Now, elder citizens too can feel Bollywood

Diksha Mehta plans to take her grandparents to the same movie theatre every Wednesday. No, her grandparents have not found a new idol to worship. Just that the facilities got even better.

Movie exhibitor PVR has started using market segmentation to cater to specific viewer needs. To become senior citizen friendly, PVR ensures that the lights are not completely dim during the particular Wednesday show, in addition to complimentary hot beverages. The chain offers assistance in guiding senior citizens to rest rooms.

The PVR chain is soon launching a show for office-goers on Monday or Tuesday evenings and will pamper them with energy drinks for no additional cost. Currently, PVR runs a 'cry baby show' for mothers walking in with infants every Sunday, for a late morning show. The chain is also permitting the entry of prams and is also considering letting maids into cinema halls to take care of the children while the moms focus on the silver screen.

Increasingly, movie exhibitors are using every trick in the marketing books to attract viewers. Industry experts say it's no longer about screening movies. It's about ensuring that viewers choose one theatre chain over the other, even if it means travelling the distance.

Till mid-February, Shringar Cinemas offers viewers the chance to win a "cool" sports car, the Sanstorm at its Fame Multiplexes. Other offers at Fame include getting a guaranteed free holiday for a couple. To be sure, Shringar Cinemas are not the only ones going all out to attract viewers.

The Kanakia Group's Cinemax invites celebrities to interact with their patrons. The company organises live shows inside the auditorium, apart from offering privilege cards to customers.

Cinema owners claim that these initiatives ensure consistent occupancy rates. Abhishek Raina, head of marketing, Shringar Cinemas said, "Certainly, these programmes ensure much higher value than what privilege cards alone deliver. We have witnessed an increase in footfalls by 20 per cent."

"On an average 7 per cent of the entire turnover is kept aside as the marketing budget, out of which 3.5 per cent is spent on movie promotional activities and the remaining is used for brand building activities," said Devang Sampat, general manager - markting and sales, Cinemax.

He added that at Cinemax's Mira road property footfalls have increased by 15 per cent after offering its patrons special discounts or even free tickets for future shows. PVR's marketing head, Gautam Datta said, "Our customer building activities have increased footfalls by 22 per cent in Mumbai."

But as others point out, it is ultimately content that will lure viewers to cinemas. "Content is always the king. We may develop several touch points with viewers.

Eventually the film's content will ensure the success of these activities," said Shrikanth Hazare, vice president marketing with Inox. Loyalty programs have helped Inox increase its footfalls by 15 per cent. The chain runs loyalty programs for HSBC and StanChart card holders to offer discounts on all transactions.