Buying cinema tickets at the cinema box office is not passé, despite internet websites and telecom operators offering to deliver that service instantaneously.
MUMBAI: Buying cinema tickets at the cinema box office is not passé, despite internet websites and telecom operators offering to deliver that service instantaneously.
Almost 86% of the country prefers to line up for booking tickets, according to a survey conducted by Indian Market Research Bureau and Fun Cinemas.
The findings spring a surprise, especially in heavy traffic cities like Mumbai, where internet ticket booking is as low as 2%. Compare that to Bangalore, where internet bookings account for about 8% of ticket sales.
Bangalore’s savviness is just the beginning of its love for the movies.
The city (along with Panipat) tops movie watching across the country. While over 90% of the 2,850 respondents across 8 cities surveyed prefer watching Bollywood masala films, Bangalore shows a strong affiliation and liking for English and regional movies as well.
Respondents in Bangalore watch a movie in 18 days, compared to an all-India average of 24.5 days. The city’s denizens also pay 50% more for a multiplex ticket — that’s about Rs 160 — while Mumbai-ites pay an average ticket price of Rs 148.
The survey also probed into appeal of promotional and marketing activities in the multiplex.
It found that offerings such as dates with celebrities, or gifts like high-end cars are highly suspected.
Respondents valued rewards like free tickets or free audio CDs, which they considered more believable.
Atul Goel, managing director, E-city Ventures, said, “The research indicates that the proliferation of multiplexes has brought fantastic powers in the hands of people. Consumers have developed strong expectations and preferences. The findings should help evolve an unprecedented focus on customers in order to serve him better.”
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