INOX - Kantar IMRB Research Brochure 2019

4 1
A Quantitative Study by
Contact Details
Advertising Sales
Contents
sales@inoxmovies.com
New Properties and Expansion

bd@inoxmovies.com
EXECUTIVE SUMMARY 2
INTRODUCTION 4
At a Glance 4
PROFILING THE CONSUMER 8

A. Undestanding the Demographics 10
Summary 18
B. Psychographic Profiling 20
C. Premium Durable Ownership 22
Summary 24
ADVERTISING IN THEATRES 27
A. Undestanding the Efficacy 28
B. Understanding Disposition of Patrons 30
Summary 31
MOVIE CONSUMPTION 32
A. Multiplex Habits 34
B. Activities Undertaken at Multiplexes 42
Summary 47
TECHNOLOGY 49
A. Awareness about Modern Technology 50
B. Likeliness to Pay Premium for Modern Technology 51
RESEARCH CONCLUSION 52
Summary of Research 52
Resonating with quality conscious audiences... 53
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

2 3
Executive
Summary
Salient Features of the Research
1 2 3
2608 INOX patrons 2a Recruitment of the
respondent at INOX
Assimilation of key findings to
distill strategic inputs.
were interviewed across
properties.
20 cities in India.
2b Detailed interviews
of the recruited
respondents within the
next 72 hours.
visits to malls, restaurants, and When considering their All in all, this study places INOX
online food delivery options. awareness for modern in a favourable position when
Besides, other affluence technology, the research considering the quality of its
indicators such as frequent shows an opportunity to audience and their movie
holidaying, the ownership of attract the INOX audience consumption behaviour.
high-end durables — including towards the experience of With the insight that this
mobile phones, cards and cars IMAX and Dolby Atmos sound study brings, INOX will be
— are prominently visible. systems. This is strengthened able to implement strategies
by the evidence that the to achieve their business
Witnessing an overall hike INOX audience does not objective of maximising their
of 15% since 2016, the Ad- mind spending more for a revenue through advertising,
Recall and Ad-Consumption technologically enhanced food and beverage sales, and
behaviour of the INOX viewing experience. ticket sales.
audience indicates that
cinema advertising is growing.
Additionally, there seems to be
an increase in the preferability
In collaboration with Kantar the scope of this research belongs to a younger lot, for advertisements screened in
IMRB, INOX Leisure Limited has is based on recruitment with an average age of 29 theatres over television.
taken the initiative to research interviews at over 30 different years. INOX’s audience was
and understand the profile of INOX properties. Moreover, the also found to be an evolved The research also
INOX’s audience. By profiling interviews were spread across set in terms of education, demonstrates the audience’s
INOX’s typical ticket buyer, different time slots during with a higher percentage multiplex habits. The INOX
analysing their response to movie schedules. The key of graduates and post audience usually prefers to
advertising, and documenting findings of this research were graduates. Additionally, INOX’s watch movies within the first
their Multiplex habits, this then compared to the TGI clientele is more affluent than weekend of the release and
research hopes to uncover universe, concluding on how the general universe, with their likes to spend more — on
their unique decision-making the INOX audience stands out. socio-economic classification average — on Food and
process, and leverage it to and monthly household Beverages while doing so.
maximise revenue. Drawing attention towards income positively skewed
the demographic and compared to the TGI universe. Note:
In addition to detailed psychographic profile of its Likewise, the audience possess TGI is a syndicated offering of Kantar IMRB which is widely accepted by media houses, media agencies, account planners, advertisers
interviews conducted with consumers, the research an inclination towards leisure for profiling audience, developing strategies, understanding consumers segments and also for business development and sales as well
as category and competition analysis.
respondents at their homes, showed INOX’s audience activities that involve frequent

4 5
Introduction
At a Glance
The INOX Audience INOX Leisure: Presence in India*
19 States | 67 Cities | 139 Properties | 574 Screens | 1,35,586 Seats
Truly a PAN India

presence covering
the length and
TED M breadth of the
A AFF ORE
EDUC LUE country.
NT
EVO
G
MO VED
PUNJAB | 2 Properties | 10 Screens
UN
RE
L
YO
HARYANA | 6 Properties | 19 Screens DELHI | 5 Properties | 16 Screens
ASSAM | 1 Property | 2 Screens

RAJASTHAN | 13 Properties | 47 Screens
UTTAR PRADESH | 7 Properties | 27 Screens
MADHYA PRADESH | 5 Properties | 22 Screens
JHARKHAND | 1 Property | 4 Screens
WEST BENGAL | 15 Properties | 59 Screens

GUJARAT | 19 Properties | 76 Screens
19 67 139
ODISHA | 4 Properties | 14 Screens
MAHARASHTRA | 28 Properties | 130 Screens CHHATTISGARH | 2 Properties | 8 Screens
States Cities Properties TELANGANA | 2 Properties | 11 Screens
GOA | 4 Properties | 14 Screens
ANDHRA PRADESH | 8 Properties | 33 Screens

KARNATAKA | 11 Properties | 45 Screens
TAMIL NADU | 5 Properties | 31 Screens

KERALA | 1 Property | 6 Screens
574 1,35,586
Screens Seats
NORTH SOUTH EAST WEST
*As on April 1, 2019

