INTERNSHIP PROJECT – Kalpathi

Investments (AGS Cinemas Pvt. Ltd.)

SUBMITTED BY SASHANK KINI

SY BBA, MS UNIVERSITY

Acknowledgements

My sincere and hearty acknowledgement extends first and foremost to Mr. Parimal Vyas, Head

of Commerce and Business Management Department, for introducing a summer internship

opportunity as a pre-requisite for undergraduate students at Maharaja Sayajirao University’s

Business Administration programme. I am grateful to Mr. Shyamal Pradhan, Programme

Director at Business Administration programme, for continuing with this tradition through the

years, giving young minds a glorious chance to practically understand and explore their

education in the real world.

I am extremely touched by the continual support of those who helped me in getting my

internship at the place I desired, which include my uncle Shailesh, UTV Distribution head Aditi,

and Ms Sangeeta and Ms Archana from Kalpathi Investments, the place where I interned. There

are two people whom I hold special regards for, marketing head and internship project

coordinator Mr. Sharad and project supervisor Mr. Saravanan, from Kalpathi Investments. I

would also like to thank Mr. Joyson, theatre owner and manager, and Mr. Dinesh, theatre

manager at AGS Villivakkam, for facilitating my project by allowing me to conduct interviews

during movie intervals inside theatre halls.

There are a few people whom I want to mention with special regards - my aunt Vanaja,

grandaunt Hema, uncle Ramesh and Shailesh, for welcoming me with open arms to their homes

during my two month stay at Chennai. And I owe everything to my dad and mum, who

supported me emotionally and financially, making my trip truly worth its time.

Index

Introduction Page 4

Objectives Page 6

Methodology Page 7

Age and Gender Based Information Page 17

Safety Concern for Women Patrons at AGS Villivakkam Page 20

Visit Frequency Based Information Page 22

AGS Closest Competitors at Villivakkam and Navallur Page 24

Parking at AGS Navallur and Villivakkam Page 28

Ticket Booking Mode Page 40

Auditorium Experience Page 44

3D Response at AGS Cinemas Page 47

Frequent Patrons and Sound Quality Response Page 48

Seating Comfort At AGS Navallur Page 49

Lobby Ambience at AGS Cinemas Page 53

Concessions Rating Page 56

Washroom Maintenance Page 63

Source of Knowledge Of AGS Cinemas Page 65

Contests, Promotional Activities, Communication Problem and Customer Inquiry Page 66

Recommendations Page 71

Appendix Page 81

Introduction

Founded by brothers and business mavericks Aghoram, Ganesh and Suresh Kalpathi in the year

2009, Chennai’s AGS Cinemas Pvt. Limited is business conglomerate Kalpathi Investments’

recent business venture into the field of film exhibition; the conglomerate has already made a

name in film production and film distribution with AGS Entertainment Pvt. Limited, producing

Thamizh films such as Yudham Sei, Thiruttu Pavale, Madraspattinam, Irumbu Kootai Murattu

Singam, Santosh Subramaiam, Avan Evam, Engeyum Kadhal, Vellore Mavattam and

distributing films like Myna.

Currently operating two multiplexes in Navallur and Villivakkam areas of Chennai, the long

term aim of AGS Cinemas is to ‘expand its multiplex business to a hundred screens across

Chennai’, according to Ms. Archana Kalpathi, CEO of AGS Cinemas Pvt. Limited.

Snagging the advantage of location in both Navallur, a rapidly modernizing area and

Villivakkam, comparatively an economically backward area with no other major source of

entertainment, AGS Cinemas has formulated different 4P strategies depending on target audience

at these areas; for example, the prices of concessions (food and beverages) at AGS Navallur are

higher than the prices at Villivakkam.

However, the audience response towards AGS has been average in the three years following its

commencement, with the theatre raking average business on most days and highly dependent on

weekend response and movie popularity. External factors such as lack of development in

Coromandel Plaza, the mall inside which AGS Navallur is situated, and the presence of a local

wine shop right across AGS Villivakkam, have had an effect on business. The brand name of

AGS isn’t as well known as premier multiplexes such as Sathyam Cinemas either, and there is a

threat of new multiplexes with greater attractions opening up in nearby areas. In this case, it is

necessary for AGS Cinemas to formulate short term and long-term strategies to create a better

value in the market. For this, it needs to understand the customer satisfaction levels with AGS

Cinemas in order to improve on its weaknesses and work out new opportunities.

While a mystery audit (selected patrons instructed to act in accordance with the form provided to

them) had already been conducted by AGS Cinemas, at no point in the three years was a survey

conducted to measure customer satisfaction with the different facilities provided by AGS

Cinemas. As a part of my internship project, I was assigned to design a survey, conduct it among

AGS patrons at Navallur and Villivakkam, evaluate the data and present a report along with

suggestions.

The areas covered in the survey include ticket booking and ticket collection process, theatre

experience (picture quality, sound quality, air-conditioning, and seating arrangement), lobby

ambience, concessions, washroom, parking, customer inquiry. The results drawn out from the

data collected have been used to measure response and make suggestions for enhancing or

improving customer experience quality at AGS Cinemas. Recommendations provided may be

useful for the marketing, HR, financing areas at AGS Cinemas.

Objectives

1) To understand the distribution of patrons at AGS Cinemas based on gender, age, area of

residence and visit frequency to draw inferences on demographic characteristics,

behavioral pattern and customer expectations regarding facilities at AGS

2) To analyze threats posed by location based competitive forces

3) To evaluate customer response towards ticket booking and parking facility at AGS and

make necessary recommendations

4) To measure customer response towards quality of overall movie experience and make

necessary recommendations

5) To measure customer satisfaction regarding concessions offered at AGS Cinemas, with

necessary recommendations and suggestions

6) To evaluate maintenance at AGS Cinemas and make necessary recommendations

7) To address problems regarding communication at AGS Cinemas

8) To suggest possible attractions and facilities for AGS Cinemas

Methodology

The sample survey was conducted between 21st May and 21st June at AGS Navallur and AGS

Villivakkam on alternate days. The survey was conducted both on weekdays and weekends, and

divided into morning shows (between 10 am and 12 pm; only on weekends and weekday shows

started after 12 pm), afternoon shows (between 12 pm and 6 pm) and evening shows (6 pm

onwards). The sample size selected for the purpose of the survey was 150 respondents in total,

75 respondents from AGS Navallur and 75 from AGS Villivakkam.

An interview questionnaire was prepared for the purpose of the survey; questions regarding

personal information of the respondents, information on their experience at AGS Cinemas during

the date of visit or during their last visit in case of frequent patrons, and opinions and comments

about AGS Cinemas were included in the questionnaire.

Personal interview method was used to conduct the survey, and supplementary questions were

asked during the interview. A handful of respondents preferred to fill up their questionnaire

themselves (self enumeration). Personal interview was conducted either in English, Tamil or

Hindi, depending on the patrons.

The survey was either conducted a) after collecting tickets but before entering respective screen

or at the food counter located below AGS Cinemas at Navallur (in case of frequent patrons who

were well aware of AGS Cinemas; such respondents were only handed questionnaire if they

visited AGS Cinemas in the past one-two weeks) b) during the interval, either in lobby or inside

theatre hall (maximum patron response collected in this manner or c) after exit. The c) method

was discontinued after leading to a poor or no response, as a majority of patrons preferred

leaving the theatre immediately.

A mixture of open ended and close ended multiple choice questions (two-choice and multiple

choice), checklist questions and rating questions were asked in the questionnaire. The first 30

patrons at each theatre were selected on an equal 50:50 male: female ratio and the remaining 45

patrons at each theatre were selected on a randomly. Also, care was taken to ensure at least one

patron from the first four (14-18, 18-25, 26-35, 36-45) age groups and at least one from each

visit frequency (first time, occasional, frequent) for the first 30 users at each theatre, while the

rest of the respondents were randomly chosen.

Although the core audience at both theatres varied in terms of demographics, especially income

levels, a standard questionnaire was used for the survey. The final draft was the fourth draft

consisting close to 20 questions; the first draft had about 65 questions, the second 30+ while the

third had 25 questions. The ideal time for each respondent was kept as 3-4 minutes, therefore

some questions potentially useful for data analysis (for e.g. to know whether respondent came

alone, with family, friends or colleagues) had to be omitted.

The date and time of conducting the survey (and not show timing) were noted in the

questionnaire. In case the interview was conducted after the patrons purchased the tickets,

the screen number was noted down in case of any complaints specific in nature.

In case of background information of patrons,

1) the name of the patrons: asked for two purposes a) more credibility to survey and b)

for mailing purpose (offers etc) in the future by AGS Cinemas

2) Gender: male/female

3) Age category: a) 14 – 18 years b) 19 – 25 years c) 26 – 35 years d) 36 – 45 years and

e) 46 and above

4) Area of residence (along with supplementary question of nearby multiplexes and

reason for visiting AGS Cinemas

5) Email address (for further contact by AGS Cinemas regarding upcoming offers etc;

optional field)

Patrons were also asked the movie they were to watch or had watched at the time of

conducting the questionnaire basically in order to a) help in drawing inferences and b) to

refresh patrons’ minds about their movie viewing experience at AGS Cinemas.

To know whether patrons had specific complaints about 3D experience at AGS, a two

choice question was asked to know whether the film was in 2D or 3D (3D movie patrons

were asked supplementary questions regarding their 3D experience at AGS cinemas).

‘Visit frequency’ to AGS, which included 3 options: a) First Time Patrons b) Occasional

Patrons (once in a month or two) c) Frequent Patrons (2-3 times a month). In case patrons

did not visit theatres very often yet visited AGS Cinemas during most of their multiplex

visits, they were categorized into frequent patrons.

