Full-house at Shringar Cinemas'
Fame Adlabs: .NET enables maximizing customer convenience
Profile
Shringar Cinemas runs five-screen multiplex called Fame Adlabs
in Mumbai, and they plan to launch a chain of such muliplexes
all over the city. Reaching out to all segments of cine-goers,
their entertainment offering has a Unique Selling Prosposition
that gives them a competitive edge over other cinema houses.
Customer Situation
The past few years have seen some fundamental changes
in the way films are exhibited in India, driven largely
by changing consumer preferences. “Which is why there
are Feature Films of different genres being released
today, targeted at well-defined audiences,” observes
Shravan Shroff, CEO, Shringar Cinemas.
Audiences now have the choice to view entertainment
products from the convenience of their homes, through
cable television, DVD players, and the Internet. For
customers these options are potentially more attractive
than standing in queues to buy tickets at the box-office.
Shringar Cinemas decided to provide better customer
service: easy booking, guaranteed availability and proactive
information about films of their choice. |
We have been very happy with the initial response
from our customers. Now that we have started profiling
personal preferences of movie goers, our customers
can look forward to customized value additions
at Fame. 
Shravan Shroff
Shringar Cinemas
www.famecinemas.com |
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The ability to take faster decisions on scheduling
of films helps us minimize missed revenue opportunities.
Viraj Savant
CEO
Idealake Information Technologies
www.idealake.com |
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Solution
Shringar Cinemas worked with Idealake Information Technologies
Pvt. Ltd. to develop an internet based B2C e-commerce
site called FameCinemas.com, based on Microsoft's .NET
technology.
Customers have 24 x 7 access to an interactive seating
plan with a real-time countdown ticker. They can reserve
tickets of their choice online, upto an hour before
the show, keep themselves up-to-date with regards to
schedules, 'next changes', and interesting information
about forthcoming films. Tickets can be purchased via
a secure online electronic payment gateway. |
The solution enables site administration and updating cinema
schedules, initiating and closing online ticket booking for
a particular film.
The site can capture data on users' personal preferences
related to films. Based on this information, selective information
on films can be sent to users who have registered to receive
information from the company.
Benefits
In just three months, Shringar Cinemas had increased occupancy
in its movie halls and dramatically increased business agility.
12% of total seats are being booked online and they are expected
to go upto 20% shortly.
The company has also done away with the practice of pre-printing
tickets, and has introduced a variable pricing model for specific
show timings for certain films. Its use of the Internet as
a marketing medium helps to expand its geographic catchment
area.
Partner: Idealake Information
Technologies |
