Marketing Mix Of Cinemax and 7Ps (Updated 2024)

The Marketing mix of Cinemax analyses the 7Ps of Cinemax which includes the Product, Price, Place, Promotion, people, physical evidence and process of Cinemax. Cinemax India is a public company of Indian origin. In simple terms, it is a chain of cinema halls spread all over India. It is a multiplex belonging to the entertainment industry. Earlier, it was owned by its parent company, Kanika Group, but recently, it has been bought by a subsidiary company of PVR Cinemas called Cine Hospitality Private Ltd. Some of its main competitors in this field are as follows.

• Inox
• Reliance Big Cinemas

About Cinemax

• Type: A satellite television network
• Industry: Media and entertainment
• Founded: August 1, 1980
• Founders: Ted Turner, Charles Dolan, and John Malone
• Headquarters: New York, New York, United States
• Area served: United States, Latin America, Asia
• Current CEO: Christina Sulebakk
• Number of employees: 1,000+
• Major products: Original action series, documentaries, and unique behind-the-scenes

Cinemax Product Strategy

Cinemax is a theatre with one or more than one screen. As it belongs to the entertainment industry, people come here to watch movies in different languages. The most commonly watched films are in Hindi, and then the regional language of that city takes precedence along with an English film. The brand’s main products are its movies and employee services. Customers can also buy snacks and beverages at Cinemax. Digitization has revolutionized the film industry and the manner of viewing a movie. Several screens offer digitalized services, and the brand’s future expansion plan involves every screen providing the 3D experience.

The new Product Mix of Cinemax in 2024 is as follows (Source).

1. Movie Screenings: Cinemax’s core product is its movie screenings. This includes a range of genres, such as action, comedy, drama, fantasy, horror, romance, and more. Cinemax may offer screenings in various formats, including 2D, 3D, IMAX, and 4DX, to enhance the viewing experience.
2. Concessions: Food and beverages form a significant part of the product mix. This typically includes popcorn, nachos, hot dogs, candy, soft drinks, and sometimes a more extensive menu offering gourmet snacks, meals, and alcoholic beverages in select locations.
3. Loyalty Programs: Cinemax might offer loyalty or membership programs that provide benefits such as discounted tickets, free concessions, or exclusive access to special screenings and events.
4. Merchandising: Some locations might sell movie-related merchandise, such as posters, DVDs, apparel, or collectibles associated with famous films or franchises.
5. Private Screenings and Rentals: Cinemax may offer the option to rent out theatres for private screenings, corporate events, birthday parties, or other special occasions.
6. Gift Cards and Vouchers: Offering gift cards or vouchers that can be used for tickets, concessions, or other products is a common practice. These can be especially popular during holidays and special events.
7. Special Events and Screenings: Limited-time screenings of classic films, film festivals, movie marathons, or special events tied to movie premieres can also be part of the product mix, catering to niche audiences and film enthusiasts.
8. Online Streaming or On-Demand Services: Depending on their business model, Cinemax could also offer online streaming or on-demand services for watching movies or exclusive content at home.
9. Mobile App and Online Services: A mobile app or website that allows customers to purchase tickets, choose seats, and access loyalty program benefits could also be considered part of the product mix, enhancing customer convenience and engagement.

Cinemax Place Strategy

Cinemax has its presence spread over numerous cities in India. One can find a Cinemax in thirty-nine towns with a nearly one hundred and thirty-eight screen count. Some crucial cities for this theater are Kolkata, Mumbai, Bhopal, Allahabad, Hyderabad, Indore, Bangalore, and Nasik. It has plans to expand its chain to various other cities. Its headquarters is based in Gurgaon in the state of Haryana, India. Giggles’s gaming business is operational at several places, like Eternity Mall in Thane and Iscon Mega Mall in Rajkot. It has launched various lane-bowling at Pacific Mall in New Delhi. Locations of every Cinemax outlet have been chosen after consideration of the target market there.

Here’s the place strategy of Cinemax.

1. Strategic Location Selection: Cinemax typically selects prime locations for its theaters, such as shopping malls, commercial districts, or standalone venues in areas with high foot traffic to ensure visibility and accessibility to a broad audience.
2. Expansion in Key Markets: They focus on expanding their presence by identifying regions with growing demand for entertainment options, thus ensuring a broad geographic coverage that caters to urban and suburban audiences.
3. Multi-screen Venues: Cinemax often operates multi-screen venues, offering a variety of films and showtimes simultaneously to attract a diverse range of moviegoers and maximize utilization of their facilities.
4. Digital and Online Presence: Emphasizing a solid online presence, Cinemax provides an easy and efficient booking system through its website and mobile app, allowing customers to purchase tickets, select seats, and access loyalty programs from anywhere.
5. Collaborations and Partnerships: Engaging in collaborations and partnerships with malls, retail chains, and online platforms helps Cinemax enhance its accessibility and offer bundled services or promotions, making it a more attractive destination for entertainment seekers.