In the question ‘Heard about AGS’, patrons could select more than one option among a)

In Newspapers (Hindu/Thandai), b) Social Media (Facebook/Twitter), c) Through

Friends d) Hoardings and e) Any other. In case of newspapers and social media options,

patrons were asked to tick the source given within brackets. Through friends option is for

patrons who got to know about the latest films running at AGS Cinemas through friends.

Option 4 d) Hoardings includes patrons who’ve seen hoardings of AGS Cinemas in their

neighborhood. Option e) would be selected in case patrons have heard about AGS

Cinemas at other sources, including newspapers other than The Hindu and Daily Thandai,

sites other than Facebook and Twitter, persons other than friends etc.

Questions regarding the booking process at AGS Cinemas:

1) The first question in this section was to know how patrons booked their tickets: a)

Using AGS Website b) Using Websites other Than AGS Website (e.g. Book My

Show) or c) Using BO Counter. The patron should select the option that was used by

him to book tickets for the show on that day. Option c) is for patrons who did not use

online option that day and had arrived to the BO counter to book tickets (option a)

and b) users too would have to stand in queue to collect tickets; however, as they

booked online, they would have paid extra commission). Plus users will be charged

money for their 3D glasses online itself (Rs. 120 + Rs 30), in case of 3D booking.

2) In the next question, respondents were asked how long they had to wait in queue to

book or collect (in case of online booking) their tickets, with 3 options: a) 1 – 2

minutes, b) 3 – 5 minutes or c) More than 5 minutes. Here, respondents had only to

give an estimate of the time taken for them to enter the queue, inquire about available

movies and make booking.

3) To check respondents’ opinion of staff performance: a) Quick and Efficient or b)

Slow and Inefficient. Duties of staff at BO counter included greeting customer, asking

for movie to be booked, informing about availability of tickets and alternate shows in

case of inavailabity, confirming order, accepting money, entering order, storing

money in cash register and giving tickets, handing change (if required), and wishing

customer again. In case respondents found their response towards them lacking in

speed and efficiency, they would select the second option. Lastly, a customer could

give written recommendation regarding booking of tickets in the space provided.

The next section of questions gauges customers’ level of satisfaction with the movie

experience at AGS cinema, graded on 5 point Likert Scale (Very Poor: 1, Poor: 2,

Average: 3, Good: 4 and Great: 5). This set of questions includes picture quality, sound

quality, seat comfort, air conditioning effect and lobby ambience. Desired picture quality

should be without distortions, sound quality should be clear and not jarring, seats should

be clean and functioning properly (recliner facility), air conditioning effect should be

comfortable and lobby ambience includes cleanliness and good background music.

Although a separate question for recommendations was not included in this section, any

recommendations made were duly noted down by interviewer while conducting survey.

The next section of questions deals with concessions (food and beverages) facility at

AGS Cinemas:

1) The first two questions inquire about respondents’ favorite food item and beverage

item in theatres in general. The purpose of this question is to understand customers’

tastes and preferences in order to make recommendations for AGS cinemas.

2) The next four questions ask for respondents’ specific response towards menu variety,

serving quality, refreshment quality and staff helpfulness at concessions area of AGS

Cinemas. A 3 point Likert scale has been used (Low: 1, Average: 2, High: 3)

Menu variety includes available food and beverage options at AGS cinemas; a

low variety indicates that additional items can be introduced.

Refreshment quality: hot refreshments have to be served adequately warm,

fresh and be tasty, and similarly cold beverage has to be served adequately

chilled, fresh and be tasty.

Refreshment quantity: for the given price, if the serving quantity is adequate.

Staff helpfulness: greeting patron, taking order, directing to delivery counter

(in case of AGS Navallur, which has separate counters for order and delivery),

handing order, taking money, giving bill and change.

3) Patrons were provided space to include any recommendations specifically for the

concessions area, especially considering their responses to the questions above.

The next set of questions dealt with customer satisfaction level towards the parking

facility provided at AGS Cinemas. Here, it should be noted that the parking area at AGS

Navallur is owned by Coromandel Plaza, the mall inside which the multiplex is situated.

AGS Villivakkam has its own two-floored underground parking area.

1) The first question was to know whether the respondent used private or public

transport to reach AGS Cinemas. Public transport commuters who had not used

parking facility could skip this set of questions (they could make recommendations

however in the comments section at the end of the questionnaire).

2) Private transport users were then asked the type of transport vehicle used to reach

AGS Cinemas: a) two wheeler or b) four wheeler. Furthermore, the two wheeler

private transport commuters had to specify whether they came by scooter or

motorbike, while four wheeler private transport commuters had to specify whether

they came in a regular car, SUV or a minivan. This segmentation was based on the

space required for the vehicles (for e.g. regular cars require lesser space than SUVs or

minivans)

3) The next four questions yielded customer response towards four key factors affecting

parking satisfaction:

Parking difficulty: whether customer faced any difficulty while parking

during entry or removing vehicle during exit. Includes customer entry to

parking area, collecting parking ticket, storing car at designated spot,

taking out car and heading out of parking area. Respondents would choose

between a) Not at all b) Sometimes and c) Everytime. The option however

was found unsuitable for first time patrons.

Parking Space: whether the parking space allotted for a vehicle was

adequate or not. Inadequate parking space could invariably be a cause of

parking difficulty. Respondents would choose between a) Adequate and b)

Inadequate.

Parking Price: whether the parking price for two wheelers (Rs. 30 for

movie hours + Rs. 5 for every additional hour) or four wheelers (Rs. 40

for movie hours + Rs. 10 for every additional hour) was reasonable, high

or very high. Patrons were directed to make decision after considering the

parking space and parking ease.

Parking Security: whether the security level (security personnel and

security arrangement at the parking facility) at the parking area was a)

sufficient or b) insufficient

The last two areas covered under the survey included washroom maintenance and

customer telephone inquiry service provided at AGS Cinemas. For washroom

maintenance, respondents had to choose between a) Low b) Average and c) High, while

for customer telephone inquiry service, a choice was to be made from a) Poor b) Average

and c) Good. Selection of criteria for washroom maintenance depended on general

maintenance, health and hygiene standards and availability of essential facilities inside

washroom.

Respondents could make final suggestions, recommendations, queries or complaints in

the space provided.

Age and Gender Based Information

Table 1 and Table 2 showing distribution of males and females according to age groups at AGS

Villivakkam and AGS Navallur respectively

      Data  

AGS Visited Gender Age No of respondentsProportion of respondents

Villivakkam Female 14 – 18 years 4 5%    19 – 25 years 12 16%    26 – 35 years 10 13%    36 – 45 years 2 3%    46 and above 1 1%  Female Total   29 39%  Male 14 – 18 years 7 9%    19 – 25 years 17 23%    26 – 35 years 13 17%    36 – 45 years 5 7%    46 and above 4 5%  Male Total   46 61%Villivakkam Total     75 100.00%Grand Total     75 100.00%

      Data  

AGS Visited Gender Age No of respondents Proportion of respondentsNavallur Female 14 – 18 years 2 3%    19 – 25 years 25 33%    26 – 35 years 7 9%    36 – 45 years 5 7%    46 and above 1 1%  Female Total   40 53%  Male 14 – 18 years 2 3%    19 – 25 years 15 20%    26 – 35 years 14 19%    36 – 45 years 1 1%    46 and above 3 4%  Male Total   35 47%Navallur Total     75 100.00%Grand Total     75 100.00%

The table shows that a larger number of respondents in Villivakkam are men (61% men and

39% women), while the respondents in Navallur include more women yet the proportion of

women and men respondents in Navallur are near equal (53% women and 47% men).

The reason for more male respondents at Villivakkam is that the male patrons coming to the

theatre were much higher than female patrons (as observed from graph, as observed while

conducting the survey and on basis of security guard’s observation at Villivakkam).

When gender is taken as a variable, data at Villivakkam may be largely affected by the response

of men.

In AGS Navallur, female respondents were higher than male respondents but the ratio of female

to male respondents is very close and so the data will not be skewed more based on female

respondents (female respondents – 53% and male respondents 47%).

In AGS Navallur, the larger respondents are in 19 – 25 age bracket (25 men + 15 women). It was

observed while conducting the survey that a large number of patrons who use the food court

below AGS cinemas and many of the patrons included couples.

The presence of a food court on the third floor with a large area for seating and items such as

pizzas, egg curries, ice creams and Chinese food makes it a meeting spot for many couples at

AGS Navallur. Villivakkam has no such food courts and is only for theatre viewing (although it

does have Vasant Bhavan, a family restaurant at the back , which serves south Indian, Punjabi

and Chinese food). Also, there is no seating space at Villivakkam except the seats at the theatre

hall.

