Contents · for profiling audience, developing strategies, understanding consumers segments and...

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Contents

EXECUTIVE SUMMARY 2

INTRODUCTION 4At a Glance 4

PROFILING THE CONSUMER 8A. Undestanding the Demographics 10

Summary 18B. PsychographicProfiling 20C. Premium Durable Ownership 22 Summary 24

ADVERTISING IN THEATRES 27A. UndestandingtheEfficacy 28B. Understanding Disposition of Patrons 30

Summary 31

MOVIE CONSUMPTION 32A. Multiplex Habits 34B. Activities Undertaken at Multiplexes 40

Summary 45

TECHNOLOGY 47A. Awareness about Modern Technology 48B. Likeliness to Pay Premium for Modern Technology 49

RESEARCH CONCLUSION 50 Summary of Research 50 Resonating with quality conscious audiences... 51

A Quantitative Study by

Advertising Sales [email protected]

New Properties and Expansion [email protected]

Contact Details

INOX Leisure Ltd. Viraj Towers, 5th Floor, Next to Andheri Flyover, Western Express Highway, Andheri (East), Mumbai – 400093, India.

Phone: 91-22-4062 6900 www.inoxmovies.com

Quantitative Study 2019

Executive

Summary

Note: TGI is a syndicated offering of Kantar IMRB which is widely accepted by media houses, media agencies, account planners, advertisers for profiling audience, developing strategies, understanding consumers segments and also for business development and sales as well as category and competition analysis.


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In collaboration with Kantar IMRB, INOX Leisure Limited has taken the initiative to research andunderstandtheprofileofINOX’saudience.ByprofilingINOX’s typical ticket buyer, analysing their response to advertising, and documenting their Multiplex habits, this research hopes to uncover their unique decision-making process, and leverage it to maximise revenue.

In addition to detailed interviews conducted with respondents at their homes,

the scope of this research is based on recruitment interviews at over 30 different INOX properties. Moreover, the interviews were spread across different time slots during movie schedules. The key findingsofthisresearchwerethen compared to the TGI universe, concluding on how the INOX audience stands out.

Drawing attention towards the demographic and psychographicprofileofitsconsumers, the research showed INOX’s audience

belongs to a younger lot, with an average age of 29 years. INOX’s audience was also found to be an evolved set in terms of education, with a higher percentage of graduates and post graduates. Additionally, INOX’s clienteleismoreaffluentthanthe general universe, with their socio-economicclassificationand monthly household income positively skewed compared to the TGI universe. Likewise, the audience possess an inclination towards leisure activities that involve frequent

visits to malls, restaurants, and online food delivery options. Besides,otheraffluenceindicators such as frequent holidaying, the ownership of high-end durables — including mobile phones, cards and cars — are prominently visible.

Witnessing an overall hike of 15% since 2016, the Ad-Recall and Ad-Consumption behaviour of the INOX audience indicates that cinema advertising is growing. Additionally, there seems to be an increase in the preferability for advertisements screened in theatres over television.

The research also demonstrates the audience’s multiplex habits. The INOX audience usually prefers to watchmovieswithinthefirstweekend of the release and likes to spend more — on average — on Food and Beverages while doing so.

When considering their awareness for modern technology, the research shows an opportunity to attract the INOX audience towards the experience of IMAX and Dolby Atmos sound systems. This is strengthened by the evidence that the INOX audience does not mind spending more for a technologically enhanced viewing experience.

All in all, this study places INOX in a favourable position when considering the quality of its audience and their movie consumption behaviour. With the insight that this study brings, INOX will be able to implement strategies to achieve their business objective of maximising their revenue through advertising, food and beverage sales, and ticket sales.

Salient Features of the Research1 2 32608 INOX patrons were interviewed across 20 cities in India.

2a Recruitment of the respondent at INOX properties.

Assimilationofkeyfindingstodistill strategic inputs.

2b Detailed interviews of the recruited respondents within the next 72 hours.

Introduction

At a GlanceThe INOX Audience INOX Leisure: Presence in India*

19 States | 67 Cities | 139 Properties | 574 Screens | 1,35,586 Seats

NORTH SOUTH EAST WEST

Truly a PAN India presence covering the length and breadth of the country.