6 7
Introduction
At a Glance
Objectives of the Report Sample Split
• To understand the audience relationship with in-cinema advertising NORTH SOUTH EAST WEST
• To gain insight in to the factors governing the choice of cinema destination Centre No. of Sample Centre No. of Sample Centre No. of Sample Centre No. of Sample
Properties Size Properties Size Properties Size Properties Size
• To know about the awareness of new technology implementation in cinema
and its consumption Delhi 3 250 Bangalore 4 301 Kolkata 2 200 Mumbai 4 300
Noida 1 87 Chennai 1 100 Bhubaneswar 1 100 Navi Mum. 1 111

(Vashi )
Gurgaon 1 83 Hyderabad 1 100 Thane 1 75
30 Jaipur 1 116 Vijayawada 1 50 Surat 1 102
Total No. of Properties Vizag 1 105 Indore 1 88

Covered
Amritsar 1 50 Coimbatore 1 100 Pune 2 173
2608 Total 586 Total 756 Total 300

Vadodara 1
Total
117
966
Sample Size
Grand Total Total No. of Properties : 30, Sample size : 2608
Research Methodology Key Notes
zz 2608 patrons visiting INOX properties in 20 cities, All numbers except base are in %, unless
30 properties were interviewed mentioned otherwise
zz Interviews spread across different time slots as per Data is represented at overall level (All India)
movie schedules and zone wise to ensure robust reads
zz 2 stage interviewing process zz North- Amritsar, Delhi, Jaipur, Gurgaon,
Recruitment interview at INOX properties Noida
Detailed Interviews conducted with
zz South- Bangalore, Chennai, Hyderabad,
respondents at home
Vijayawada, Vizag and Coimbatore
zz The key findings of the research were compared
zz East- Bhubaneshwar, Kolkata
with TGI Period of fieldwork-
To ascertain how the profile of our patrons Recruitment: 21st – 28th Dec’ 2018 zz West- Pune, Mumbai, Thane, Vashi, Surat,
compares with the universe profiles Main Interview: 24 Dec’ 2018 -
th Vadodara and Indore
22nd Jan 2019

8 9
Profiling
the Consumer
A. UNDERSTANDING THE DEMOGRAPHICS

Consumer Profile Comparison 10
1. Tabbing the affluence of the INOX Audience 11
Key Takeaway 11
2. Probing and Indexing the Durable Basket 12
Key Takeaways 12
3. Screening Other Influence Indicators 13
Key Takeaway 13
4. How educated is the INOX Audience? 16
Key Takeaway 16
5. Profiling the Age of INOX Audience 17
Key Takeaway 17
SUMMARY 18
B. PSYCHOGRAPHIC PROFILING
1. Psychographic Make-up for the INOX Audience 20
Key Takeaways 21
C. Premium Durable Ownership

1. Smartphone Ownership 22
2. Car Ownership 23
SUMMARY 24

10 11
Profiling
the Consumer
A. Undestanding the Demographics 1. Tabbing the affluence of the INOX Audience
Consumer Profile Comparison

89% 98%
Of INOX audience comprise ‘SEC A’ Of INOX audience in Northern zone
vis-a-vis 30% of the TGI comprise ‘SEC A’ vis-a-vis 44% of the TGI
NCCS
NCCS A 89 30 NEW SEC ALL INDIA (20 CITIES) NORTH SOUTH EAST WEST
NCCS B 11 28 TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox
Age
15 – 24 yrs. 37 29 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019
25 – 34 yrs. 42 27 A 30 89 44 98 29 87 15 87 27 84
MHI (in `) >35 yrs. 22 44 B 28 11 25 2 26 11 24 11 32 17

Average 55000 19000 Average Age 29 33 C 27 1 21 0 31 3 29 2 27 0
D/E 15 - 10 0 14 0 32 0 14 0
AVERAGE ALL INDIA NORTH SOUTH EAST WEST

Car Ownership Education Status MHI
2 or more 3 0 of the Respondent TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox
cars Post 15 3 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019
1 car 31 14 graduate
INR INR INR INR INR INR INR INR INR INR
(General)
No car 66 86 19000 55000 23000 57000 17000 39000 14000 68000 18000 64000
Graduate 46 17
SSC/HSC 15 36
Device Ownershipp
Smartphone 100 67 Key Takeaway
Feature 31 88 Card ownership As reflected by their socio-
phone Debit card 88 17 economic classification and
monthly household income
iPad/Tablet 8 3 Credit card 38 7
skew compared to the
universe as per TGI, INOX’s
audience is clearly a very
affluent set. However, their
durables basket needs to be
INOX considered.
TGI - Universe
Fig. in % Base : All Respondents-2608,

North-586, South-756, East-300, West-966 (2019).