The table 3 below gives a summary of the age and gender based distribution of respondents at

AGS Navallur and AGS Villivakkam respectively

Female

AGS Statistic Mean Age Median Mode

Standard Deviation in years Skewness Moment 2 Moment 3

Navallur 26.2125 22.42683 7.732147 0.489601 59.78609 636.5549Villivakkam 26.36207 24.1 7.9034 0.286215 62.46373 516.4702

Female (Contd)AGS Statistic Moment 4 Beta1 Beta2 Gamma 1 Gamma 2Navallur 14707.62 1.896143 4.114738 1.377005 1.114738 Leptokurtic  Peaked Villivakkam 16302.26 1.094477 4.178227 1.046173 1.178227 Leptokurtic  Peaked 

Male

AGS Statistic Mean Age Median Mode

Standard Deviation in years Skewness Moment 2 Moment 3

Navallur 28.02857 25 8.603108 0.352032 74.01347 840.7345Villivakkam 27.97826 23.5 9.898922 0.452399 97.98866 870.8091

Male (Contd.)AGS Statistic Moment 4 Beta1 Beta2 Gamma 1 Gamma 2 Curve Type Top ShapeNavallur 24324.7 1.743354 4.44044 1.320361 1.44044 Leptokurtic  Peaked 

Villivakkam 28660.63 0.805969 2.984929 0.897758 -0.01507 PlatykurticFlat-Topped

The average age of male respondents is 27-28 years while female respondents is 26 years

approximately. Positive skewness in all four cases above implies that the density of respondents

higher towards the lower age-groups of 14-18, 19-25 and 26-35 years. Villivakkam has higher

number of male respondents and the distribution based on age-groups is flatter, hence meaning

that patrons from all age-groups visit the theatre. In other cases, it is 19-25 and 26-35 age group

audiences visiting AGS Navallur and AGS Villivakkam.

Safety Concern of Women Patrons at AGS Villivakkam

Many of the women who entered either asked their spouses/male companion to fill up the

questionnaire for them or were women who came using private transport (65% or 19 women out

of 29). It should be observed that there is a local wine shop right opposite AGS Villivakkam (and

a bus depot behind) and therefore safety may be one concern especially for women coming to

AGS Villivakkam, and a higher women prefer using private transport while coming to

Villivakkam. Another thing to be noted that there are at least two female security guards at

Villivakkam and more than two female concessions staff.

Out of 10 female respondents in age bracket of 26 – 35 years, 9 used private transport to visit

AGS Villivakkam and there were no women in age bracket of 36 – 45 years and 46 and above

who used public transport to visit AGS Villivakkam. Out of 10 total female respondents using

public transport, 6 were in age bracket of 19 – 25 and 3 were in age bracket of 14 – 18 years and

while conducting survey, most of these women had either come for the afternoon show (up to 6

pm).

Is safety a concern for women at Villivakkam? Do women find it unsafe to visit AGS

Villivakkam, especially during evening shows? If yes, what steps can AGS Cinemas take to

ensure that women find it safer to visit the theatre, especially during evening shows? Also, are

female employees at AGS (especially security) armed to take appropriate measures in case of

any undesirable circumstances/behavior of patrons? Are there any female employees working in

evening shifts (6 pm to 2 am)?

Visit Frequency Based Information

Table 4 showing distribution of respondents based on ‘Visit Frequency’ to AGS Navallur and

AGS Villivakkam respectively

  Data AGS Visited        

 

No  of 

respondents  

Proportion of 

respondents  

Total No  of 

respondents

Total 

Proportion of 

respondents

Visit to 

AGS 

Cinema Navallur Villivakkam Navallur Villivakkam    

First 

time 12 10 16% 13% 22 14.67%

In a 

while 29 26 39% 35% 55 36.67%

Once in 

a while 34 39 45% 52% 73 48.67%

Grand 

Total 75 75 100% 100% 150 100.00%

Based on Visit To AGS cinemas, the table shows that ‘Once in a While / Frequent’ respondents

were the largest (73), followed by In a While / Occasional respondents ( 55) and First Time

respondents (22). At both Villivakkam and Navallur, the first time respondents are comparatively

very low compared to the other two types of respondents, yet the table shows that the percent of

first time respondents at Navallur is slightly higher than that of Villivakkam’s (12 to 10 or 16%

to 13%). While at Villivakkam, first time users = only 25.641 (Once in a While) users, at

Navallur, FT users = 30.137 (Once in a While users). Also, FT users Villivakkam = 38.46 (In a

While users), and FT users Navallur = 40% (In a While Users).

The data is more evenly distributed at Navallur, where the weight of In a While and Once in a

While respondents is closer; in Villivakkam, Once in A While respondents have largest weight,

significantly higher than first time and In a While users. The location of the cinema halls may be

a factor here, as Villivakkam is located in the interiors, surrounded mostly by lower-income

areas and a few areas with high income population, while Navallur is in the outskirts, located

inside a mall and mostly visited by employees and students who reside in areas (mostly

campus/hostels) nearby.

AGS’s closest competitors both at Villivakkam and Navallur

Location Graph (See Appendix)

AGS Villivakkam:

The graph shows that Villivakkam has the highest share of patrons coming from Anna Nagar

(23%) and Villivakkam (19%) itself. In areas close to Anna Nagar, there are a couple of other

theatres: Rohini Multiplex, Sangam Multiplex, EGA multiplex, Motcham Multiplex, Ganga

Multiplex, Devi Karumari Multiplex, Murugan Multiplex which are relatively unknown. Two

known multiplex include PVR cinemas and Fame National.

Distance From Anna Nagar West

PVR Multiplex: 4.5 kms

Fame National: 7.7 kms

AGS Villivakkam: 3.6 kms

So, there is a slight advantage of location for AGS in this case. Mr. Nithin, a resident of Anna

Nagar who visits AGS Cinemas frequently and is between age of 14 and 18 years, comments that

‘Sound quality at AGS Villivakkam is inferior compared to PVR’. For Anna Nagar locality, the

two best options which are near their locality include AGS Villivakkam and PVR cinemas.

The second largest share of patrons comes from the Villivakkam area. Here Villivakkam has a

large advantage of location as the nearest multiplex which has a name (based on ticket

availability on Book My Show and own site) is Abirami Mega Mall, which is still about 7.4 kms

away from Villivakkam.

The third largest share (8 respondents out of 75 or 10.6667%) comes from Kurattur, which is

close to 5-6 kms from AGS Villivakkam. According to Justdial.com, AGS Villivakkam is the

only major multiplex which is within the radius of 5 kms from Korattur. The other major

multiplex, S2 cinemas is 7 kms to 10 kms away from Korattur.

The fourth and fifth largest share of respondents comes from Mogappair West (7%) and

Ambattur (5%) respectively. In case of Mogappair West, Fame multiplex is the closest option

which falls within 5 kms range (AGS Villivakkam comes within 7-8 kms range) whereas in case

of Ambattur, AGS VIllivakkam is a closer option (8 kms approx.) than Fame (10 – 11 kms).

AGS Villivakkam’s main competitors based on location include PVR Cinemas, Fame Cinemas

and S2 Cinemas.

AGS Navallur:

AGS Navallur on the other hand had the largest respondents coming from Velachery (6 out of

75). The area is about 18 kms away from AGS Navallur and the reason for most to choose this

cinema would be nearness to workplace. The other major multiplexes closer to Velachery

include Fame, PVR and Sathyam; however, these multiplexes are on the other side of Velachery

which may make it a longer distance to travel from workplace.

The major threat AGS Navallur can face is the opening of LUXE Imax Cinemas shortly, which

is a part of Sathyam Cinemas and will open in Velachery area itself.

The second highest response comes from Navallur, Shollinganallur and Thoraipakkam (5 each

out of 75). AGS OMR has a stronghold in Navallur and nearby areas, including OMR road,

Kelambakkam, Shollinganallur and Sisuseri because of nearness of location. The competition is

faces from long running Maayajaal multiplex is negligible because AGS Cinemas has better

facilities and is relatively less remote in terms of location than Maayajaal Cinemas.

For residents of Thoraipakam, S2 Theyagaraja (part of Sathyam Chain) is the closest popular

option (about 6.5 km approx.). However S2 Theyagaraja is towards the direction of Adyar,

directly opposite to the direction of AGS cinemas (which is about 10.5 km in the other direction

of Thoraipakkam). One of these respondents explicitly said that he comes to AGS Cinemas due

to nearness to office, and it may be possible (observing the distance of AGS cinemas from the

area) that the respondents from this area visit AGS due to nearness to office. The opening of

LUXE cinemas in Velachery may or may not pose a big threat in this case as it is close to 9.6 km

in the other direction (towards Adyar).

Thus, while AGS OMR remains relatively immune from competition due to a favorable location,

its threat would come in the form of LUXE cinemas in the area of Velachery. LUXE cinemas is

the first IMAX cinemas from Sathyam which is coming up in the Phoenix market city in

Velachery; it’s said on Wikipedia that the multiplex shall have 11 screens. Promotions have

already begun on social networking sites such as Facebook. AGS may lose patrons from areas

such as Velachery and Adambakkam, which are very close to LUXE cinemas.

Parking at AGS Navallur and Villivakkam

Table 5 and 6 showing mode of transport used by respondents to AGS Villivakkam and AGS

Navallur respectively

    Data  

AGS Visited Mode of transport Number of respondents Proportion of

respondentsVillivakkam Private 53 71%  Public 20 27%

  (blank) 2 3%Villivakkam Total   75 100.00%Grand Total   75 100.00%

     

AGS Visited Mode of transport Number of respondentsProportion of

respondentsNavallur Private 41 55%  Public 29 39%  (blank) 5 7%Navallur Total   75 100.00%Grand Total   75 100.00%

AGS Villivakkam has a larger number of respondents who commuted using private transport

(71%) while only 55% of the respondents at AGS Navallur used private transport. The

respondents using public transport in Navallur is relatively high (39%) with 29 respondents.

In Villivakkam, most of the respondents even in the age bracket of 19-25 years used private

transport; 11 respondents in the 19-25 age bracket used public transport while 17 in the same

bracket used private transport. Of the 19 respondents who came on motorbike to AGS

Villivakkam (18 male, 1 female), 2 were in 14-18 age bracket, 8 in 18-25 age bracket, 8 in 26-35

age bracket and 1 in 36-45 age bracket. 10 respondents used scooter in two wheeler transport to

Villivakkam.

