Factors Influencing Cinegoers' Multiplex Choice Decisions: A Case Study of Saharaganj PVR Cinema in Lucknow

Abstract

Entertainments have always been bestowed upon the people in innumerable ways-a drama play and roadside performances, to name a few-over the centuries, but cinema created a revolution in the entertainment world. Movies have become one of the most easily accessed and riveting forms of entertainment that capture audiences worldwide with visual storytelling. Cinema occupies an exclusive place in Indian culture-it is not only a medium of entertainment but also a reflection of the values, emotions, and aspirations of a society. In Indian cinema, which has grown from simple black-and-white silent films to high-tech blockbusters, the film industry has grown into one of the largest in the world. Mobile cinemas, or what is popularly called touring talkies, initially took this magic into rural and urban areas. With the establishment of single-screen theatres, cinema viewing was institutionalized and became an important aspect of Indian entertainment. Nevertheless, the single-screen cinemas were not able to respond to changing consumer expectations. Over time, multiplexes have replaced the old cinemas of other cities with state-of-the-art sound systems, plush interiors, and online ticketing. Multiplexes have, indeed, changed the way cinema viewing was perceived and upgraded cinema into a full-fledged pleasure activity. A study carried out on Saharaganj PVR in Lucknow suggests that safety, comfort, affordability, and multiplicity of films play much greater roles than aesthetics or ambiance in deciding the cinegoers' preference.