie
of your choice without any hurdle.
CHALLENGES AND CONTROVERSY
As a corporate, the main challenge Carnival Cinemas is facing at the moment is maintaining the
the properties across the country and abroad, with no revenue being generated. They have over
500 screens in India, including the 50-plus screens in Kerala. They employ 5,000 directly and
around 20,000 indirectly. They are paying them the salary.
Issued by Carnival Cinemas CEO Mohan Umrotkar, the statement reads: "Though we are
disappointed with the move of filmmakers to go straight to digital, we understand the financial
burden/compulsion that one may have in these times. Even in the past, there have been a few
cases of filmmakers facing failure when they opted for digital release, skipping the theatrical run.
The ones who have decided to go ahead with the digital release were possibly in a difficult
situation due to the coronavirus pandemic. There is money invested, there may be interest (on it),
someone wants to minimise the loss and if they are in a position to monetize it, we can''t stop
them. The situation is such that you cannot blame anyone. In this time of uncertainty some
producers have decided to release their content directly on OTT. It is within their rights to decide
but we will not release those movies in our theatres."