The highest respondents who used public transport in Navallur fall in the age bracket of 19 – 25

years. In the other cases, most of the respondents used private transport to visit AGS, with the

second highest respondents who used public transport existing in the 26-35 age bracket. Out of

14 respond All 14 respondents who came on motorbike to AGS Navallur (10 male, 4 female)

were from 2 age brackets: a) 18-25 years (8) and b) 26 – 35 years (6). Only three respondents

used scooter in Navallur.

In four wheeler, the maximum respondents were from age groups 26-35 (9 in AGS Navallur, 9 in

AGS Villivakkam) followed by 19-25 years (7 Navallur, 6 Villivakkam) and 36-45 years (5 in

both multiplexes).

While only three respondents (1 in Navallur, 1 in Villivakkam) found the four-wheeler parking

price to be high, 9 respondents in AGS Navallur (8 from a)18-25 and b)26-35 age groups) and 8

in Villivakkam found parking price to be on higher side.

AGS PARKING VERDICT: (PARKING DIFFICULTY, PARKING SPACE, PARKING

PRICE, PARKING SECURITY)

35(87.5%)

2(5%)

3(7.5%)

AGS PARKING DIFFICULTY: NAVALUR

Not at AllSometimes                         Everytime 

41 (77.36%)

5 (9.43%)

7 (13.21%)

AGS PARKING DIFFICULTY: VILLIVAKKAM

  Not At All                         Sometimes                         Everytime

40 (97.56%)

1 (2/40%)

AGS PARKING SPACE: NAVALUR

 Adequate                            Inadequate

45(84.01%)

8(15.09%)

AGS PARKING SPACE: VILLIVAKKAM

Adequate                             Inadequate                          

31 (77.5%)

8(20%)

1(2.5)

AGS PARKING PRICE: NAVALUR

 Reasonable                                                                  High                        Very High

46 (86.79%)

7(13.20%)

AGS PARKING PRICE: VILLIVAKKAM

 Reasonable                                                                   High                       Very High

40(100%)

AGS PARKING SECURITY: NAVALUR

SufficientInsufficient

43(86%)

7(14%)

AGS PARKING SECURITY: VILLIVAKKAM

SufficientInsufficient                                                 

In terms of parking price at Villivakkam, 6 out of the 7 respondents who found the parking price

high brought four wheeler. Their complaint is that the parking price increase from Rs 30 to Rs 40

is not reasonable. One respondent said that he found the price unreasonable because this was a

theatre located in the outskirts, and therefore asking a parking fee that’s too high. AGS

Villivakkam manager Mr. Dinesh explains that the increasing parking costs are due to the rising

trends in general price level.

AGS Villivakkam parking scores worse than AGS Navallur in 3 areas: parking difficulty,

parking space and parking security. Despite greater respondents in Villivakkam, lesser

respondents found parking price to be on higher side. Thus, the main concern here is to improve

parking facilities before in terms of parking space, navigation in and out of parking area, and

parking security.

4 of the respondents who used two wheeler parking recommended that a ‘shade’ be kept in the

two wheeler parking zone, especially during rains. While shade wasn’t the problem for 4 wheeler

parking respondents, at least 8 complained that the parking area became congested, especially

during rains and weekends. ‘The approach road to AGS Villivakkam is narrow’ remarked Kas, a

respondent and Mr. Mahadevan, another respondent agrees with him, while S. Sivakumar said

that the ‘Booking process was too long’.

BOOKING PROCESS AT AGS VILLIVAKKAM:

Enter queue --- Book Tickets --- Take Car to Parking Zone --- Park Car at Allotted Space

--- Watch Movie --- Re-enter parking Zone --- Pay Amount --- Remove Car

Cars are halted temporarily near roadside until tickets are booked at the BO, after which the

patron enters the parking area in the basement along with his tickets, shows the tickets to the

parking attendant (who notes down the show timing, for which a fixed amount of Rs 40 is

charged) and then parks his car in the allotted area depending on the movie he has purchased

tickets for. In case the patron does not take his car out after the show ends, he is charged Rs 10

for each hour the car is kept inside. There is a same entry and exit for the parking area at AGS

Villivakkam.

The same process is done in case of two wheelers, except that they are either parked in the area

to the left and right side of AGS Cinemas or outside in the parking area of AGS cinemas. Mr.

Vinodkumar, a respondent believes that having 2 or 3 separate areas for bike parking causes

much confusion and suggests that there be a common area for bike parking.

This lengthy process has been decided due to the ‘lack of space inside the parking lot’ as told by

Mr. Dinesh. Current parking facility for 4 wheeler includes a two leveled underground parking

lots. However, since there is no separate lane for queuing up cars that enter parking area, the four

wheelers end up blocking the main road.

Confronting patrons who try to leave the theatre about parking the vehicle after their movie gets

over creates a negative impression in the minds of people, especially when wrongly confronted.

Also, patron who have to wait for a longer time before their movie begins and who need to park

their vehicles will not take kindly that they are being charged more. Mr. Kamath, a frequent

patron to AGS Villivakkam complains that ‘Parkng attendant is rude and mannerless. Asks to

pay Rs 50 just because he is 25 minutes early (i.e. before show timing)’.

Pros:

a) Only those who have booked tickets already can enter parking zone.

b) Parking rate is fixed upon movie visited, irrespective of length of movie

c) Parking space allotted depending on the movie visited

d) Movies with larger audience allotted more parking space

e) Locating car becomes easier

Cons

a) As approach road is narrow, cars waiting outside block the road especially during

weekends

b) When crowded, difficulty may arise between patrons parking their vehicle and patrons

removing their vehicles (4 wheelers) at the same time

c) Patrons who have used internet to book tickets (especially AGS website) find that their

effort to book tickets online doesn’t save time (as parking time is the same)

d) The fact that the same rate is charged for a short movie (a 1 ½ hr English film) and a long

Tamil/Hindi film (2 ½ to 3 hrs) is not reasonable. While other theatres such as Abirami

charge a fixed rate for certain hours, thus reducing the length of booking process as

patrons need not stop to collect tickets first, AGS Villivakkam isn’t applying this method

as its located in interiors where parking space outside theatre itself is very less.

e) The process may be longer in case a patron takes time to decide the movie he/she wants

to book

Ticket Booking Mode

AGS Website Other Than AGS Website

BO Counter05

101520253035404550

1511

49

AGS Villivakkam

AGS Villivakkam

AGS Website Other Than AGS Website

BO Counter Blank 0

5

10

15

20

25

30

35

21 22

31

1

AGS Navallur

AGS Navallur

The graphs show higher rate of respondents booking tickets prior to reaching theatre at AGS

Navallur through internet booking facility either through AGS Website of third-party sites such

as Book My Show (21 + 22 = 43 out of 75 or 57.33%). On the other hand, booking prior to

reaching theatre was comparatively lower at AGS Villivakkam (15+11=26 out of 75 or 34.67%).

Larger respondents at Navallur are willing to pay a higher price in order to purchase the ticket

(Rs.120 + extra charges) than the respondents at Villivakkam.

Another trend observed based on age-group division of respondents booking a) tickets before

entering BO Counter and b) Booking Tickets at BO counter is that AGS Navallur has more

respondents in the age group 26-35 years booking before BO (17 as compared to 4 who booked

at BO counter) while an increasing ratio of ‘Before Entering BO counter’ respondents at AGS

Villivakkam was only observed in age group 36-45 (4 as compared to 3 who booked at BO

counter) and 46 and above (3 as compared to 2). In the 19-25 age group, almost an equal amount

of ‘Before BO’ and ‘At BO’ respondents (19::20) at AGS Navallur while at AGS Villivakkam

‘AT BO’ respondents were considerably higher (6::23).

.

It can therefore be assumed that greater respondents at AGS Navallur in 19-25 years and higher

age groups use online booking to a greater extent. This trend can only be seen in age groups

above 35 years in a case of AGS Villivakkam.

The AGS website seems to be a common complaint among many of the users. There were

thirteen comments and suggestions received from AGS Navallur respondents and 7 from

Villivakkam respondents. Also it is important to note that all the website related complaints were

mostly from 2 age groups: 19-25 and 26-35 age groups. One complaint came from 14-18

respondent.

While website loading problem was the common complaint from most of these respondents, the

26-35 year age group also wanted new facilities such as:

a) Internet Banking (When Finance manager at Kalpathi Investment asked why internet

banking was not provided, he replied it was because ‘handling the facility was difficult’;

also learnt that from Mr. Ramesh, an ICICI manager that net banking would be an

infeasible option citing problems regarding immediate transfer and bank hours)

b) Payback Reward Points (Can be introduced with the 25 Frame Card which AGS has

planned to introduce)

c) More time before booking confirmation expires

d) Advance Ticket Booking (Booking usually opens just one-two days before premiere)

Some commented that the look and feel of the website should improve. There were three

respondents who felt that the website GUI needs to be changed, and that the image heavy

website made it slow on many internet connections, and in devices such as tablets and mobile

phones. For a website that seems designed suited for young audiences, the complaints from these

respondents speak their verdict on the website.

Nearly all the AGS Villivakkam respondents who complained about the website said it was slow

and not user friendly. The same can be said for AGS Navallur respondents, but some from these

also added suggestions for the website.

Auditorium Experience

To measure the overall audience satisfaction with the auditorium based on four criteria a) Picture

Quality, b) Sound Quality, c) Seat Comfort and d) Lobby Ambience, a Likert Scale ranging from

a) Very Poor (1 point) b) Poor (2 point) c) Average (3 point) d) Good (4 point) and e) Very Good

(5 point) was chosen for evaluating individual and overall satisfaction with auditorium facilities.