12 13
Profiling the Consumer

A. Undestanding the Demographics
2. Probing and Indexing the Durable Basket 3. Screening Other Influence Indicators
67% 34% 38% 88%

Of INOX audience own a computer or Of INOX audience own at least one four Of INOX audience own a credit card Of INOX audience own a debit card
laptop compared to 14% of the TGI wheeler compared to 20% of the TGI compared to 7% of the TGI compared to 17% of the TGI
(PENETRATION) ALL INDIA NORTH SOUTH EAST WEST (PENETRATION) ALL INDIA NORTH SOUTH EAST WEST
Durable Ownership TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox Car Ownership 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 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019
Ceiling Fan 81 100 81 100 81 99 89 100 78 100 Three Cars or more 0 2 0 0 0 1 0 1 0 5
LPG Stove 72 100 76 100 65 100 74 100 76 100 Two Cars 0 1 0 1 0 1 0 5 0 0
Two Wheeler 51 95 67 98 60 99 19 73 43 99 One Car 14 31 17 57 12 16 8 33 16 25
Color TV 79 100 67 100 84 100 83 99 81 100 No car 86 66 83 42 88 82 92 62 83 70
Refrigerator 67 98 83 99 55 97 50 96 72 100
Washing Machine 50 83 72 91 47 83 17 79 48 80 (PENETRATION) ALL INDIA NORTH SOUTH EAST WEST
Personal 14 67 15 80 10 61 17 80 17 60 Card Ownership TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox
Computer/ Laptop
2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019
Car / Jeep / Van 20 34 19 58 26 18 9 38 18 30
Credit Cards 7 38 5 49 8 40 10 18 7 37
Air Conditioner 11 27 21 15 7 25 6 62 10 26
Debit Cards 17 88 15 89 14 89 16 85 25 88
Key Takeaways Key Takeaway

As expected , the durable basket of the INOX
Looking at car
audience is far more affluent as compared
ownership, INOX’s
to that in the universe. This was observed
audience is far
more so when considering high end durables
more affluent when
such as Computers, Laptops, Cars and Air
compared to the
conditioners.
universe. A similar
It may be interesting to understand other pattern can be
peripherals that are indicative of affluence observed for card
such as Car Ownership, Debit/Credit Cards, ownership, which
and Holidays. has also improved
since 2016.
Base : All Respondents-2608, Base : All Respondents-2608,

North-586, South-756, East-300, West-966 (2019). North-586, South-756, East-300, West-966 (2019).

14 15

3. Screening Other Influence Indicators contd...
62% 85% 9% 13%

Of INOX audience take more than Of INOX audience takes atleast Of INOX audience takes more than Of INOX audience goes on a holiday
2 Domestic holidays in a year 1 Domestic holiday in a year 2 International holidays in a year abroad atleast once in a year
(PENETRATION) ALL INDIA NORTH SOUTH EAST WEST FREQUENCY TOTAL NORTH SOUTH EAST WEST
Device Ownership TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox Holidays abroad TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox
(in past 12 months)
Feature Phone – Basic calling 88 31 91 40 81 34 91 27 92 23
1 holiday 0.07 4 0 7 0 2 0 6 0.06 3
Smart Phone – With internet/touch 67 100 72 99 62 100 54 100 73 100
screen 2 holidays 0.04 1 0 2 0 1 0 1 0 2
iPad/Tablet 3 8 2 6 5 5 2 7 1 12 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 99.62 87 99.98 81 99.77 91 99.95 86 99.55 86
FREQUENCY TOTAL NORTH SOUTH EAST WEST 12 months
Holidays in India TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox
(in past 12 months) ALL INDIA NORTH SOUTH EAST WEST
2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 Frequency in a Month TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox
1 holiday 5 23 4 28 6 15 7 29 10 25 Visiting a Restaurant 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
or a Coffee Shop
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 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
Did not go on a Holiday in the Last 89 15 93 22 87 12 92 22 75 12

12 months
Key Takeaway
INOX’s audience is far more
Key Takeaways indulgent in leisure activities
compared to the universe as
As expected, the universal smart
indicated by their frequent
phone ownership was fairly high
visits to malls.
amongst patrons.
Our audience also seems to be
taking many more holidays in the
year as compared to the
universal behaviour.
Base : All Respondents-2608, *Increase in Smartphone ownership could have a correlation with Base : All Respondents-2608,
North-586, South-756, East-300, West-966 (2019). decline of Laptop/personal computer ownership North-586, South-756, East-300, West-966 (2019).

16 17

4. How educated is the INOX Audience? 5. Profiling the Age of INOX Audience
15% 72% 29 years 42% 79%

Of INOX audience are Post Graduates Of INOX audience are Graduates and Average age of INOX Of INOX audiences fall Of INOX audience is below the
compared to 3% of the TGI above compared to 33% of the TGI audience compared to between 25-35 years age age of 34 years
33 years of the TGI
(PENETRATION) ALL INDIA NORTH SOUTH EAST WEST ALL INDIA NORTH SOUTH EAST WEST
Device Ownership TGI Inox TGI Inox TGI Inox TGI Inox TGI Inox Age Group 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 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019 2018 Wave 2 2019
Illiterate 2 0 1 0 3 0 3 0 0 0 15-24 Yrs. 29 37 33 39 27 35 25 52 28 28
School : upto 4th 3 0 4 0 2 1 7 0 2 0 25-34 Yrs. 27 42 25 41 29 42 26 33 28 45

class
35-44 Yrs. 24 16 22 16 25 15 25 7 24 19
School : 5th – 9th 17 1 15 1 19 1 21 0 16 1
class 45+ Yrs. 20 6 19 4 19 6 24 6 20 6
SSC / HSC 36 15 38 18 35 13 27 7 39 18 Average Age 33 29 32 28 33 29 34 27 33 30
Some college (incl. 9 12 8 8 8 11 7 10 13 15

