There is a new addition to your breakfast menu. Along with idlis and eggs
and fruits and milk, there is also cinema. Yes, you got it right. In a first
of its kind initiative undertaken by any multiplex in India, Fame Adlabs has
introduced a brand new concept called 'Good Morning Shows'. A concept that
has seen the light of the day in the Fast Moving Consumer Goods (FMCG)
category but is the one of its kind for the entertainment sector.
Kicked off on May 21, the Good Morning Shows are a buy-one, get-one-free offer that entitles every patron to a free ticket on the purchase of a ticket to any morning show at Fame Adlabs. In simpler words, it's two tickets for the price of one.
Sharing the reasons behind the birth of this bold initiative in the Cinema
business, Shravan Shroff, Managing Director, Shringar Cinemas, said, "We know that
different segments prefer different cinema viewing slots. We found the youth was one such segment that was not getting tapped. While the youth is a growing segment, we found that they were also price conscious to an extent and so we decided to give them a slot which they prefer and an alternative hang-out as well".
The 'Good Morning Shows' offer will be applicable for the shows screened from 9:45 a.m. to 10:15 a.m. This morning bonanza will kick off with hits like 'Murder', 'Masti', 'Munnabhai MBBS' and 'Scary Movie 3'.
An ongoing initiative, Fame is targeting the youth segment. They are quick to latch on to great offers and are keen on be part of the ultimate cinema viewing experience that Fame offers, opined Deepak Netram, National Head, Marketing & Sales, Shringar Cinemas.
Wanting to cash in primarily on goodwill, Neeraj Goswami, Head of Programming, Shringar Cinemas, believes that Fame has an audience that comprises all segments. "While some people express that Multiplex prices are very high, we want them to also feel that we have flexi-pricing which can offer them such benefits. Youth is a segment, which may be price sensitive but at the same time would not mind paying a premium to be part of something like a 'Hum Tum' paid preview, which we offer to them. So the benefits may not be immediate but are likely to emerge in the future."
Reiterating the benefits of this initiative, Shroff added, "The benefits of
having additional shows is somewhat akin to having more flights in the
airlines business, where the more the flights, the higher would be the
revenues. While conventional wisdom told us to look at starting our shows at 12 pm, we decided to challenge it because we believe the environment has changed and therefore started at 9.30 am."
The advertising and marketing strategies adopted by Fame to promote this program includes a creative route that is illustrative and does seem to
stand out. Says Netram, "We have been able to use a good combination of
conventional and unconventional media to promote the event and are happy
with the response that we have generated. Even as a marketing strategy, it is
a step in the right direction for us as we want to focus on creating opportunities that reward our customers."
Speaking on the cash register, Goswami asserts, "The objective of the Good Morning Shows is not really based on making profits. The idea behind this
slot was to offer the youth an alternative hang-out as well as make them
part of the multiplex experience. But yes we have been able to extend our
revenues since we have an additional show to offer."
Further, Fame Adlabs has a host of such initiatives lined up, which will
unfold from time to time. The very next one, of course, is a paid preview of
'Hum Tum' which is happening on May 27. "This initiative is another one which we have pioneered and is the first of it's kind. No one has done something like this before and with this we have been able to create another new segment. Once again, we have challenged conventional wisdom which told us that Friday is the day when movies should be released," says Netram.
The company expects 2004 to be a big year with a launch of their other multiplexes in quick succession including Malad at Mindspace, which opens next month followed by Kandivili and then at Surat, Nasik and Kolkata soon.