On the basis of the data, statistical analysis was performed to find out a) mean b) median/mode

c) Standard Deviation d) Skewness e) Moments and f) Kurtosis, in order to gain a clearer

understanding of audience response towards theatre facilities.

Table 7 and 8 showing overall audience level of satisfaction with auditorium experience at AGS

Villivakkam and AGS Navallur respectively

AGS Villivakkam StatisticCriteria

Mean Median Mode Standard Deviation

Skewness 2nd Moment

3rd Moment

Picture Quality 4.11 4 4 0.505 0.211 0.255 0.024Sound Quality 3.93 4 4 0.638 -0.105 0.407 0.015Seat Comfort 3.91 4 4 0.733 -0.127 0.538 -0.422Air Conditioning 4.11 4 4 0.531 0.201 0.282 0.015

AGS Villivakkam (Contd) Statistic

Criteria

4th Moment

Beta 1 Beta 2

Gamma 1 Gamma 2 Curve Type

Top Shape

Picture Quality 0.239 0.034 3.667 0.184 0.667 Leptokurtic PeakedSound Quality 0.407 0.004 2.46 0.059 -0.54 Leptokurtic Flat

ToppedSeat Comfort 1.641 1.143 5.67 1.069 2.67 Leptokurtic PeakedAir Conditioning 0.267 0.01 3.364 0.102 0.364 Leptokurtic Slightly

Peaked

AGS Navallur StatisticCriteria

Mean Median Mode Standard Deviation

Skewness 2nd Moment

3rd Moment

Picture Quality 3.96 4 4 0.56 -0.073 0.313 -0.085Sound Quality 3.96 4 4 0.56 -0.073 0.313 -0.002Seat Comfort 3.36 3 Bi-Modal 0.898 -1.191 0.805 -0.384Air Conditioning

3.85 4 4 0.512 -0.291 0.262 -0.11

AGS Navallur (Contd.) Statistic

Criteria

4th Moment

Beta 1 Beta 2

Gamma 1 Gamma 2

Curve Type Top Shape

Picture Quality 0.462 0.232 4.708 0.482 1.708 Leptokurtic PeakedSound Quality 0.311 0.0001 3.172 0.014 0.172 Leptokurtic Slightly

Peaked Seat Quality 2.166 0.284 3.345 0.533 0.345 Platykurtic Slightly

PeakedAir Conditioning 0.346 0.672 5.045 0.82 2.045 Leptokurtic Peaked

The overall average of movie experience at AGS Villivakkam (4.015) is higher than AGS

Navallur (3.7825). It should be noted here that in the case of Navallur, there were blank

responses (2,2,2 and 1 in case of picture quality, sound quality, seat comfort and air-conditioning

respectively), and these have been omitted from calculation, which would otherwise have shown

lower statistical information.

As the table shows, with the exception of sound quality, the mean average of picture quality, air-

conditioning and seating comfort especially is lower at AGS Navallur. One reason for this may

be attributed to the demographic characteristic of patrons at AGS cinemas. The areas

surrounding AGS Villivakkam, including Villivakkam itself, are populated by lower income and

middle income group to a greater extent whose needs are easier to satisfy than those of AGS

Navallur patrons. Navallur has been described by one patron as one of the fast growing areas in

Chennai with state of the art residential facilities and burgeoning industries. Higher income

groups usually populate the surrounding areas, and there are a number of big offices and

universities close to Navallur. The expectations of these respondents would be inevitably higher,

especially when it comes to quality and comfort.

With the exception of seat comfort at AGS Navallur, the rest of the data show a leptokurtic

distribution (peaked). Distribution is flatter at AGS Navallur because there were equal number of

‘average’ and ‘good’ responses respectively. Also, the skewness is higher only in this case

because of a bi-modal distribution.

The individual data for each of the criteria mentioned above are given in the appendix. Special

emphasis has been given in the pages below to certain factors related to auditorium experience.

3D Response At AGS Cinemas

3D glasses are to be collected at the concessions counter both at AGS Villivakkam and AGS

Navallur. A similar process is done at PVR Cinemas, but in case of PVR cinemas the glasses are

actually purchased by the patrons. In case of AGS cinemas, not only is there no purchase (the

glasses have to be returned once the patrons exit the theatre hall) but there’s a good amount

which is charged for the glasses that’s non-refundable (Rs 30).

There is a common complaint regarding the 3D quality itself, with many patrons feeling that the

money is unreasonably charged for a 3D quality which is unsatisfactory. An AGS staff tells that

‘each 3D glass’ is close to Rs 2000 and of great quality. But that does not stop respondents from

saying that ‘they’re not satisfied with 3D. 3D glass expensive because it is non-refundable’ ‘3D

not good. Glasses scratched’, ‘3D Glasses smudged’, ‘3D not good’.

Frequent Patrons And Sound Quality Response

A majority of the audience at Villivakkam among males were ‘Once in A While’ users (28 out of

46), with 6 coming from Anna Nagar. Among these users, the common complaint was the sound

quality, which many found to be either inaudible or inferior when compared with Satyam or

Escape Cinemas. Considering ‘Frequent’ male patrons are the largest audience and share a

common complaint regarding the sound quality, AGS should make arrangements to upgrade its

surround sound system at Villivakkam.

Seating Comfort at AGS Navallur

Common complaints regarding seats at AGS Navallur:

Seats are torn

Uncomfortable hand-rest

Unsatisfactory push-back facility

Seats are shaky

Seats are damaged; cause a headache

50% (6 out of 12) of the patrons who visited AGS Navallur the first time rated the seats are

average while 25% (3 out of 12) rated it as good.

Among ‘in a while/occasional’ patrons, it’s found that 11 patrons rated the seats as good and the

same number of patrons found the seats to be average. The same way, the proportion of patrons

rating the seats as poor and great is also equal (10% each).

Among frequent patrons, the highest number of patrons rated the seats as ‘good’ (44%), followed

by ‘Average’ (35%), followed by poor (12%) and very poor (6%). Only one respondent in this

group rated the seat comfort as great.

A first time patron to AGS Navallur who responded to the questionnaire said that ‘While seats

are comfortable, the fact that they are torn gives a poor impression of maintenance at AGS

Cinemas’. Another patron Dr. Meera Nayak, a Thoraipakkam resident who visits AGS Navallur

frequently observes that ‘General maintenance at AGS has deteriorated since last year’. These

statements and the data support my assumptions that a) Torn and damaged seats will create a bad

impression among first time patrons and b) Frequent users shall be concerned about maintenance

at AGS Cinemas and may switch in case another multiplex in a nearby area maintains its theatres

better.

Another assumption that complaints about torn seats and lack of maintenance shall spread on

social networking sites and review sites like wildfire also holds true. Some of the complaints

posted online about seating at AGS Navallur:

 ‘the place is awfully maintained and super dirty...’ – djrocks2983, http://chennai.burrp.com

‘Seats are worst,, All seats are damaged..’ – Ramnath Boobalan, Google Plus

‘Inside AGS,Navallur for # Thillu Mullu - Must say the seats are getting from bad to worse!’ –

Venkatesvaran, Twitter user

‘Its sad to see that so many seats r torn. Plz do replace thm’ – Don Deepak, Twitter user

Some of the positive reviews about seat comfort online say that while the seats are torn, they still

give adequate comfort:

‘it is a nice place where you can sit comfortably and watch a movie’ – Sonika,

http://yellowpages.sulekha.com

‘Most comfortable seats in the country’ – Harsha Kondapalli, Google Plus

‘…seating is really very comfortable’ – Hemant Thakkar, http://yellowpages.sulekha.com

While many choose to post their grievance about seat quality at AGS cinemas on the internet and

social networking site, most do not complain unless asked. However, the statistics show that

there is an implied dissatisfaction with the seat quality among most patrons. Based solely on

comfort, the seats at Navallur are of better quality and give better comfort than those at AGS

Villivakkam. However, the complaints at Villivakkam about seat quality are negligible and

mainly deal with ‘seats being narrow’ or ‘better recliners’.

With time, maintenance costs for repairing the seats will also rise due to frequent use. Hence it is

advisable that the seats be maintained on a periodical basis or based on certain

qualitative/quantitative standards.

Current update from AGS is that ‘All seats shall be renovated by September’ (as tweeted by Ms.

Archana Kalpathi). However, a few months before, Archana Kalpathi had tweeted that the seats

and lighting would be taken care of by July. It is now imperative that the seats be soon renovated

and proper and regular maintenance is undertaken.

Lobby Ambience at AGS Cinemas

Following the distribution in the mystery audit conducted by AGS Cinemas, lobby ambience has

been taken separately from auditorium experience.

Lobby area in AGS Navallur is on a single floor, consisting of an entry opening out to the lobby

after the security screening and the lobby area itself. There is a triangular concessions counter in

the center of the lobby. There is the lounge area to the right and back corners of the lobby area,

and a play area to the left of the entrance, opposite to the gents’ washroom. The play area has

toys and attractions for kids between the age 3 and 6. No AGS employee has been assigned for

the play area.

The lounge sofas were found to be torn badly in the beginning of the internship and refurbished

during the internship period; Mr. Joyson, the theatre manager at AGS Cinemas blamed unruly

patrons from nearby villages for causing this damage, along with damages to seats in the

auditorium.

Standees of upcoming films such as Smurfs 2 were placed at strategic locations (close to the

auditorium where 3D films were screened. Apart from this, other form of advertising (both

movie posters and general) in AGS Navallur lobby includes video wall, LCD branding pillar

branding, seat branding, kiosk placement and exit branding.