Dip) not graduate
Graduate –General 17 46 23 52 18 35 13 47 12 51
Post-Graduate- 3 15 2 15 3 20 2 19 5 10
General
Graduate/ 13 11 9 6 12 19 20 17 13 5
Post – graduate
(Professional)
Key Takeaway
INOX’s audience is far
more educated than Key Takeaway
the universe with a
As can be observed, the INOX
higher percentage of
audience is a much younger
graduates and post
group (average age 29 years)
graduates visiting
and belong more to the
the cinemas.
consuming class as compared to
general population.
Base : All Respondents-2608 , Base : All Respondents-2608,


18 19
Summary
Affluence of the INOX Audience The INOX Audience

The INOX audience are far more affluent as compared to the TGI in The INOX audience are an evovled set
the following terms
Smartphones,
Cars and so on… NCCS more
EDUCATED
Ownership of Durables
Debit/Credit cards basket
YOUNGER
than TGI
MHI
Eating out,
visits to Malls
International
Holidays
more
TECH SAVVY

20 21
B. Psychographic Profiling
1. Psychographic Make-up for the INOX Audience
ALL INDIA NORTH SOUTH EAST WEST

Key Takeaways
Theme Strongly Agree% Inox - TGI Inox - TGI Inox - TGI Inox - TGI Inox - TGI
It 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.
Media My television viewing habits have been changed with the 8 5 13 -3 9
advent of online TV streaming services Additionally, as a function of higher levels of education, they have a relatively evolved view on
gender roles.
General You can tell a lot about someone by the car they own 6 -6 13 -3 12 The profiling also indicates that INOX audience is technologically advanced.
Electric/ The quality of peoples’ interaction has improved with 7 -2 6 11 12

Electronic technology
Equp.
General I try to keep up with technological developments 7 -7 9 10 14
Shopping International brands are better compared to Indian 3 -3 3 -6 11

brands
Media For me, daily newspapers are more for entertainment than 16 23 9 12 20
for news
Personal A designer label enhances a persons image 2 -11 3 0 13

Appearance
Home Household responsibilities should be shared equally by 8 -5 11 28 7

men and women
Travel I would rather book a trip over the Internet than interact 3 -9 6 9 5
with a travel agent to plan my travel
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 4 -5 13 -4 6
playing safe with my money
Finance I know that I have a financially secure future 0 -8 2 -1 2
General I am a religious person 7 0 11 9 6
Base : All Respondents-2608,


22 23
C. Premium Durable Ownership
1. Smartphone Ownership 2. Car Ownership

Samsung is the most owned device with an average price of ` 20,000 which is fairly premium Maruti Suzuki cars are most owned; although small mentions of premium car brands such as
Merc, BMW, Audi, Toyota, etc.
~50% 37% 3% 26%

Of INOX audience own phones with a Of INOX audience own Of INOX audience own luxury of INOX audience own high
value of ` 20,000 or more Maruti Suzuki cars cars like Audi, BMW and end cars such as Audi, BMW,
Mercedes Mercedes, Toyota, Nissan,
Volkswagen, Chevrolet,
and Ford.
Brands - Smartphone Ownership Brands - Car Ownership

Mean Price `
20000 Samsung 27% Maruti Suzuki 37%
Honda Cars 15%

18000 Oppo 16%
Hyundai Motors India 12%

16000 Mi 15%
Mahindra and Mahindra 11%
18000 Vivo 12%
Renault India 8%
32000 Apple iPhone 9%

Toyota 8%
25000 One Plus 6% Nissan Motors 5%
Volkswagen India 5%
22000 HTC 5%
Chevrolet 3%
17000 Motorola 5%
Ford India 2%
17000 Nokia 3%
BMW 1%
15000 Others 2%
Mercedes 1%
26000 Blackberry 2% Audi 1%
Apple iPhone-239, Blackberry-40, Google Pixel-24, HTC-141 , Motorola-130, Base: 878

Nokia-89, One Plus-148, Oppo-406, Samsung-711, Vivo-323, Mi-395,
Google Pixel Base too low to be represented

24 25
Summary
INOX’s audience is found to

be an evolved set in terms of INOX audiences’ psychographic profile well
in line with their demographic profile as well.
education and affluence They seem to be an evolved lot given that
they are over indexed on
01
zz Online content consumption-to an extent
that it has changed their TV viewing
habits
zz Newspaper consumption for
entertainment purposes
zz Attitudes towards gender equality
zz Fitness and Personal Grooming
02
Interestingly, they seem to be
under indexed on
zz Financial security
zz Could be a function of their
evolvement
restlessness
age
03
In terms of Smartphone and Car
Ownership –
zz Nearly half of them own a

smartphone costing ` 20,000
or more.
zz Maruti, Honda and Hyundai
are top 3 owned brands
amongst Inox Patrons
zz INOX audience own high end
luxury cars such as Audi, BMW,
Mercedes among others.