19States

574Screens

139Properties

67Cities

1,35,586 Seats

YOUN

G MO

RE

EVOLVED

EDUCATED MORE AFFLUENT

PUNJAB | 2 Properties | 10 Screens

HARYANA | 6 Properties | 19 Screens

RAJASTHAN | 13 Properties | 47 Screens

MADHYA PRADESH | 5 Properties | 22 Screens

GUJARAT | 19 Properties | 76 Screens

MAHARASHTRA | 28 Properties | 130 Screens

GOA | 4 Properties | 14 Screens

KARNATAKA | 11 Properties | 45 Screens

KERALA | 1 Property | 6 Screens

DELHI | 5 Properties | 16 Screens

UTTAR PRADESH | 7 Properties | 27 Screens

ASSAM | 1 Property | 2 Screens

JHARKHAND | 1 Property | 4 Screens

WEST BENGAL | 15 Properties | 59 Screens

ODISHA | 4 Properties | 14 Screens

CHHATTISGARH | 2 Properties | 8 Screens

TELANGANA | 2 Properties | 11 Screens

ANDHRA PRADESH | 8 Properties | 33 Screens

TAMIL NADU | 5 Properties | 31 Screens

*As on April 1, 2019


54

Objectives of the Report Sample Split

Introduction At a Glance

• To understand the audience relationship with in-cinema advertising

• To gain insight in to the factors governing the choice of cinema destination

• To know about the awareness of new technology implementation in cinema and its consumption


Centre No. of Properties

Sample Size


Sample Size


Sample Size


Sample Size

Delhi 3 250 Bangalore 4 301 Kolkata 2 200 Mumbai 4 300

Noida 1 87 Chennai 1 100 Bhubaneswar 1 100 Navi Mum.(Vashi )

1 111

Gurgaon 1 83 Hyderabad 1 100 Thane 1 75

Jaipur 1 116 Vijayawada 1 50 Surat 1 102

Vizag 1 105 Indore 1 88

Amritsar 1 50 Coimbatore 1 100 Pune 2 173

Vadodara 1 117

Total 586 Total 756 Total 300 Total 966

Grand Total Total No. of Properties : 30, Sample size : 2608

Period of fieldwork-Recruitment: 21st – 28th Dec’ 2018

Main Interview: 24th Dec’ 2018 - 22nd Jan 2019

Key Notes

All numbers except base are in %, unless mentioned otherwise

Data is represented at overall level (All India) and zone wise to ensure robust reads

z North- Amritsar, Delhi, Jaipur, Gurgaon, Noida

z South- Bangalore, Chennai, Hyderabad, Vijayawada, Vizag and Coimbatore

z East- Bhubaneshwar, Kolkata

z West- Pune, Mumbai, Thane, Vashi, Surat, Vadodara and Indore

Research Methodology

z 2608 patrons visiting INOX properties in 20 cities, 30 properties were interviewed

z Interviews spread across different time slots as per movie schedules

z 2 stage interviewing process � Recruitment interview at INOX properties � Detailed Interviews conducted with

respondents at home

z The key findingsof the researchwerecompared with TGI

� Toascertainhowtheprofileofourpatronscompareswiththeuniverseprofiles

2608Sample Size

30Total No. of Properties Covered


76

Profiling the Consumer


98

A. UNDERSTANDING THE DEMOGRAPHICS

Consumer Profile Comparison 10

1. TabbingtheaffluenceoftheINOXAudience 11 Key Takeaway 11

2. Probing and Indexing the Durable Basket 12 Key Takeaways 12

3. ScreeningOtherInfluenceIndicators 13 Key Takeaway 13

4. How educated is the INOX Audience? 16 Key Takeaway 16

5. ProfilingtheAgeofINOXAudience 17 Key Takeaway 17

SUMMARY 18

B. PSYCHOGRAPHIC PROFILING 1. Psychographic Make-up for the INOX Audience 20

Key Takeaways 21

C. Premium Durable Ownership1. Smartphone Ownership 22

2. Car Ownership 23

SUMMARY 24

Profiling the ConsumerA. Undestanding the Demographics

Consumer Profile Comparison

1. Tabbing the affluence of the INOX Audience

NCCSNCCS A 89 30

NCCS B 11 28

MHI (in `)Average 55000 19000

Car Ownership2 or more cars

3 0

1 car 31 14

No car 66 86

Device OwnershippSmartphone 100 67

Feature phone

31 88

iPad/Tablet 8 3

Age15 – 24 yrs. 37 29

25 – 34 yrs. 42 27

>35 yrs. 22 44

Average Age 29 33

Education Status of the Respondent

Post graduate (General)

15 3

Graduate 46 17

SSC/HSC 15 36

Card ownershipDebit card 88 17

Credit card 38 7

INOXTGI - Universe

Fig. in %

89%Of INOX audience comprise ‘SEC A’ vis-a-vis 30% of the TGI

98%Of INOX audience in Northern zone comprise ‘SEC A’ vis-a-vis 44% of the TGI

Base : All Respondents-2608, North-586, South-756, East-300, West-966 (2019).

Key TakeawayAsreflectedbytheirsocio-economicclassificationandmonthly household income skew compared to the universe as per TGI, INOX’s audience is clearly a very affluentset.However,theirdurables basket needs to be considered.