In AGS Villivakkam, the lobby extends to ground floor and second floor, while the first floor has

the office. There are two elevators and staircase for navigation. There is no seating arrangement

currently for patrons in the lobby area. Also, size of lobby is smaller and less sophisticated than

the lobby at AGS Navallur. Advertising in lobby include frontage, poster cases, box office

branding, pillar branding, seat branding, lift branding and backlit boards.

The following data measures customer satisfaction statistics towards lobby ambience at AGS

Villivakkam and AGS Navallur respectively. Tables with detailed information about customer

ratings are located in appendix.

Table 9 and 10 showing audience level of satisfaction with lobby ambience at AGS Villivakkam

and AGS Navallur respectively

AGS Villivakkam

Statistic

Criteria

Mean Median Mode Standard Deviation

Skewness

Moment 2 Moment 3

Lobby Ambience

3.863014

4 4 0.603984 -0.2268 0.364796 -0.14888

AGS Villivakkam (contd.) Statistic

Criteria

Moment 4

Beta1 Beta2 Gamma 1

Gamma 2

Curve Type

Top Shape

Lobby Ambience

0.589324

0.456603

4.428463

0.675724 1.428463 Leptokurtic

Peaked

AGS Navallur Statistic

Criteria

Mean Median Mode Standard Deviation

Skewness

Moment 2 Moment 3

Lobby Ambience

4.013889

4 4 0.485714 0.028595 0.235918 0.004056

AGS Navallur (contd.) Statistic

Criteria

Moment 4

Beta1 Beta2 Gamma 1 Gamma 2 Curve Type

Top Shape

Lobby Ambience

0.235613

0.001253

4.233268

0.035399 1.233268 Leptokurtic

Peaked

The data shows that the lobby at AGS Navallur, predictably, has been better received than the

lobby at AGS Villivakkam.

Those among respondents at AGS Villivakkam who responded slightly negatively about the

lobby ambience complained about the lack of space and comfort in the lobby. Also respondents

complained that they had to wait outside after booking tickets and weren’t allowed to enter

inside the theatre until the movie was about to begin. This waiting time may lead to more crowd

gathering outside the theatre.

Concessions Rating

Concessions include food items (popcorn, puff, samosa, chaat items, sandwiches) and beverages

(cold-drinks, bottled water). The concessions at AGS Navallur are priced slightly higher than

AGS Villivakkam. Also, the menu variety is greater in AGS Navallur, with plans to open an ice-

cream concessions and hot snacks concessions in the future. AGS Villivakkam, on the other

hand, has a standard concessions menu items available in all multiplexes.

To measure the overall audience satisfaction with the concessions based on four criteria a) Menu

Variety, b) Serving Quantity, c) Refreshment Quality and d) Staff Helpfulness, a 3 Point Likert

Scale ranging from a) Low (1 point) b) Average (2 point) c) High (3 point) was chosen for

evaluating individual and overall satisfaction with concessions facilities. On the basis of the data,

statistical analysis was performed to find out a) mean b) median/mode c) Standard Deviation d)

Skewness e) Moments and f) Kurtosis, in order to gain a clearer understanding of audience

response towards theatre facilities. Tables with detailed information about concessions ratings

are located in appendix.

Table 11 and 12 showing audience level of satisfaction with concessions at AGS Villivakkam

and AGS Navallur respectively

Blank Responses in case of AGS Villivakkam are as follows (and these have been excluded from

measurement):

Menu Variety: 9

Serving Quantity: 11

Refreshment Quality: 8

Staff Helpfulness: 11

AGS Villivakkam Statistics

Criteria

Mean Median Mode Standard Deviation

Skewness 2nd Moment

3rd Moment

Menu Variety 2.212121 2 2 0.61583 0.344447 0.379247 -0.03876

Serving Quantity 2.453125 2 Bi-Modal

0.557048 0.813439 0.310303 -0.06173

Refreshment Quality

2.432836 2 3 0.604063 -0.93892 0.364892 -0.12207

Staff Helpfulness 2.609375 3 3 0.548213 -0.71254 0.300537 -0.16633

AGS Villivakkam (Contd) Statistics

Criteria

4th Moment

Beta 1 Beta 2 Gamma 1 Gamma 2 Curve Type

Top Shape

Menu Variety 0.352721 0.027546 2.452374 0.165969 -0.54763 Platykurtic Flat-Topped

Serving Quantity 0.20308 0.127535 2.109094 0.35712 -0.89091 Platykurtic Flat-Topped

Refreshment Quality

0.318316 0.306706 2.390727 0.55381 -0.60927 Platykurtic Flat-Topped

Staff Helpfulness 0.269804 1.019151 2.987115 1.00953 -0.01289 Platykurtic Flat-Topped

AGS Navallur Statistics

Criteria

Mean Median Mode Standard Deviation

Skewness 2nd Moment

3rd Moment

Menu Variety 2.074627 2 2 0.676105 0.110378 0.457117 -0.02813

Serving Quantity 2.469697 3 3 0.583087 -0.90947 0.339991 -0.113Refreshment Quality 2.439394 3 3 0.60625 -0.92471 0.367539 -

0.12992Staff Helpfulness 2.621212 3 3 0.515374 -0.73498 0.265611 -

0.11352

AGS Navallur (Contd) Statistics

Criteria

4th Moment

Beta 1 Beta 2 Gamma 1 Gamma 2 Curve Type

Top Shape

Menu Variety 0.455778 0.008283 2.18121 0.091013 -0.81879 Platykurtic Flat-Topped

Serving Quantity 0.274201 0.324923 2.372112

0.57002 -0.62789 Platykurtic Flat-Topped

Refreshment Quality 0.325921 0.33998 2.412709

0.583078 -0.58729 Platykurtic Flat-Topped

Staff Helpfulness 0.169666 0.687692 2.404939

0.829272 -0.59506 Platykurtic Flat-Topped

Blank Responses in case of AGS Villivakkam are as follows (and these have been excluded from

measurement):

Menu Variety: 8

Serving Quantity: 9

Refreshment Quality: 9

Staff Helpfulness: 9

The menu variety at the concessions counters at AGS Navallur and AGS Villivakkam are largely

rated ‘Average’ by respondents (53.7% at AGS Navallur and 57.5% at AGS Villivakkam find

the menu variety to be average). The table above shows that only in menu variety does the

median and mode ‘2’ (highest percent rating average) whereas in other cases, it is 3. Both are

positively skewed, hence they are more respondents towards ‘low’ and ‘average’, especially in

case of AGS Navallur, where the menu variety hasn’t been rated well despite it having greater

options than AGS Villivakkam. Both the multiplexes could do with improvement with menu

variety, especially AGS Navallur.

At least six customers suggested that the theatre add non vegetarian and egg-based food to their

menu. And it has been acknowledged by Mr. Joyson of AGS Cinemas that non-vegetarian food

can bring a lot of additional revenue to AGS; however, it is the conscious decision by the

management to restrict non-vegetarian food as the owners are pure vegetarians. On inspection, it

was found that the pastries served at AGS Cinemas are egg-based and there is no eggless option,

at least at AGS Villivakkam. This was brought to attention by Ms. Priyadarshani, who suggested

that eggless options be added for desserts.

There have also been demands from a couple of respondents from Navallur for ice-creams and

milkshakes, and according to Mr. Joyson, there shall soon be a counter for ice-creams. Its been

observed that it is the 19-25 group which frequents AGS Navallur more than the other age

groups; many of the patrons include young couples and college-going patrons from nearby areas.

The food court present on the floor below offers good-quality ice-cream; this food court is not a

part of AGS cinemas. It’s known that Coromandel Plaza does not have any other establishment

running currently except a gaming zone and a food court (with Chinese food, pizzas, curry items

and ice-cream) on the third floor and Dominoes on the ground floor, and some of the patrons

believe that the mall is very underdeveloped.

a) Varsha, a mother who brought along her kids to AGS Navallur, has a different complaint:

she believes that the quantity served at AGS Cinemas is too much. The table shows that

very few patrons thought that the serving quantity of their food items and beverages was

low. A quick observation of the serving size of popcorn can tell that quite a sufficient

amount of popcorn is given for the price of Rs 130. Varsha suggested this: Lesser price,

lesser quantity would be ideal. A 97 out of 150 respondents selected popcorn as their

favorite food item.

The statistics of ‘serving quantity’ at AGS Villivakkam seem problematic as the data above

shows a highly positive skewness (Mean>Median), whereas the distribution given in the

appendix clearly shows that the curve is skewed to the right side (negatively). This problem may

have risen because of the bi-modal value, and the median showing value 2 (n+1/2th observation

shows 32.5 which lies within the cumulative frequency of 33 that corresponds to the value 2).

The refreshment quality at both the theatres is rated between average and high, with a slightly

greater respondents rating high in both theatres.

At AGS Villivakkam, the respondents who felt the refreshment quality was low generally

complained that:

Food is stale (Ms. Kas, Mr. Kamath, Mr. Akbar, Ms.Rati) – The first two

respondents come in age bracket of ’46 and above’ and say that they don’t buy

from AGS concessions because the food is stale, while the third respondent is in

age bracket of 36-45 years who also prefers not to buy due to unsatisfactory

quality. Ms. Rati has a specific problem with the caramel popcorn, which she

feels gives a ‘medicinal taste’.

Age based division reveals that only one out seven in the age bracket of 36-45

thought the serving quality to be high.5 of the 7 respondents rated the serving

quality as average while one rated it low. One respondent Mr. Hassan suggested

that ‘Indian Hot snacks’ be added.