26 27
Advertising
in Theatres
A. UNDESTANDING THE EFFICACY

1. 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

28 29
Advertising
in Theatres
A. Understanding the Efficacy
1. Comparison of TV vs Theatre Advertising for Brand Recall 2. Most Likeable Media amongst INOX Patrons
Certain brands have a far superior recall in theatres as compared to TV
AD RECALL ALL INDIA (20 CITIES) NORTH SOUTH EAST WEST
Media
Manyavar
TV
35
Inox
59
TV
30
Inox
53
TV
41
Inox
55
TV
47
Inox
92
TV
31
Inox
55
27% 50%
Of INOX audience prefer Of INOX audience in North
Lux 44 45 46 47 53 41 50 48 33 46 theatre advertising, ahead of prefer theatre advertising
Oppo 41 42 38 26 52 54 48 45 31 41 print and outdoor more than TV
Just Dial 25 37 25 34 35 45 27 35 17 34
One Plus 27 33 20 28 40 44 39 34 17 27
LIKEABILITY (RANK 1 ACROSS MEDIA) ALL NORTH SOUTH EAST WEST
Oxemberg 18 29 14 25 19 19 22 38 18 37
2019 2019 2019 2019 2019
Iphone 25 27 25 17 33 34 31 30 16 26
TV Ads 34 32 39 32 32
SBI Life Insurance 14 27 14 18 19 29 22 29 8 30
LIC 22 26 19 20 29 30 14 18 21 28
Ads in Cinema theatres 27 50 28 20 14
Punjab National Bank 21 26 17 27 27 25 21 14 19 30
Cadini 15 24 18 28 20 26 16 31 9 18 Ads on Internet 15 5 17 16 20

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 Newspaper Ads 12 3 7 11 21
Outdoor Ads/Hoardings 12 9 9 20 13
Key Takeaways
Although TV Ads are still leading in
terms of likability when compared
to other mediums, it has seen a
considerable decline in comparison
to 2016.
Key Takeaway Cinema advertising is gaining
traction, witnessing an overall
It is important to note that
15% hike, which is more than
Theatres are catching up with TV
Newspaper and Digital Ads.
in terms of preference for viewing
advertisements.

North-586, South-756, East-300, West-966. North-586, South-756, East-300, West-966 (2019).

30 31
Advertising in Theatres
B. Understanding Disposition of Patrons Summary
1. Disposition of Patrons towards On-screen Advertising and its Timing

Cinema advertising is
preferred by INOX audience,
83% 53% 47% as compared to TV.
In Sum,
Of INOX audience like to Of INOX audiences prefer Of INOX audience
watch advertisements movie advertisements show likability towards zz On screen advertising does
in cinema during intervals advertisements before the seem to have efficacy as
start of the movie compared to TV
zz Affinity for Ads is shifting from
the traditional mediums like TV
91% 85%
to In-cinema advertisements
and internet ads
zz Further probing reveals that
Of INOX audience in North Of INOX audience in South over 80% audience do like
like watching advertisements like watching advertisements In-cinema advertising
% Likeability - Like a lot / Somewhat Like

91
85
83
83
60
Total North South East West
TOTAL NORTH SOUTH EAST WEST
Cinema 2019 2019 2019 2019 2019

Key Takeaway
Theatre- Ad In comparison to 2016, likability for ads
Preference screened in theatres has gone up. However,
the audience has become more indifferent
Before the 47 43 53 34 48
towards the placement of the ads.
start of the
movie
During 53 57 47 66 52
interval


32 33
Movie
Consumption
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
4. Behavioural Aspect in Ticket Booking for
Movie Theatres 40
Key Takeaway 40
5. Accompaniments 41
B. ACTIVITIES UNDERTAKEN AT MULTIPLEXES

1. Activities undertaken by Consumers before
start of the Movie and during the Interval 42
Key Takeaway 43
2. Audience Spend on Movie Tickets and
F&B Per Head 44
Key Takeaway 44
3. F&B Preferences among Audience 46
Key Takeaways 46
SUMMARY 47

34 35
Movie
Consumption
A. Multiplex Habits
1. Frequency of Movie Consumption across Media 2. Preference of Watching

2.31 2.74 49% 42%

Average number of times Average number of times people go Of INOX audience watch over Of INOX audience watch 5 to 10 movies
people watch a movie in a for a movie in a Multiplex Theatre in a 16 movies in the West in a year in the South in a year
Multiplex Theatre in a month month in West in a year
ALL NORTH SOUTH EAST WEST NORTH SOUTH EAST WEST

Single Screen Theatres 1.76 1.49 2.01 1.62 1.65 1 to 4 Movies 6 12 8 2
Multiplex Theatres 2.31 1.83 2.34 1.82 2.74
5 to 10 Movies 37 42 49 25
Television 7.12 6.17 7.77 7.01 7.22
11 to 15 Movies 36 23 32 24
Offline 4.33 4.11 3.18 5.90 4.98
Over 16 Movies 21 22 11 49
Online on OTT Platforms 3.31 3.34 1.27 4.85 3.86
Key Takeaway
The audience watches more
movies in multiplexes per
month as compared to single
screens. In fact in the West
Zone, only about 4 out of Key Takeaway
10 multiplex viewers watch Most number of movies are consumed in West followed by South. In South however,
movies on single screens. Chennai leads the chart by 81% respondents watching 16+ movies in a year.
Base : All Respondents-2608, Base : All Respondents-2608

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

36 37
Movie Consumption
A. Multiplex Habits
2. Preference of Watching contd...
50.15% 25.5%
Consumption by Day Parts
Of INOX audience watch movies on Of INOX audience watch a movie on a Weekday
42
42
41
a Weekend Weekday in West Weekend
36
36
Public Holiday
31
Weekday Vs Weekend Vs Public Holiday
23
17
17
ALL NORTH SOUTH EAST WEST
16
Weekday 22.88 25.16 18.96 19.85 25.5
9
7
Weekend 50.15 47.9 53.17 54.47 47.8
Morning Afternoon Evening Night
Public Holiday 26.98 26.95 27.86 25.68 26.7 (Before 12 noon) (12 noon - 4 p.m.) (4 p.m.- 9 p. m.) (After 9 p.m.)
Key Takeaways
As 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.


