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Movie ticketing embraces technology thru ezeetickit, offers marketers a new marketing tool to tap movie goers

28-March-2002
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Movie ticketing embraces technology thru ezeetickit, offers marketers a new marketing tool to tap movie goers

With the opening up of the Indian economy the attitude towards entertainment and leisure has undergone a major transformation in the lives of anaverage Indian. ezeetickit, the technology based ticketing service apart from convenience is promising marketers a never before network of cinema halls, which can be used not only for advertising but also for running promotions, product displays, inducing trials and much more in an organized and hassle free way.

The growing share of entertainment expenditure in the disposal income pie is driving a revolution around India''s favourite entertainment option today--Movies. The combination of cinema with other services has led to the burgeoning growth of Multiplexes around the country. The ticketing process, in India, which in the past has been largely manual with computerized ticketing being a mere fingertip count. Sporadic attempts have been made to make tickets available on-line however with the low Internet penetration it is a unviable business proposition.

Left with little choice other than to stand in long queues or alternatively book tickets in advance has resulted in customer thinking twice before going to the entertainment venues. This is were ezeetickit, the computerized ticketing system in India, with fully support multi point, real time cross location ticketing and the sole service provider with the requisite government clearance is promising to play a major role.

ezeetickit is a venture by networking company IT&T Ltd., leaders in Network Management and Ticket.com, the worlds foremost ticketing services company, as a result of 80:20 JV between the two.

ezeetickit is striving to create a computer network via satellite, a virtual private network (VPN) across India, which will enable the sale of tickets at multiple locations. It will provide multi point distribution of tickets, through box offices, kiosks, call centers, web site and cell phones etc. The ezeetickit network currently covers the 6 metros. Apart from the box offices at the cinema halls, the ticket are available the manned kiosks, its web site and the call center.

Consumers find it easy and convenient to access the tickets through ezeetickit venues across the city. It will act as one stop shop, with multiple choices to purchase tickets of all entertainment options in city. Thus saving on time of the consumers. It also offers the convenience of ordering the ticket through telephone or Internet with a guarantee of delivery of ticket home.

Karana Verma, COO, ezeetickit comments that “ezeetickit is all about convenience, to customers, hall owners and above all to the marketers.” According to Arup Ratanpal, Senior Manager, Raymonds Apparel who have utilized ezeetickit for promotional purposes, "The key to success in today''s competitive world lies in the way you plan your communication strategy. With ezeetickit we will be able to tailor make our strategy in accordance to the consumer profile. It is a whole new concept that enables us to effectively tap our target audience by making them experience our product proposition. Moreover this tie-up enables us to associate with the biggest crowd puller of the country - Movies"

Verma further adds “This system will benefit the marketers a lot as these points will become consumer centric interactive points. It will integrate and customize communication to suit below the line activities. It will open a channel on the basis of demographic and geographic segregation of communication and will help in providing an opportunity for real time and palpable product sampling and showcasing. According to the company sources, there’s an immense opportunity to use the entire gamut of print/ electronic / promotional vehicle”

ezeetickit has embarked on an ambitious plans to build a network of 20-25 halls / venues in each city. All the city servers would be linked together via VSAT, which enables the network to make daily backups of all servers and also provide 99.5% uptime guarantee on all links and servers. It also plans to obtain respective State Government clearances for cross location ticketing as under the individual State Cinematographic / Entertainment Acts, which states that no person can sell, resell or purchase any ticket to a cinematography exhibition except from the venue itself.

Priya Village Roadshow (PVR) has also been offering technology based ticketing on its own for some time at all its locations in Delhi. PVR has also provided its premises, point of sale of tickets and other venues within its properties for marketers to display products and do promotional activities for various brands in the last few years quite successfully.

In India, movies gel with audiences across all categories and marketers have always been trying to effectively tap movies for reaching out to their target audiences. The need of the hour is to supplement and complement the existing marketing activities with platforms that add the experiential dimension. With marketers and media planners looking to utilize new, innovative tools to reach out to their target audiences, movie theatres might become the next marketing battlegrounds.

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