Four respondents specifically suggested that credit card facility be made available

at concessions area (3 respondents from Navallur, 1 from Villivakkam; 3 men, 1

woman). Either start this facility at concessions (‘currently not introduced as

there’s concern that it may not work properly at times or the staff may not be able

to use it properly’ – a vague reason given by an AGS employee) or introduce

something similar to Sathyam’s fuel cards where the amount is deposited

beforehand and purchases are made over time (Many who use public transport

may not want use cash as they may need it for transport expense). AGS could

limit credit card facility to one counter (at Navallur, there are four counters), and

keep a minimum amount for credit card facility to be accepted. As rates are higher

at Navallur and most of the crowd includes 19-25 and 26-35 patrons (with larger

spending activity), the minimum amount could be Rs. 400-Rs 500. Note: AGS

Cinemas is soon coming with 25 Frames, an ICashCard.

At Navallur, the respondents who rated the food quality as low are in age bracket of 19-25 and

26-35 and have a similar complaint as above that the ‘food is bad’. Those who rated the ‘food

quality’ as average either had specific complaints about some items (‘Better quality popcorn’) or

were disappointed that many of the items on the menu were unavailable when asked for.

A larger percent of respondents have rated staff helpfulness ‘high’ and there were very few

complains about operating staff in general.

Washroom Maintenance

             Low                        

Average High

Navalur

05

10152025303540

8

22

35

AGS WASHROOM MAINTENANCE: NAVALUR

Number of respondents Total: 65

              Low                        

Average High

Villivakkam

05

101520253035404550

214

46

AGS WASHROOM MAINTENANCE: VILLIVAKKAM

Number of respondents Total: 62

Out of 10 respondents (out of 150) who rated the washroom maintenance as low, 8 were women

and 7 of them were AGS Navallur respondents and common complaints among them include:

Insufficient Toilet Roll

Inadequate Water

Bad Odor

Toilets Unclean

The bad odor at the washrooms can be rectified by keeping air-freshener in toilets at all times,

especially inside ladies’ toilets, who are generally more concerned about hygiene. Patrons at

Navallur coming from high-income groups, especially female patrons, may expect higher level

of cleanliness and maintenance.

Another complaint is that there is no hand wash solution in AGS Villivakkam in the men’s

washroom. Lack of health and hygiene facilities will give AGS theatre a bad name, and by not

keeping hand solution (the reason given is that it was stolen on one occasion), AGS Villivakkam

is not maintaining proper health standards for obvious reasons (same patrons visit concessions

without properly washing their hands).

SOURCE OF KNOWLEDGE OF AGS CINEMAS

In this question, respondents could select multiple options. 35 respondents (15 from AGS

Navallur, 20 AGS Villivakkam) selected ‘The Hindu’ as one of their sources of

knowledge of AGS Cinemas while 8 respondents selected ‘Daily Thandhi’ as their source

(6 out of the 8 were AGS Villivakkam respondents). 23 respondents selected Social

Networking Sites as their source of knowledge – 22 out of them selected ‘Facebook’. 79

respondents (44 from AGS Navallur, 35 from AGS Villivakkam) selected friends as their

source of knowledge of AGS cinemas. 12 respondents selected hoardings. 37 respondents

also had other sources: either they saw the theatre while passing by (it being near their

homes or offices) or they learned about it through colleagues or relatives.

Contests at AGS Cinemas, Promotional Activity at AGS Cinemas,

Communication Problem at AGS Cinemas, Customer Inquiry at

AGS Cinemas

One problem that has been observed about the website is that none of the contests have been

updated. There are no contests which are running currently, and yet the website displays four

contests which have already ended. This page can be removed completely, and any new contest

which is active should pop up while opening AGS main page, and a separate link should lead it

to the contest page. Patrons would be satisfied when AGS website is being regularly updated this

way.

Mr. Gautam, an AGS Villivakkam respondent who is from the media business said that ‘Proper

communication so that audience can get information about upcoming movies, attractions as soon

as possible’, and this holds true in many cases, such as the one mentioned above. Its also been

observed that many of the posters at AGS Villivakkam are not being regularly updated, and a

number of posters and banners displayed are of movies that have already left the theatres, or are

not to be shown. Also, there is no proper strategy as to how the posters have to be displayed, as

most seem to be put up in a random order. Ghanchakkar, a Bollywood film that was playing in

screens was placed right at the back, while posters of movies like ‘Saint Dracula 3D’ and ‘The

Collector’, movies that haven’t hit the screens and won’t, are prominently displayed. When Mr.

Dinesh was asked whether the film ‘Hitchcock’ was to play (a huge banner for the film was

displayed directly in the front), he cluelessly replied “I really don’t know”. The poster was

removed a few days later.

Also, in case of movies that are only playing in one AGS branch, if a poster is displayed in the

other branch, AGS could mention that the movie is being played currently at the other branch.

This form of promotion would make it easier for patrons to know where AGS is playing the

movies.

Lastly, many patrons have complained that the telephone inquiry service at AGS is not good.

While most of the respondents (109 out of 150) did not use the telephone inquiry service (some

did not know that AGS provided this service) and hence skipped the question, a few who

answered had complaints such as:

Shivapriya, Navallur (occasional patron): No response when used customer inquiry service.

(English film)

Joshua (regular patron): Customer service inquiry has to be looked into. (English film)

Maitri (occasional patron): Customer telephone inquiry could not be reached. (English Film)

Shiva (occasional patron): Not aware of customer inquiry.

Deepak (regular patron Customer inquiry line busy most of the time. Site should be more

attractive. (English Film)

Geeta Vishwanathan (regular patron): No response from telephone inquiry. (English film)

Sheimour (occasional patron): When information wanted, phone gets disconnected. Indifference

by customer service - very disappointed. (Telugu movie)

5 of these seven used the counter to book tickets that day, so they must’ve seen the show timings

in the newspaper (as AGS website and Book My Show mentions whether tickets are available or

not). Also, most were going for English films (5 for English, one Telugu and one unknown) and

shows for these films are usually kept minimum. 5 of these patrons were AGS Navallur

respondents, where English films are generally played more due to the favourable type of

audience.

The separate customer inquiry department which was previously kept for dealing with telephone

inquiry by AGS patrons was discontinued due to staff shortage. The telephone inquiry calls

regarding show timings etc is currently handled by the receptionist at AGS Villivakkam.

:

All screens at AGS Cinemas (at BO counter as well as concessions counter) display the same

information. One of these screens could be used to display promos of current films and

upcoming films at AGS. At concessions, an attractive visual aid should be displayed on one of

the screens.

Recommendations

1) Online Ticket Availability At AGS Villivakkam Booking Process

Comparing the booking schedule of AGS Villivakkam and its closest competitors location-wise,

Fame Cinemas, S2 Multiplex Perambur and PVR Cinemas, it is seen that only S2 Multiplex,

Perambur has its booking schedule for upcoming shows available for the whole week (Friday to

Next Thursday). It has two separate weekly schedules: one schedule (with more shows) for

Saturday and Sunday and another schedule for Friday and the coming weekdays (with less

shows).

Fame multiplex has a similar approach, keeping lesser shows on Friday and more on Saturday

and Sunday but does not show schedule for the weekdays beforehand. Only PVR and AGS

Cinemas have the same schedule for Friday, Saturday and Sunday and a different one for

Monday. However PVR reveals its schedule for Monday too while AGS doesn’t until the

weekend. Should AGS Cinemas change the way it plans its schedule by either:

a) Keeping more shows on Saturday and Sunday for the movies having lower shows on

Friday, considering that the audience on Friday is relatively low (as confirmed by theatre

owner).

b) Also planning beforehand the show timing for Monday, considering that the first four

days yields the maximum response. PVR already has a couple of shows completely

booked on Monday. (Maybe keep the same schedule for Friday and Monday)

2) Parking at AGS Villivakkam

a) Parking Availability Update

b) Online Parking Reservation

1 – Problems: A machine shows how many vacant spots remain for each screen parking

space (For example, if 2 spots of space allocated to screen 1 taken out of 25, 23 shall flash on

screen. How shall this number work automatically? How shall it register cars that enter and

exit the parking space?

1 – Alternative: While booking tickets, staff at BO can update about parking availability for

that particular screen. How shall the staff be updated about availability?

– Problems: Person selects the parking spot he wishes online (Screen 1 has 20 spots, he

selects 1 for timing 9:00 am to 12:00pm movie. Another patron selects for next show from

1:15pm to 3:45 pm. Person arrives at 8:45 am –what should he do? What happens if person

does not remove his car by 1:15pm?

2 – Parking reservation is possible, however AGS Villivakkam does not have additional

attractions at theatre and patrons generally visit the theatre only to watch the films, so a

heavy expense on parking isn’t worth the trouble.

However, since patrons do not have options in AGS Villivakkam as the multiplex only contains

theatres and a restaurant, plus there aren’t any major attractions in the surrounding areas, chances

are they exit directly after watching a film. Therefore, it shall be better to do away with the

lengthy procedure of booking tickets first, then parking and simply follow a fixed rate for a

minimum time-period ‘2-1/2 hours’ and charge Rs.10 for every additional hour. Also, instead of

raising parking ticket prices to counter price rise, it shall be wiser to increase prices where

demand is high and remains inelastic in terms of price change. Pop-corn and cold-drink, priced

reasonably in Villivakkam and a favorite among most theatre-goers as per survey analysis, can

be subjected to price change as demand may not be highly affected and patrons shall not find any

grievance with AGS Cinemas.