38 39
Movie Consumption
A. Multiplex Habits
2. Preference of Watching contd... 3. When do people usually reach the Theatre
47% 53% 60%

Of INOX audience watch a movie Of INOX audience watch a movie Of INOX audience arrive atleast
within the first weekend of the release within the first Weekend of its release in 11 minutes before the start time
the West
How soon do audience usually watch movies “after release”?

Time- Before The Start Time Of A Movie
First Day, First Show of the movie release 9 5 11 13 8

Mean-15
First Day of the movie release 23 47 12 15 19
6 34 39 17 3 1
Within first weekend of movie release 47 39 45 45 53
After the first weekend but within the second weekend of 17 7 22 23 16

movie release Less than 5 -10 11- 20 21- 30 31- 45 +45
5 minutes minutes minutes minutes minutes minutes
Later than second weekend of release 5 1 10 4 4
Key Takeaway
INOX’s audience usually watch Key Takeaway
movies within the first weekend
Nearly 2/3rd people reach
of the movie release. Their higher
the theatre 11 minutes
disposable income could be
before the start of
plausible cause behind this metric.
the movie.


40 41
Movie Consumption
A. Multiplex Habits
4. Behavioural Aspect in Ticket Booking for Movie Theatres 5. Accompaniments
65% 26% 69% 33%

Of INOX audience check movie Of INOX audience check movie Of INOX audience watch movies with Of INOX audience watch movies with
schedule on BookMyShow - App/ schedule from their Mobile Apps/ their friends their Spouse
Website Websites
Across the country, people prefer to watch movies with friends over family. In East, about 1 in 4
Sources - Movie Schedule also watch movies alone or with their parents. North doesn’t prefer watching movies with work
colleagues as compared to other zones. North and East watch movies more with their girlfriends/
boyfriends whereas South and West watch with their respective spouses
Mobile app of the BookMyShow 46
46
Other Mobile App/Website Alone 11 8 12 24 8
26
Parents 16 15 17 36 10
Website of the BookMyShow 19 Siblings 24 30 23 36 17
Spouse 33 28 37 15 39
Website of the Cinema Multiplex 18
Children 20 16 23 16 20
GF/BF 26 39 21 41 17
Mobile App of the Cinema Multiplex 17
Friends 69 65 76 84 62
Newspaper ad of the movie 14 Colleagues 19 9 22 26 21
Base : All Respondents

All--2608 North--586 South—756 East—300 West—966 (2019)
Newspaper listing 13
Newspaper ad of the Cinema Theatre 6
Key Takeaway
BookMyShow leads the chart with
6 out of 10 respondents using it to
know the movie schedule.


42 43
Movie Consumption
B. Activities Undertaken at Multiplexes
1. Activities undertaken by Consumers before start of the Movie and

during the Interval
49% 46%
Of INOX audience check out posters of Of INOX audience buy snacks or drinks
upcoming movies from the food court during Interval
Activities Done-Before the start of movie Activities Done-During Interval
Check out various posters of upcoming movies 49 Buy snacks or drinks from the food court/section 46
Wait for the show and listen to lobby music 35 Spend time surfing your phone 34
Talk to the person/s accompanying me 34 Visit the washroom 33
Just wait for the show to start and do nothing 32 Talk to the person accompanying me 32
Spend time surfing your phone 31 Just go out to take a small walk/stretch in the 28
cinema lobby
Buy snacks or drinks from the cinema lobby 29 Stay at my seat and order for food and beverages 25
Roam around the mall if the multiplex is in a mall 27 Spend time talking on your phone to someone 23
Notice various advertisements displayed in and 26 Stay at my seat and do nothing 23

around the waiting area
Spend time talking on your phone to someone 23 Stay at my seat and watch the ads and trailers 22
on screen
Visit the washroom 20
Key Takeaway
People usually check out the posters of upcoming movies before
the start of movie and are usually busy buying snacks/drinks
during interval.


44 45
Movie Consumption
B. Activities Undertaken at Multiplexes
2. Audience Spend on Movie Tickets and

F&B Per Head
` 348 ` 340
Is the average spent on Is the average spent on F&B in
movie tickets the West
NORTH SOUTH EAST WEST NORTH SOUTH EAST WEST
` 200 or Less 3 15 10 5 No Expenditure on F&B 29 16 26 17
` 100 or Less 3 10 15 5
` 201 to ` 300 28 56 50 30
` 101 to ` 150 13 30 24 11
` 301 to ` 400 34 16 32 29
` 151 to ` 250 20 32 19 22
` 401 to ` 500 23 11 4 25
` 251 to ` 500 32 8 13 32
` 501 to ` 1000 12 1 4 11
More than ` 500 3 3 2 13

Average Expenditure 348 390 290 304 380 Average Expenditure 270 282 198 202 340
Key Takeaway Key Takeaways

The average expenditure The average expenditure on
per movie ticket has F&B offering has increased
increased, with the North by a relatively high margin.
Zone and West Zone
Expenditure in the West Zone
higher than the
is the most at almost ` 340
average index.
per person.

