A delight to your senses

With the upcoming of INOX, watching movies is not just pleasurable to our eyes but also to our other four senses. This is because INOX has taken movie viewing experience to a new level. Alok Tandon, CEO, INOX Leisure Ltd speaks on how we can 'live the mov
Alok Tandon

With the upcoming of INOX, watching movies is not just pleasurable to our eyes but also to our other four senses. This is because INOX has taken movie viewing experience to a new level. Alok Tandon, CEO, INOX Leisure Ltd speaks on how we can ‘live the movie’. 

Jasmeet Sahi (JS): When did INOX Leisure Ltd come into being? 
Alok Tandon (AT):
INOX Leisure Ltd. is a subsidiary of Gujarat Flurochemicals Ltd. and currently has 29 multiplexes and 105 screens in 20 cities across India. We opened our first multiplex in Pune in 2002 at Bund Garden, with a capacity of more than 1000 seats. Our mission is to create India’s largest network of world class multiplex cinema theatres across all the leading towns and cities of India.  

JS: Many multiplex chains enter into tie-ups with food retailers. Does INOX also have such a tie-up, and with whom?
AT:
INOX has its own brand of theatre food called ‘Refuel’ where we sell a variety of hot and cold beverages and snacks. To provide more variety to patrons we also have food kiosks operated by outside food vendors where we sell steamed corn, crepes, ice-cream, brownies etc.  

JS: What is the preference of your clientele with respect to films in different languages like in English and other Indian languages?
AT:
Apart from Hollywood and Bollywood films, at INOX, we lay a lot of emphasis on regional films also. We are constantly looking at ways to provide our patrons with interesting and varied content. Also, we regularly host film festivals with international, Hindi and regional language movies, plays and rock concerts.  

JS: How much profit does INOX make from branding and advertising exercises carried out by other retailers at INOX?
AT:
At present, revenue from multiplex advertising and branding amounts to approximately 7 – 10 per cent of our total revenues. The number is expected to rise as more and more advertisers are realising the power of this medium. Big ticket brands such as Coca Cola, Nokia, Mercedes Benz, The UB Group, Sony, Christian Dior, Kingfisher Airlines, Philips, Nike etc. have chosen to associate themselves with INOX.  

JS: Having been awarded ‘Entertainment retailer’ and ‘Emerging Super Brand’ recently, what is INOX doing to live up to the consumer’s expectations?
AT:
We believe that it is all about keeping the customer engaged at a conscious level through information, value-adds and sensory marketing. A few key-areas we focus on are:

Location: It is just as important as content in the multiplex business. While the right content helps in reaching out to the right target audience, the right location attracts higher footfalls. This is why all INOX multiplexes are located in high-traffic, commercial areas, or in the midst of prime residential areas.

Sensory experience: The sensory experience is the key; engaging all five senses of the customer. The moment you walk into an INOX multiplex you will be greeted by the smell of delicious buttered popcorn, a smell that many of our loyal patrons associate strongly with INOX. Music from the latest blockbusters adds to the festive occasion.

Services: Service is a key differentiator and so is maintaining the same standards; we run our multiplexes very much like hotels, your first touch point – our box office is like the reception and you are welcomed with a smile by uniformed staff. All our employees undergo an intensive training program before they come to work in our multiplexes. Adding value to the customer experience is also what we always do. We work with a host of promotion partners like credit card Cos. banks, airlines etc. to build patron loyalty. 

JS: Where all are INOX Leisure Ltd. multiplexes present? What is in store for the future?
AT:
INOX multiplexes are spread across many Indian cities. Pune, Vadodara, Bengaluru, Mumbai, Jaipur, Indore, Lucknow, Hyderabad, Siliguri are among the many cities where you can enjoy an INOX experience. The future seems to be very promising as 75 screens are planned for the next fiscal. 


 

Alok Tandon, CEO, INOX
 
 
 
 
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