Özet:

India is a diversified country with culture, language, geography and this diversification pathed the way for the development of Indian Cinema Industry.  There is an important role of art, dance, and music in the life of Indians, which created pathway for the Indian Cinema Industry.  In 1913, the first Indian Cinema Raja Harish Chardra released, and has spread its roots deeply into society and has much influence on the values and Cultures of the Indians. This evidence that Indian Cinema industry is highly compared at international level also. The size, money, power, resources technology used by Indian cinema industry has increased apparently and will be growing to larger extent in future. The opinion, attitude & perception of consumers towards Cinema is changing over the years, it is not only watching the film, but customers start looking towards, how the technology has influenced in the production as well as screening the film in theater. In practical, the process of screening the movie in theater plays a significant role over the years.  The audience are expecting more in cinema halls and multiplexes in India. The owners start with new marketing strategies to fetch the consumers at different touch point in their ticket booking and use of their premises with new ideas.  Multiplex chain INOX Leisure has come with an innovative solution to this problem. The present study helps to analyze the competition existing in the market regarding INOX Cinema. The outcome the study will be benefit to managers to identify various factors, which lead to the preference of INOX cinemas over other screen theatres.

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