Cinemax Pricing Strategy

The occupancy of a theatre decides whether the company is earning a profit. Hence, creating a pricing policy that will suit the viewer’s and the owner’s needs is essential because revenues matter. Brand Cinemax has decided to keep its pricing policy different for movie theatres in every city. Places with high occupancy rates have a reasonable pricing policy, and places with few viewerships have an economical ticket pricing strategy.

The timing of a show is also an essential factor in determining ticket prices. A morning show before ten o’clock generally has a minimum price, whereas shows in the evenings are priced higher. Another vital factor determining the price of a ticket in Cinemax theatre is the quality of the released film or its star power. Generally, a movie with actors like Salman Khan and Shahrukh Khan attracts more people than one with Emraan Hashmi. The brand also does cinema marketing and earns revenues from sales of food and beverages in the theater and its gaming activities.

Cinemax employs a dynamic and multifaceted pricing strategy to maximize revenue, attract a diverse customer base, and enhance customer loyalty while adapting to competitive pressures and market demands. Here’s an overview of the critical components of Cinemax’s pricing strategy, articulated with a marketing perspective and consumers in mind.

1. Dynamic Pricing: Cinemax utilizes dynamic pricing for its tickets, adjusting prices based on movie popularity, day of the week, and showtime. This strategy allows Cinemax to capitalize on high-demand periods, such as weekends and holidays, by charging premium prices while offering lower prices during off-peak times to attract more viewers.
2. Tiered Seating Prices: Recognizing the varying preferences among moviegoers, Cinemax offers tiered seating options—ranging from standard seats to premium recliners with additional legroom and amenities. This tiered approach allows customers to choose how much they are willing to pay based on their desired level of comfort and experience, catering to budget-conscious and luxury-seeking audiences.
3. Loyalty and Membership Programs: To foster customer loyalty and repeat business, Cinemax has developed loyalty and membership programs that offer discounted tickets, free concessions, and other perks to frequent visitors. This strategy incentivizes repeat visits and helps collect valuable customer data for targeted marketing and personalized offers.
4. Promotional Pricing and Bundles: Cinemax frequently runs promotions, discounts, and bundled offers (such as combo deals on tickets and concessions) to attract new customers, encourage higher spending per visit, and enhance the overall value proposition for moviegoers. These promotions are often timed around new movie releases, holidays, or special events to maximize attendance.
5. Cross-Promotion and Partnerships: By engaging in cross-promotion and partnerships with other businesses (e.g., restaurants, retail brands, and online platforms), Cinemax can offer bundled deals, discounts, and rewards beyond the cinema experience. This strategy provides additional value to customers and broadens Cinemax’s reach and appeal through association with other popular brands and services.

Cinemax Promotion Strategy

Cinemax is one of the biggest multiplex chains in India, and to create awareness about its brand, it has undertaken several promotional policies. They have decided to open theatres in large malls where people visit high numbers. Its locations are chosen with infinite care so that they get maximum exposure. The company has upgraded its internal process system with the latest digital technology to serve efficiently.

It has also started a performance program for employees to attract customers and get the best out of them. Through its advertisements, Cinemax has been projected as a platform that provides memorable experiences, full entertainment, luxurious seating, and quality snacks and drinks. Its tagline is Enjoy, Relax. To lure customers, it also offers discounts on rates for specific shows.

Some Recent Video ads and Print ads for Cinemax are:

https://youtu.be/r-hlh1rjd0A

Cinemax People Strategy

In the service marketing mix context, “People” refers to all the human actors who play a part in service delivery and thus influence the buyer’s perceptions, including the firm’s personnel, the customer, and other customers in the service environment. Focusing on “People” in direct marketing for Cinemax is crucial in differentiating its service offering and ensuring a high-quality customer experience. Here’s how Cinemax might approach its service marketing mix’s “People” element.

1. Employee Training and Development: Cinemax invests in comprehensive training programs for its employees to ensure they possess the necessary skills and knowledge to provide exceptional service. This includes customer service training, technical skills for operating the latest cinema technologies, and emergency response preparedness. Well-trained staff are crucial for creating a positive movie-going experience, addressing customer needs promptly, and maintaining a safe and enjoyable environment.
2. Customer Service Excellence: The staff at Cinemax, from the ticket counter to the concession stand, are trained to exhibit professionalism, friendliness, and a customer-first attitude. High-quality customer service is pivotal in resolving issues, providing assistance, making customers feel valued and welcome, and fostering loyalty and repeat business.
3. Employee Empowerment: Cinemax recognizes the importance of empowering its employees with the authority to make decisions that can immediately address customer concerns or enhance the customer experience. This empowerment can lead to more personalized service, quicker resolution of issues, and a more positive brand perception.
4. Diverse and Inclusive Work Environment: Creating a diverse and inclusive work environment is essential for Cinemax, ensuring that its workforce reflects the diversity of its customer base. This diversity in personnel can enhance customer relations and service delivery by bringing a wide range of perspectives, understanding, and languages to the customer service process, making customers from various backgrounds feel more comfortable and understood.
5. Staff Engagement and Satisfaction: Cinemax understands that satisfied and engaged employees are more likely to provide better service. Therefore, it maintains high staff engagement and job satisfaction through fair compensation, recognition programs, career advancement opportunities, and a positive work culture. A motivated workforce is instrumental in delivering the high level of service that customers expect from a premier cinema experience.