NEW SEC ALL INDIA (20 CITIES) NORTH SOUTH EAST WEST

TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox

2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019

A 30 89 44 98 29 87 15 87 27 84

B 28 11 25 2 26 11 24 11 32 17

C 27 1 21 0 31 3 29 2 27 0

D/E 15 - 10 0 14 0 32 0 14 0

AVERAGE MHI

ALL INDIA NORTH SOUTH EAST WEST



INR 19000

INR55000

INR23000

INR57000

INR17000

INR39000

INR 14000

INR68000

INR18000

INR64000


1110


67%Of INOX audience own a computer or laptop compared to 14% of the TGI

38%Of INOX audience own a credit card compared to 7% of the TGI

34%Of INOX audience own at least one four wheeler compared to 20% of the TGI

88%Of INOX audience own a debit card compared to 17% of the TGI

2. Probing and Indexing the Durable Basket 3. Screening Other Influence Indicators



Key TakeawaysAs expected , the durable basket of the INOX audience is far more affluent as compared to that in the universe. This was observed more so when considering high end durables such as Computers, Laptops, Cars and Air conditioners.

It may be interesting to understand other peripheralsthatareindicativeofaffluencesuch as Car Ownership, Debit/Credit Cards, and Holidays.

Key TakeawayLooking at car ownership, INOX’s audience is far moreaffluentwhencompared to the universe. A similar pattern can be observed for card ownership, which has also improved since 2016.

(PENETRATION) ALL INDIA NORTH SOUTH EAST WEST

Durable Ownership TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox


Ceiling Fan 81 100 81 100 81 99 89 100 78 100

LPG Stove 72 100 76 100 65 100 74 100 76 100

Two Wheeler 51 95 67 98 60 99 19 73 43 99

Color TV 79 100 67 100 84 100 83 99 81 100

Refrigerator 67 98 83 99 55 97 50 96 72 100

Washing Machine 50 83 72 91 47 83 17 79 48 80

Personal Computer/ Laptop

14 67 15 80 10 61 17 80 17 60

Car / Jeep / Van 20 34 19 58 26 18 9 38 18 30

Air Conditioner 11 27 21 15 7 25 6 62 10 26


Car Ownership TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox


Three Cars or more 0 2 0 0 0 1 0 1 0 5

Two Cars 0 1 0 1 0 1 0 5 0 0

One Car 14 31 17 57 12 16 8 33 16 25

No car 86 66 83 42 88 82 92 62 83 70


Card Ownership TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox


Credit Cards 7 38 5 49 8 40 10 18 7 37

Debit Cards 17 88 15 89 14 89 16 85 25 88


1312


62%Of INOX audience take more than 2 Domestic holidays in a year

9%Of INOX audience takes more than 2 International holidays in a year

85%Of INOX audience takes atleast 1 Domestic holiday in a year

13%Of INOX audience goes on a holiday abroad atleast once in a year

3. Screening Other Influence Indicators contd...

FREQUENCY TOTAL NORTH SOUTH EAST WEST

Holidays abroad (in past 12 months)



1 holiday 0.07 4 0 7 0 2 0 6 0.06 3

2 holidays 0.04 1 0 2 0 1 0 1 0 2

3 or more holidays 0.27 8 0.02 10 0.23 6 0.05 7 0.38 9

Did not go on a Holiday in the Last 12 months

99.62 87 99.98 81 99.77 91 99.95 86 99.55 86


Frequency in a Month TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox

Visiting a Restaurant or a Coffee Shop

4.52 5.03 3.59 5.09 5.39 3.31 4.23 3.81 3.43 1.17 4.06 3.77 4.85 6.24 3.82

Visiting a Mall 0.79 3.16 2.81 1.19 2.72 2.96 0.5 2.97 2.82 0.62 3.66 3.71 0.78 3.49 2.42

Base : All Respondents-2608, *Increase in Smartphone ownership could have a correlation with North-586, South-756, East-300, West-966 (2019). decline of Laptop/personal computer ownership


Key TakeawayINOX’s audience is far more indulgent in leisure activities compared to the universe as indicated by their frequent visits to malls.

Key TakeawaysAs expected, the universal smart phone ownership was fairly high amongst patrons.

Our audience also seems to be taking many more holidays in the year as compared to the universal behaviour.


