Abstract

PVR Ltd. was the first to introduce the concept of multiplexes in India. With 51 screens as of February 2006, it was also the largest multiplex operator in India. The case delineates the origin of PVR and its growth into a leader in the Indian film exhibition industry. It throws light on the company’s innovative marketing and promotional strategies and its new business initiatives. The case discusses the threats that the company faces in the form of increasing competition. It ends with a discussion on the future prospects of PVR in the entertainment business.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To appreciate the innovative marketing strategies adopted by the company in the film exhibition industry
• To understand the market dynamics and unique characteristics of the Indian exhibition industry
• To understand the effect of government policies on the company
• To analyze the challenges and future prospects of the company.

Keywords

Organic marketing, Organic juices, Premium pricing, Soil Association standards, e-retailing, Consumer shows, Supply shortage, Supermarket brands