North-586, South-756, East-300, West-966 (2019).. North-586, South-756, East-300, West-966 (2019).

46 47
Movie Consumption
B. Activities Undertaken at Multiplexes Summary
3. F&B Preferences among Audience

Never a shortage of Popcorn
to enjoy your movie at INOX
68% In terms of their in-multiplex
consumption it is evident that:
Of INOX audience prefer Popcorn from
the F&B offerings zz Spends “per person”
on tickets as well as
F&B has increased

In Sum, INOX seems to have a fairly good
Popcorn 68 83 62 73 63
audience as indicated by:
Soft Drinks 54 62 37 43 68
zz Number of visits to the multiplex (average
Chips 49 43 54 57 46 7 visits a quarter)
Water Bottle 32 23 33 21 38 zz Consumption of number of movies in the
West and South Zone, which have most
Samosas 31 13 41 5 39
avid movie viewers
Ice-cream 24 12 42 25 15
zz Movies are preferred to be watched within
Tea / Coffee 24 14 14 24 37 the first weekend of release
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
Key Takeaways
Popcorn, Soft drinks and Chips still remain the
most preferred Food and Beverage options.
Pizza and French Fries are also
gaining traction.
2019 -Base : Respondents who spend on F&B – 2074,

North – 414, South – 635, East – 212, West – 804.

48 49
Technology
A. AWARENESS ABOUT MODERN TECHNOLOGY 50

B. LIKELINESS TO PAY PREMIUM FOR
MODERN TECHNOLOGY 51

50 51
Technology
A. Awareness about Modern Technology B. Likeliness to Pay Premium for Modern Technology
80% Very Likely

Total East
North West
South
Of INOX audience are aware NORTH EAST
of modern technology such as zz Imax Screen - 50% zz Imax Screen - 61%
IMAX and Dolby Atmos zz Laser Projection - 34% zz Laser Projection -27%
zz Dolby Atmos Sound - 46%
zz 4DX (4D Experience) - 28% 50% zz Dolby Atmos Sound - 40%
zz 4DX (4D Experience) - 29%

IMAX Screen
83
81
74
59
IMAX Screen Dolby Atmos Laser Projection 4DX
Sound
29%
4DX
26% 37%
Laser Dolby Atmos
Projection Sound
WEST SOUTH
zz Imax Screen - 55% zz Imax Screen - 38%
zz Laser Projection - 34% zz Laser Projection - 11%
zz Dolby Atmos Sound - 39% zz Dolby Atmos Sound - 29%
zz 4DX (4D Experience) - 42% zz 4DX (4D Experience) - 11%
Key Takeaway Key Takeaway

Awareness for IMAX Screen and Dolby Atmos Sound is nearly even, with 8 in 10 1 in 2 respondents are likely to pay a premium for IMAX Screen. North though having
respondents being aware of them. lower awareness for IMAX Screens but is still has a fair likeability to pay premium for it
2019 - Base : Base : Total-2140,

Inox All-2421, West-924, North-548, East-291, South-658 North-396, East-243, West-872, South-629.
PVR All-2119, West-876, North-458, East-235, South-550
Cinepolis VIP All-1805,West-574,North-504, East-215,South-512