Device Ownership TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox


Feature Phone – Basic calling 88 31 91 40 81 34 91 27 92 23

Smart Phone – With internet/touch screen

67 100 72 99 62 100 54 100 73 100

iPad/Tablet 3 8 2 6 5 5 2 7 1 12

FREQUENCY TOTAL NORTH SOUTH EAST WEST

Holidays in India (in past 12 months)



1 holiday 5 23 4 28 6 15 7 29 10 25

2 holidays 3 27 1 25 1 33 1 20 6 26

3 or more holidays 4 35 1 25 5 40 0 30 9 38

Did not go on a Holiday in the Last 12 months

89 15 93 22 87 12 92 22 75 12


1514


15%Of INOX audience are Post Graduates compared to 3% of the TGI

42%Of INOX audiences fall between 25-35 years age

29 yearsAverage age of INOX audience compared to 33 years of the TGI

72%Of INOX audience are Graduates and above compared to 33% of the TGI

79%Of INOX audience is below the age of 34 years

4. How educated is the INOX Audience? 5. Profiling the Age of INOX Audience


Base : All Respondents-2608 , North-586, South-756, East-300, West-966 (2019).

Key TakeawayAs can be observed, the INOX audience is a much younger group (average age 29 years) and belong more to the consuming class as compared to general population.

Key TakeawayINOX’s audience is far more educated than the universe with a higher percentage of graduates and post graduates visiting the cinemas.


Age Group TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox


15-24 Yrs. 29 37 33 39 27 35 25 52 28 28

25-34 Yrs. 27 42 25 41 29 42 26 33 28 45

35-44 Yrs. 24 16 22 16 25 15 25 7 24 19

45+ Yrs. 20 6 19 4 19 6 24 6 20 6

Average Age 33 29 32 28 33 29 34 27 33 30


Device Ownership TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox


Illiterate 2 0 1 0 3 0 3 0 0 0

School : upto 4th class

3 0 4 0 2 1 7 0 2 0

School : 5th – 9th class

17 1 15 1 19 1 21 0 16 1

SSC / HSC 36 15 38 18 35 13 27 7 39 18

Some college (incl. Dip) not graduate

9 12 8 8 8 11 7 10 13 15

Graduate –General 17 46 23 52 18 35 13 47 12 51

Post-Graduate-General

3 15 2 15 3 20 2 19 5 10

Graduate/Post – graduate (Professional)

13 11 9 6 12 19 20 17 13 5


1716


Summary

Affluence of the INOX Audience

TheINOXaudiencearefarmoreaffluentascomparedtotheTGIin the following terms

The INOX Audience

The INOX audience are an evovled set

more EDUCATED

YOUNGER than TGI

Eating out, visits to Malls

International Holidays

Ownership of Debit/Credit cards

Smartphones, Cars and so on…

Durables basket

NCCS

MHI

more TECH SAVVY


1918


B. Psychographic Profiling

1. Psychographic Make-up for the INOX Audience


Key TakeawaysIt is important to note that, INOX’s audience seems to view newspapers for daily entertainment, rather than news that can be leveraged.

They are also positively disposed to online TV streaming.

Additionally, as a function of higher levels of education, they have a relatively evolved view on gender roles.

TheprofilingalsoindicatesthatINOXaudienceistechnologicallyadvanced.


Theme Strongly Agree% Inox - TGI Inox - TGI Inox - TGI Inox - TGI Inox - TGI

Media My television viewing habits have been changed with the advent of online TV streaming services

8 5 13 -3 9

General You can tell a lot about someone by the car they own 6 -6 13 -3 12

Electric/ Electronic Equp.

The quality of peoples’ interaction has improved with technology

7 -2 6 11 12

General I try to keep up with technological developments 7 -7 9 10 14

Shopping International brands are better compared to Indian brands

3 -3 3 -6 11

Media For me, daily newspapers are more for entertainment than for news

16 23 9 12 20

Personal Appearance

A designer label enhances a persons image 2 -11 3 0 13

Home Household responsibilities should be shared equally by men and women

8 -5 11 28 7

Travel I would rather book a trip over the Internet than interact with a travel agent to plan my travel

3 -9 6 9 5

Finance It is important to take adequate insurance for everything 6 -6 8 5 12

Finance I would invest in high yielding stocks & shares rather than playing safe with my money

4 -5 13 -4 6

Finance IknowthatIhaveafinanciallysecurefuture 0 -8 2 -1 2

General I am a religious person 7 0 11 9 6


2120


C. Premium Durable Ownership

~50%Of INOX audience own phones with a value of ` 20,000 or more

37%Of INOX audience own Maruti Suzuki cars

3%Of INOX audience own luxury cars like Audi, BMW and Mercedes

1. Smartphone Ownership Samsung is the most owned device with an average price of ` 20,000 which is fairly premium

2. Car Ownership Maruti Suzuki cars are most owned; although small mentions of premium car brands such as

Merc, BMW, Audi, Toyota, etc.