Cinemax Process Strategy

In the service marketing mix context, the “Process” element refers to the procedures, mechanisms, and flow of activities consumed by services. This encompasses everything from the initial service design to delivery and post-service support. For Cinemax, an effective process strategy ensures operational efficiency, production cost reduction, customer satisfaction, and a seamless movie-going experience. Here’s an overview of how Cinemax might structure its process.

1. Online Booking and Mobile App Usage: Cinemax has streamlined ticket purchasing by offering an intuitive online booking system and a mobile app. These platforms allow customers to easily browse movie times, select seats, and purchase tickets and concessions in advance, reducing wait times and improving the overall customer experience. Features like QR code-based tickets enhance convenience and speed up entry on arrival.
2. In-theater Experience: The in-theater process is designed for efficiency and customer satisfaction, from the cinema’s layout that facilitates patrons’ easy movement to the quick-service concessions stands. Self-service kiosks for ticket collection and concession orders can also be part of this, minimizing queues and wait times.
3. Customer Service and Feedback Loops: Cinemax establishes transparent processes for customer service, including in-person assistance, online support, and feedback mechanisms. This ensures that customer issues are promptly addressed and that there is a continuous loop of feedback and improvement. Surveys and feedback tools help Cinemax to gauge customer satisfaction and identify areas for enhancement.
4. Maintenance and Cleanliness Protocols: Recognizing the importance of a clean and well-maintained environment in enhancing customer experience, Cinemax implements rigorous maintenance and cleanliness protocols. Regular checks and cleaning after each screening ensure theaters are always ready to welcome the next set of moviegoers, maintaining high standards of hygiene and comfort.
5. Emergency and Safety Procedures: Cinemax takes the safety of its patrons seriously, with well-defined emergency and safety procedures. These include regular staff training on emergency response, clear exit signage, and protocols for fire, medical emergencies, or other incidents. Ensuring a safe environment is critical for customer peace of mind and operational efficiency.
6. Loyalty and Membership Programs: The process of joining and benefiting from loyalty and membership programs is straightforward and rewarding. Customers can quickly sign up through the Cinemax website or app, accumulate points with each purchase, and redeem rewards to enhance customer loyalty and encourage repeat visits.

Cinemax Physical Evidence Strategy

The “Physical Evidence” component of the service marketing mix refers to the environment in which the service is delivered, alongside any tangible goods that facilitate the service or are used to communicate the service quality. Physical evidence is crucial for Cinemax as it directly impacts customer perceptions and experience. Here are critical aspects of Cinemax’s physical evidence marketing strategy.

1. Cinema Environment and Ambiance: The design and ambiance of Cinemax theaters play a significant role in enhancing customer experience. This includes comfortable seating, clean and well-maintained interiors, optimal lighting, and high-quality audio-visual systems. The theaters’ overall aesthetic and comfort level are vital in creating a memorable movie-going experience.
2. Branding Elements: The visual branding elements, such as the logo, color scheme, and signage within and outside the theaters, are consistent with Cinemax’s brand identity. These elements help create a recognizable and reassuring customer presence, enhancing brand recall and loyalty.
3. Technology and Equipment: The quality of the projectors, screens, sound systems, and seating technology (e.g., recliners and 3D glasses) proves Cinemax’s commitment to providing a superior viewing experience. State-of-the-art equipment is essential to justify premium pricing and differentiate the service from competitors.
4. Cleanliness and Hygiene: Cleanliness of the theaters, restrooms, and concession areas is a critical aspect of physical evidence. It affects customer satisfaction and reflects the brand’s attention to detail and care for its customers’ health and safety.
5. Concessions and Merchandise: Cinemax’s variety of food, beverages, and merchandise quality also constitute physical evidence. High-quality, well-presented concessions and exclusive merchandise can enhance the overall experience and contribute to the perceived value of Cinemax’s service.
6. Ticketing and Communication Materials: The design and functionality of tickets, whether physical or digital, along with promotional materials, website design, and mobile app interface, are part of the physical evidence. These elements should reflect the brand’s quality and attention to customer convenience and service.
7. Staff Uniforms and Appearance: The appearance and professionalism of the staff, including uniforms, name tags, and overall grooming, also contribute to the physical evidence. Staff appearance can influence customer perceptions of the service quality and professionalism of the cinema.
8. Safety Measures: Visible safety measures, such as security personnel, emergency exits, cleanliness protocols (especially in post-pandemic contexts), and safety signage, reassure customers about their well-being, enhancing the service experience.

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