52 53
Research Resonating with

quality conscious audiences...
Conclusion
Summary of Research 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.
AUDIENCE PROFILING ADVERTISING DISPOSITION MULTIPLEX HABITS
As per IBEF, the entertainment industry in India is anticipated to grow faster than the
zz INOX audiences were found zz Cinema on-screen advertising zz Overall, INOX audience seems to global average rate, while the Indian advertising industry is projected to be the second
to be much more affluent (in does seem to be effective as be fairly good as indicated by: fastest growing market in Asia, after China. As the number of multiplex screens grow
terms of their SEC, MHI, durable compared to TV as certain exponentially across the Indian economy, they impact the social and personal lives
Number of visits to the
ownership, lifestyle habits brands did perform well in of people. We, at INOX, believe that it is essential to understand their influence on
multiplex in a month
among others), younger, more INOX — Looking at the data our audiences, studying the qualitative profiles of consumers who are a part of this
(average 7 visits a quarter)
educated and more evolved in conjunction with the media phenomenal entertainment culture.
(in terms of technology usage, plan may reveal more insights Accompanied movie viewers
(mostly accompanying The research conducted in this study uncovers the prominent characteristics and
views on consumption of daily
zz Preference for cinema friends) - collective viewing, behaviour patterns of INOX’s audience: it is more affluent and evolved; it is younger
newspaper for entertainment,
advertising has improved hence opportunity for in terms of average age; it is increasingly tech savvy; and it has a higher level of
gender equality among others)
over the past years. However, collective targeting. Is this education than the general universe.
compared to general universe
— A very strong case for inviting standalone, patrons like the one reason for Manyavar ads With an observed increase in the amount spent on tickets ‘per person’ and F&B
premium and evolved brands to advertising on Cinema screens doing well? options, INOX’s audience has demonstrated a strengthening purchasing power. This
reach out to richer audiences (83% likeability) — This calls for is indicative of the type of products or services that might interest our audience. INOX
Catch movies early on after
compared to traditional media selling in theatre advertising as patrons were also found to be more aware of technological enhancements in the
release (4 out of 5 watching
a media that has captive (and cinema viewing experience like DOLBY Atmos sound systems and IMAX screens, willing
within or before 1st weekend)
non-maneuvering) audience to pay a premium for these enhancements. These attributes serve as benchmarks for
- indication to bring on
most advertisers within inviting premium brands to reach out to this set of consumers.
zz Important to note that the
1st weekend Preferences for in-cinema advertising also improved over the past few years. As
audience seem to be largely
indifferent to the placement of more and more people prefer to watch advertisements at the cinema, there is an
zz TICKET BOOKING:
Ads - Interval Or Pre movie opportunity to generate revenues by leveraging in-theatre advertising as a medium
In online, BookMyShow is the that generates audience interest. It was also found that—on average—an individual
preferred booking option makes seven visits to a multiplex per quarter, preferring to do so in a group. Additionally,
(more so its smartphone the INOX audience usually prefers to watch movies within the first weekend of release,
app), significantly more than arriving—on average—15 minutes before the movie starts.
multiplex app/website
By understanding the general consumption behaviour of the INOX audience, one
zz ACTIVITIES DONE IN MULTIPLEX/ may be able to optimise the time and duration of advertisements placed in our
THEATRE: multiplexes, while also identifying opportunities for engagement and other marketing
related activities.
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

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4 1

New Properties and Expansion

PROFILING THE CONSUMER 8

INOX Leisure Ltd.

Phone: 91-22-4062 6900

Quantitative Study 2019

Quantitative Study 2019

Truly a PAN India

HARYANA | 6 Properties | 19 Screens DELHI | 5 Properties | 16 Screens

ASSAM | 1 Property | 2 Screens

WEST BENGAL | 15 Properties | 59 Screens

States Cities Properties TELANGANA | 2 Properties | 11 Screens

GOA | 4 Properties | 14 Screens

ANDHRA PRADESH | 8 Properties | 33 Screens

TAMIL NADU | 5 Properties | 31 Screens

*As on April 1, 2019

Quantitative Study 2019

Objectives of the Report Sample Split

Noida 1 87 Chennai 1 100 Bhubaneswar 1 100 Navi Mum. 1 111

Gurgaon 1 83 Hyderabad 1 100 Thane 1 75

30 Jaipur 1 116 Vijayawada 1 50 Surat 1 102

Total No. of Properties Vizag 1 105 Indore 1 88

2608 Total 586 Total 756 Total 300

Research Methodology Key Notes

Quantitative Study 2019

A. UNDERSTANDING THE DEMOGRAPHICS

C. Premium Durable Ownership

Quantitative Study 2019

Consumer Profile Comparison

MHI (in `) >35 yrs. 22 44 B 28 11 25 2 26 11 24 11 32 17

AVERAGE ALL INDIA NORTH SOUTH EAST WEST

Fig. in % Base : All Respondents-2608,

Quantitative Study 2019

Profiling the Consumer

67% 34% 38% 88%

Ceiling Fan 81 100 81 100 81 99 89 100 78 100 Three Cars or more 0 2 0 0 0 1 0 1 0 5

LPG Stove 72 100 76 100 65 100 74 100 76 100 Two Cars 0 1 0 1 0 1 0 5 0 0

Two Wheeler 51 95 67 98 60 99 19 73 43 99 One Car 14 31 17 57 12 16 8 33 16 25

Color TV 79 100 67 100 84 100 83 99 81 100 No car 86 66 83 42 88 82 92 62 83 70

Washing Machine 50 83 72 91 47 83 17 79 48 80 (PENETRATION) ALL INDIA NORTH SOUTH EAST WEST

Key Takeaways Key Takeaway

Base : All Respondents-2608, Base : All Respondents-2608,

Quantitative Study 2019

Profiling the Consumer

3. Screening Other Influence Indicators contd...

62% 85% 9% 13%

Did not go on a Holiday in the Last 89 15 93 22 87 12 92 22 75 12

Quantitative Study 2019

Profiling the Consumer

15% 72% 29 years 42% 79%

Illiterate 2 0 1 0 3 0 3 0 0 0 15-24 Yrs. 29 37 33 39 27 35 25 52 28 28

School : upto 4th 3 0 4 0 2 1 7 0 2 0 25-34 Yrs. 27 42 25 41 29 42 26 33 28 45

SSC / HSC 36 15 38 18 35 13 27 7 39 18 Average Age 33 29 32 28 33 29 34 27 33 30

Some college (incl. 9 12 8 8 8 11 7 10 13 15

Base : All Respondents-2608 , Base : All Respondents-2608,

Quantitative Study 2019

Profiling the Consumer

Affluence of the INOX Audience The INOX Audience

Quantitative Study 2019

Profiling the Consumer