Samsung

Oppo

Mi

Vivo

Apple iPhone

One Plus

HTC

Motorola

Nokia

Others

Blackberry

27%

16%

15%

12%

9%

6%

5%

5%

3%

2%

2%

Brands - Smartphone Ownership

20000

18000

16000

18000

32000

25000

22000

17000

17000

15000

26000

Mean Price `

Maruti Suzuki

Honda Cars

Hyundai Motors India

Mahindra and Mahindra

Renault India

Toyota

Nissan Motors

Volkswagen India

Chevrolet

Ford India

BMW

Mercedes

Audi

37%

12%

15%

11%

8%

8%

5%

5%

3%

Brands - Car Ownership

1%

1%

2%

Base: 878Apple iPhone-239, Blackberry-40, Google Pixel-24, HTC-141 , Motorola-130, Nokia-89, One Plus-148, Oppo-406, Samsung-711, Vivo-323, Mi-395,

Google Pixel Base too low to be represented

26%of INOX audience own high end cars such as Audi, BMW, Mercedes, Toyota, Nissan, Volkswagen, Chevrolet, and Ford.

1%


2322

2524

Summary

INOX’s audience is found to be an evolved set in terms of education and affluence

INOXaudiences’psychographicprofilewellinlinewiththeirdemographicprofileaswell.They seem to be an evolved lot given that they are over indexed on

z Online content consumption-to an extent that it has changed their TV viewing habits

z Newspaper consumption for entertainment purposes

z Attitudes towards gender equality

z Fitness and Personal Grooming

Interestingly, they seem to be under indexed on

z Financial security

z Could be a function of their

� evolvement

� restlessness

� age

In terms of Smartphone and Car Ownership –

z Nearly half of them own a smartphone costing ` 20,000 or more.

z Maruti, Honda and Hyundai are top 3 owned brands amongst Inox Patrons

z INOX audience own high end luxury cars such as Audi, BMW, Mercedes among others.

01

02

03


2726

Advertising in Theatres

A. UNDESTANDING THE EFFICACY1. Comparison of TV vs Theatre Advertising for

Brand Recall 28 Key Takeaway 28

2. Most Likeable Media amongst INOX Patrons 29 Key Takeaways 29

B. UNDERSTANDING DISPOSITION OF PATRONS 1. Disposition of Patrons towards On-screen

Advertising and its Timing 30 Key Takeaway 30

SUMMARY 31


LIKEABILITY (RANK 1 ACROSS MEDIA) ALL NORTH SOUTH EAST WEST

2019 2019 2019 2019 2019

TV Ads 34 32 39 32 32

Ads in Cinema theatres 27 50 28 20 14

Ads on Internet 15 5 17 16 20

Newspaper Ads 12 3 7 11 21

Outdoor Ads/Hoardings 12 9 9 20 13

Advertising in TheatresA. Understanding the Efficacy

27%Of INOX audience prefer theatre advertising, ahead of print and outdoor

50%Of INOX audience in North prefer theatre advertising more than TV

1. Comparison of TV vs Theatre Advertising for Brand Recall Certain brands have a far superior recall in theatres as compared to TV

2. Most Likeable Media amongst INOX Patrons

Base : All Respondents-2608, North-586, South-756, East-300, West-966.


Key TakeawaysAlthough TV Ads are still leading in terms of likability when compared to other mediums, it has seen a considerable decline in comparison to 2016.

Cinema advertising is gaining traction, witnessing an overall 15% hike, which is more than Newspaper and Digital Ads.

Key TakeawayIt is important to note that Theatres are catching up with TV in terms of preference for viewing advertisements.

AD RECALL ALL INDIA (20 CITIES) NORTH SOUTH EAST WEST

Media TV Inox TV Inox TV Inox TV Inox TV Inox

Manyavar 35 59 30 53 41 55 47 92 31 55

Lux 44 45 46 47 53 41 50 48 33 46

Oppo 41 42 38 26 52 54 48 45 31 41

Just Dial 25 37 25 34 35 45 27 35 17 34

One Plus 27 33 20 28 40 44 39 34 17 27

Oxemberg 18 29 14 25 19 19 22 38 18 37

Iphone 25 27 25 17 33 34 31 30 16 26

SBI Life Insurance 14 27 14 18 19 29 22 29 8 30

LIC 22 26 19 20 29 30 14 18 21 28

Punjab National Bank 21 26 17 27 27 25 21 14 19 30

Cadini 15 24 18 28 20 26 16 31 9 18

Everest Masala 29 24 22 14 38 29 33 16 25 29

Did Not Recall Any Brand 10 13 6 6 15 17 3 2 11 17


2928

Advertising in Theatres

B. Understanding Disposition of Patrons Summary

91%Of INOX audience in North like watching advertisements

83%Of INOX audience like to watch advertisements in cinema

85%Of INOX audience in South like watching advertisements

53%Of INOX audiences prefer movie advertisements during intervals

47%Of INOX audience show likability towards advertisements before the start of the movie

1. Disposition of Patrons towards On-screen Advertising and its Timing

% Likeability - Like a lot / Somewhat Like

Total North South East West

83

91 85

60

83

TOTAL NORTH SOUTH EAST WEST

Cinema Theatre- Ad Preference

2019 2019 2019 2019 2019

Before the start of the movie

47 43 53 34 48

During interval

53 57 47 66 52


Key TakeawayIn comparison to 2016, likability for ads screened in theatres has gone up. However, the audience has become more indifferent towards the placement of the ads.

Cinema advertising is preferred by INOX audience, as compared to TV.

In Sum,

z On screen advertising does seemtohaveefficacyascompared to TV

z AffinityforAdsisshiftingfromthe traditional mediums like TV to In-cinema advertisements and internet ads

z Further probing reveals that over 80% audience do like In-cinema advertising


3130

Movie Consumption

3332

A. MULTIPLEX HABITS 1. Frequency of Movie Consumption across Media 34

Key Takeaway 34

2. Preference of Watching 35 Key Takeaway 35

3. When do people usually reach the Theatre 39 Key Takeaway 39

B. ACTIVITIES UNDERTAKEN AT MULTIPLEXES 1. Activities undertaken by Consumers before

start of the Movie and during the Interval 40 Key Takeaway 41

2. Audience Spend on Movie Tickets and F&B Per Head 42 Key Takeaway 42

3. F&B Preferences among Audience 44 Key Takeaways 44

SUMMARY 45


Movie ConsumptionA. Multiplex Habits

2.31Average number of times people watch a movie in a Multiplex Theatre in a month

2.74Average number of times people go for a movie in a Multiplex Theatre in a month in West in a year

1. Frequency of Movie Consumption across Media

Base : All Respondents-2608,North-586, South-756, East-300, West-966 (2019).

*OTT Consumption with Original / Other content could be much higher

Key TakeawayThe audience watches more movies in multiplexes per month as compared to single screens. In fact in the West Zone, only about 4 out of 10 multiplex viewers watch movies on single screens.

ALL NORTH SOUTH EAST WEST

Single Screen Theatres 1.76 1.49 2.01 1.62 1.65

Multiplex Theatres 2.31 1.83 2.34 1.82 2.74

Television 7.12 6.17 7.77 7.01 7.22

Offline 4.33 4.11 3.18 5.90 4.98

Online on OTT Platforms 3.31 3.34 1.27 4.85 3.86

2. Preference of Watching

Base : All Respondents-2608


1 to 4 Movies 6 12 8 2

5 to 10 Movies 37 42 49 25

11 to 15 Movies 36 23 32 24

Over 16 Movies 21 22 11 49

49%Of INOX audience watch over 16 movies in the West in a year

42%Of INOX audience watch 5 to 10 movies in the South in a year

Key TakeawayMost number of movies are consumed in West followed by South. In South however, Chennai leads the chart by 81% respondents watching 16+ movies in a year.


3534

36


2. Preference of Watching contd...

50.15%Of INOX audience watch movies on a Weekend

25.5%Of INOX audience watch a movie on a Weekday in West


Consumption by Day Parts

169 7

3641

31

3642 42

17 1723

Morning (Before 12 noon)

Afternoon (12 noon - 4 p.m.)

Evening (4 p.m.- 9 p. m.)

Night (After 9 p.m.)

Weekday

Weekend

Public Holiday

Weekday Vs Weekend Vs Public Holiday

Key TakeawaysAs expected, people prefer watching movies over the weekend instead of during the week.

For Weekends and Public Holidays, evening shows(4pm- 9pm) hits the sweet spot.

Late night shows (post 9pm and beyond) are most preferred during Public Holidays.


37


3. When do people usually reach the Theatre

60%Of INOX audience arrive atleast 11 minutes before the start time


Time- Before The Start Time Of A Movie

Less than 5 minutes

5-10 minutes

11-20 minutes

21-30 minutes

31-45 minutes

+45 minutes

Mean-15

6 34 39 17 3 1

Key TakeawayNearly 2/3rd people reach the theatre 11 minutes before the start of the movie.

How soon do audience usually watch movies “after release”?


First Day, First Show of the movie release 9 5 11 13 8

First Day of the movie release 23 47 12 15 19

Withinfirstweekendofmovierelease 47 39 45 45 53

Afterthefirstweekendbutwithinthesecondweekendofmovie release

17 7 22 23 16

Later than second weekend of release 5 1 10 4 4

47%Of INOX audience watch a movie withinthefirstweekendoftherelease

53%Of INOX audience watch a movie withinthefirstWeekendofitsreleaseinthe West


Key TakeawayINOX’s audience usually watch movieswithinthefirstweekendof the movie release. Their higher disposable income could be plausible cause behind this metric.

2. Preference of Watching contd...


3938

Movie Consumption

B. Activities Undertaken at Multiplexes

1. Activities undertaken by Consumers before start of the Movie and during the Interval

49%Of INOX audience check out posters of upcoming movies

46%Of INOX audience buy snacks or drinks from the food court during Interval

Check out various posters of upcoming movies

Wait for the show and listen to lobby music

Talk to the person/s accompanying me

Just wait for the show to start and do nothing

Spendtimesurfingyourphone

Buy snacks or drinks from the cinema lobby

Roam around the mall if the multiplex is in a mall

Notice various advertisements displayed in and around the waiting area

Spend time talking on your phone to someone

Visit the washroom

49

35

34

32

31

29

27

26

23

20

Activities Done-Before the start of movie

Buy snacks or drinks from the food court/section

Spendtimesurfingyourphone

Visit the washroom

Talk to the person accompanying me

Just go out to take a small walk/stretch in the cinema lobby

Stay at my seat and order for food and beverages

Spend time talking on your phone to someone

Stay at my seat and do nothing

Stay at my seat and watch the ads and trailers on screen

46

34

33

32

28

25

23

23

22

Activities Done-During Interval



Key TakeawayPeople usually check out the posters of upcoming movies before the start of movie and are usually busy buying snacks/drinks during interval.


4140

2. Audience Spend on Movie Tickets and F&B Per Head


No Expenditure on F&B 29 16 26 17

` 100 or Less 3 10 15 5

` 101 to ` 150 13 30 24 11

` 151 to ` 250 20 32 19 22

` 251 to ` 500 32 8 13 32

More than ` 500 3 3 2 13


Average Expenditure 270 282 198 202 340

` 348Is the average spent on movie tickets

` 340Is the average spent on F&B in the West

Movie ConsumptionB. Activities Undertaken at Multiplexes


Base : All Respondents-2608, North-586, South-756, East-300, West-966 (2019)..

Key TakeawayThe average expenditure per movie ticket has increased, with the North Zone and West Zone higher than the average index.

Key TakeawaysThe average expenditure on F&B offering has increased by a relatively high margin.

Expenditure in the West Zone is the most at almost ` 340 per person.


` 200 or Less 3 15 10 5

` 201 to ` 300 28 56 50 30

` 301 to ` 400 34 16 32 29

` 401 to ` 500 23 11 4 25

` 501 to ` 1000 12 1 4 11


Average Expenditure 348 390 290 304 380


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3. F&B Preferences among Audience

68%Of INOX audience prefer Popcorn from the F&B offerings

Movie ConsumptionB. Activities Undertaken at Multiplexes

2019 -Base : Respondents who spend on F&B – 2074, North – 414, South – 635, East – 212, West – 804.

Key TakeawaysPopcorn, Soft drinks and Chips still remain the most preferred Food and Beverage options.

Pizza and French Fries are also gaining traction.


Popcorn 68 83 62 73 63

Soft Drinks 54 62 37 43 68

Chips 49 43 54 57 46

Water Bottle 32 23 33 21 38

Samosas 31 13 41 5 39

Ice-cream 24 12 42 25 15

Tea / Coffee 24 14 14 24 37

Burgers 21 29 18 26 19

Puffs 21 10 34 10 20

Pizza 20 21 19 19 21

French Fries 17 10 23 17 17

Sweet corn 17 8 33 16 10

Sandwiches 14 8 15 9 17

Nachos 10 7 15 29 2

Chaat like BhelPuri etc 8 9 11 5 7

Desserts 5 5 9 5 2

Wraps 5 2 9 4 3

Summary

Never a shortage of Popcorn to enjoy your movie at INOX

In Sum, INOX seems to have a fairly good audience as indicated by:

z Number of visits to the multiplex (average 7 visits a quarter)

z Consumption of number of movies in the West and South Zone, which have most avid movie viewers

z Movies are preferred to be watched within thefirstweekendofrelease

In terms of their in-multiplex consumption it is evident that:

z Spends “per person” on tickets as well as F&B has increased


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Technology

A. AWARENESS ABOUT MODERN TECHNOLOGY 48

B. LIKELINESS TO PAY PREMIUM FOR MODERN TECHNOLOGY 49


Technology

A. Awareness about Modern Technology B. Likeliness to Pay Premium for Modern Technology

59748183

IMAX Screen Dolby Atmos Sound

Laser Projection 4DX

Total

North

South

East

West80%Of INOX audience are aware of modern technology such as IMAX and Dolby Atmos

Base : Total-2140, North-396, East-243, West-872, South-629.

50%IMAX Screen

37%Dolby Atmos

Sound

26%Laser

Projection

29%4DX

NORTH z Imax Screen - 50% z Laser Projection - 34% z Dolby Atmos Sound - 46% z 4DX (4D Experience) - 28%

WEST z Imax Screen - 55% z Laser Projection - 34% z Dolby Atmos Sound - 39% z 4DX (4D Experience) - 42%

EAST z Imax Screen - 61% z Laser Projection -27% z Dolby Atmos Sound - 40% z 4DX (4D Experience) - 29%

SOUTH z Imax Screen - 38% z Laser Projection - 11% z Dolby Atmos Sound - 29% z 4DX (4D Experience) - 11%

2019 - Base : Inox All-2421, West-924, North-548, East-291, South-658 PVR All-2119, West-876, North-458, East-235, South-550

Cinepolis VIP All-1805,West-574,North-504, East-215,South-512

Very Likely

Key Takeaway1 in 2 respondents are likely to pay a premium for IMAX Screen. North though having lower awareness for IMAX Screens but is still has a fair likeability to pay premium for it

Key TakeawayAwareness for IMAX Screen and Dolby Atmos Sound is nearly even, with 8 in 10 respondents being aware of them.


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Research ConclusionSummary of Research

AUDIENCE PROFILING ADVERTISING DISPOSITION MULTIPLEX HABITS

z INOX audiences were found tobemuchmoreaffluent(interms of their SEC, MHI, durable ownership, lifestyle habits among others), younger, more educated and more evolved (in terms of technology usage, views on consumption of daily newspaper for entertainment, gender equality among others) compared to general universe — A very strong case for inviting premium and evolved brands to reach out to richer audiences compared to traditional media

z Cinema on-screen advertising does seem to be effective as compared to TV as certain brands did perform well in INOX — Looking at the data in conjunction with the media plan may reveal more insights

z Preference for cinema advertising has improved over the past years. However, standalone, patrons like the advertising on Cinema screens (83% likeability) — This calls for selling in theatre advertising as a media that has captive (and non-maneuvering) audience

z Important to note that the audience seem to be largely indifferent to the placement of Ads - Interval Or Pre movie

z Overall, INOX audience seems to be fairly good as indicated by:

� Number of visits to the multiplex in a month (average 7 visits a quarter)

� Accompanied movie viewers (mostly accompanying friends) - collective viewing, hence opportunity for collective targeting. Is this one reason for Manyavar ads doing well?

� Catch movies early on after release (4 out of 5 watching within or before 1st weekend) - indication to bring on most advertisers within 1st weekend

z TICKET BOOKING:

� In online, BookMyShow is the preferred booking option (more so its smartphone app),significantlymorethanmultiplex app/website

z ACTIVITIES DONE IN MULTIPLEX/THEATRE:

� Patrons reach average 15 minutes before start of movie and ‘check out posters’ the most before start of movie - opportunity to leverage their attention on other movies/next releases etc. through this

� The amount spent “per person” on tickets as increased by around 50% on tickets as well as has more than doubled for F&B but the incidence on people spending for F & B has gone down drastically due to the costs - Costs can be optimized to improve incidence and maximize revenue

Resonating with quality conscious audiences...

INOX believes that the entertainment industry in India is a developing sector. With an ascending consumer demand and increasing advertisement revenues, the potential for growth is palpable. This is further enhanced by the industry’s highly motivated shift towards digitisation and increased internet usage over the last decade.

As per IBEF, the entertainment industry in India is anticipated to grow faster than the global average rate, while the Indian advertising industry is projected to be the second fastest growing market in Asia, after China. As the number of multiplex screens grow exponentially across the Indian economy, they impact the social and personal lives of people. We, at INOX, believe that it is essential to understand their influence on our audiences, studying the qualitative profiles of consumers who are a part of this phenomenal entertainment culture.

The research conducted in this study uncovers the prominent characteristics and behaviour patterns of INOX’s audience: it is more affluent and evolved; it is younger in terms of average age; it is increasingly tech savvy; and it has a higher level of education than the general universe.

With an observed increase in the amount spent on tickets ‘per person’ and F&B options, INOX’s audience has demonstrated a strengthening purchasing power. This is indicative of the type of products or services that might interest our audience. INOX patrons were also found to be more aware of technological enhancements in the cinema viewing experience like DOLBY Atmos sound systems and IMAX screens, willing to pay a premium for these enhancements. These attributes serve as benchmarks for inviting premium brands to reach out to this set of consumers.

Preferences for in-cinema advertising also improved over the past few years. As more and more people prefer to watch advertisements at the cinema, there is an opportunity to generate revenues by leveraging in-theatre advertising as a medium that generates audience interest. It was also found that—on average—an individual makes seven visits to a multiplex per quarter, preferring to do so in a group. Additionally, the INOX audience usually prefers to watch movies within the first weekend of release, arriving—on average—15 minutes before the movie starts.

By understanding the general consumption behaviour of the INOX audience, one may be able to optimise the time and duration of advertisements placed in our multiplexes, while also identifying opportunities for engagement and other marketing related activities.


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