AGS Villivakkam currently has three BO counters which could be increased to four as the

proportion of patrons booking tickets at BO counter is greater. Alternatively, arrangements could

be made to facilitate patrons’ decision-making process by giving proper updates regarding

availability of tickets on timing schedule screens at BO (currently shows movie timings without

updating on availability status). This is especially necessary for patrons parking vehicle in AGS

parking zone as it’s required for them to obtain their tickets before proceeding to park their

vehicles. With nearly 70% respondents (32 using 2 wheeler, 25 using 4 wheeler) using private

transport at AGS Villivakkam, it is necessary to handle the queuing chain more effectively at

AGS Villivakkam.

There could also be arrangements made at AGS Villivakkam to encourage patrons of lower age-

groups to book tickets online, as it may reduce the queuing problem at AGS Villivakkam. Also,

people booking tickets online should be allowed to park vehicle on basis of online confirmation

acknowledgement form

3) New Attractions

A new attraction could be added as these people wait outside the BO counter. The paid form of

attraction or facility could be a way to earn revenue at AGS cinemas while providing the

audience another form of entertainment. This could be added at both AGS Villivakkam and AGS

Navallur, and may be different depending on the theatre. For example, taking a look at the ‘Age

group’ that comes to these theatres, especially to AGS OMR, an attraction like a ‘photo booth’

can be added for waiting patrons. As it is a trend to upload photos on Facebook, AGS could try

to include its logo inside the picture taken (maybe in the background) and try using this as a way

of promotion. A photo booth can be installed without the need for having any staff. In case of

Villivakkam, either the photo-booth could be installed either inside the box office lobby

(installing it outside may lead to theft unless it is possible to securely lock the photo booth after

the theatre closes) or in the theatre lobby near the concessions zone (the theatre patrons should be

allowed inside a little earlier in this case). This idea could also be implemented at AGS Navallur,

where the 19-25 demography is high.

An idea possible at Villivakkam (where many of the patrons come from lower-income or middle-

income groups) would be to install cut-outs of popular actors and actresses and let people take

photos standing with them (again, AGS logo should be noticeable in the picture) for free. Cut-

outs are relatively cheaper and disposable, movable, can help in promotion of theatre (if the AGS

logo is visible) and can be an added attraction (most of the demographic includes men, either

coming with partner/spouse or in large groups and would hence prefer clicking photos on

everyone grouped together instead of a photo-booth, where the no. of people allowed would be

limited).

4) 46 and Above Demographic

There have been complaints, especially from the older age group respondents at Villivakkam,

that they are compelled to sit on the floor before they can be allowed inside the theatre. It would

be recommended to have simple seating arrangement of immovable seats inside the BO area to

cater to the comfort of these people. It has been observed that the 46 and above respondents (1

female and 3 male respondents at Navallur, and 1 female and 4 male respondents at Villivakkam)

(‘Direct BO Counter Booking’ (75% respondents at Navallur, and 40% at Villivakkam)) were

more concerned about maintenance, quality, comfort and cost than the other age groups, and

many gave more elaborate suggestions than other age groups. It is necessary that attention also

be paid to this demographic.

5) Lighting Arrangement at AGS Villivakkam

One specific complaint from Geeta Vishwanath (a 46 and above AGS Navallur respondent) is

that the lighting in AGS cinemas, especially inside the theatre hall is insufficient and causes

disorientation, especially while entering the hall when the most lights have been turned off. The

row numbers have not been highlighted well either. To avoid any possibility of accidents, the

lighting arrangement at AGS Cinemas should be altered (using more yellow light instead of blue,

especially for the steps). In case of row numbers, if the expense for installing lighting to

highlight the numbers is high, an alternative arrangement can be done of placing a board outside

the screen that gives an overview of seating arrangement inside.

6) Outsourcing Ticket Booking / Telephone Inquiry

‘Outsourcing this work to cloud services will help in reducing cost while keeping this department

active. Also, along with telephone inquiry, home delivery of tickets should also start’ says Ms.

Vanaja, the CEO of Thinksoft, Chennai. AGS could limit home delivery of tickets at Navallur to

certain areas (the areas which can be reached easily, as it is a straight road which connects the

nearby areas), and if wanted, keep some conditions regarding this booking: minimum ‘x’ tickets,

commission amount ‘y’, home delivery possible ‘z’ hours before show begins.

7) 3D Glasses Quality Improvement

One respondent offers a solution. Colin, a Villivakkam patron is a budding cinematographer and

he says that the ‘3D glasses should not be tinted. The tint diminishes the brightness totally’.

Also, the process of obtaining the 3D glass should be shifted from the concessions counter to the

screen where the 3D movie is to play. One reason is that the process becomes too long and

inconvenient, especially when other screens have intervals which result in longer queues, but the

process leads to many not able to get the concessions item they want (in case the movie begins

before they’re able to buy the concessions item). A theatre employee can provide a slip after

payment is made without the need to making this process electronic (as no actual purchase is

made, and a service is temporarily used). Inox Multiplex works in this manner.

8) Theatre Seat Maintenance

A regular inspection should be done by operating personnel (for example once a fortnight) to

find out the extent of torn and damaged seats in AGS Navallur. For example if in a theatre screen

in fortnight 1, 12 seats are found to be torn, 8 are found to be damaged, and 3 are found to be

torn and damaged. In week 2, assuming no repair work has taken place, 17 sets are torn, 10 are

damaged and 5 are torn and damaged.

If a criteria is set that when x% of seats in a screen are found both torn and damaged, then

corrective measures shall be taken, then what can happen is that the screen may play

lesser shows during the time maintenance work is conducted and the movies are played

more in other screens until then. This will also send out a positive response to patrons

that AGS is paying attention to their implied/voiced concerns about seating.

b) Majority of the maintenance work can be conducted on Wednesdays and Thursdays,

when the crowd is relatively very low in most screens at AGS.  

9) Menu Additions

AGS Navallur could include into its concessions items which are unavailable in the rest of the

mall and which shall be popular among the 19-25 age group, usually which can be shared by

more than one person. Popcorn and water are some of the few items that are usually shared by

more than one person. More such items can be included in the menu, both in food items and in

beverages:

a) Bread items such as chocolate croissants, doughnuts, frankies

b) Cupcakes, sponge cakes and other dry varieties of cakes (can also reduce maintenance

load for cleaning staff)

c) Ice cream cones along with cups, which may get a response from couples and young kids

d) Smoothies or slush drinks (slush drinks require less concentration and more ice, which

may make them a cheaper option and they usually take more time to be consumed, so

value for money is achieved)

e) More varieties in chocolate, which is both a favored flavor among many and an

aphrodisiac (couples)

Also to satisfy patrons who want non-vegetarian food in the theaters, paneer can be included in

some of the food items, such as puff. Balakrishna, a respondent from Navallur wants ‘more

varieties of puff’, another Navallur respondent Nazhri suggests that ‘egg puff’ be added to the

menu while Mrs. Sivakumar complaints that ‘stock of puffs gets over pretty fast’. At least 6

respondents in the survey say that puff is their favorite food item after popcorn. So, puffs and

other items where the stuffing can be different, should be considered for menu additions.

The alternatives available are:

a) Reduce the serving quantity of popcorn while keeping the same price (as popcorn is

comparatively less elastic to change in price than say, bottled water)

b) Introduce another serving size for popcorn which serves a lesser quantity and comes at a

mid-ranged price (e.g. Little Popcorn @ Rs 50); instead of a group of kids sharing from

one (In Rs 130, appetite of 3 kids satisfied), each buys their own popcorn (Rs 50 * 3 =

150).

Items served in cups should be considered for possible menu additions. PVR has a counter which

serves different flavors of boiled chana. Introducing a range of items served in cups in the price

range of Rs 50 – Rs 70 will be a good option (11 patrons selected boiled corn as their favorite

food item) as the serving size shall be less than popcorn, the item shall be light on the stomach

(thus may lead to further purchase at concessions. More boiled snacks would be a good

introduction as they’re like Chinese food – tasty and filling only for a short while and will

quickly be consumed).

Addition of reasonably priced Vada Paav may be a good option to satisfy this age group (and 46

and above age group) both in terms of serving quality, quantity and price as these two age groups

are more concerned about value for money and are dissatisfied when they are charged more and

get less in terms of quality and quantity (at least three complaints from these two groups that the

price was very high).

Appendix

a) Table showing distribution of AGS respondents based on the location they have come

from.

  Data  

AGS Visited Area of residence # of respondentsProportion of respondents

Navallur Adambakkam 1 1%  Adyar 4 3%  Chromepet 2 1%  ECR 2 1%  Egmore 1 1%  Kanchana Paati 1 1%  Karapakkam 4 3%  Kelambakkam 2 1%  Kilkattalai 1 1%  Kilkattalaitalai 1 1%  Kotturpuram 1 1%  Kovallam 1 1%  Koyambedu 1 1%  Madambakkam 1 1%  Medavakkam 2 1%  Mylapore 1 1%  Navallur 5 3%  OMR 2 1%  Padur 3 2%  Pallavaram 1 1%  Pallikaranai 3 2%  Pammal 1 1%  Pavararam 1 1%  Perambakkam 1 1%  Perungalathur 1 1%  Porur 1 1%  Shollinganallur 5 3%  Sisuseri 1 1%  Tambaram 4 3%  Thalambur 1 1%  Thiruporur 2 1%  Thiruvanmiyur 2 1%  Thoraipakkam 5 3%  Thoraipakkam 1 1%

  Thousand Lights 1 1%  Velachery 6 4%  Virugambakkam 1 1%  (blank) 1 1%Navallur Total   75 50.00%Villivakkam Alwarpet 1 1%  Ambattur 4 3%  Anna Nagar 17 11%  Avadi 2 1%  Ayanavaram 2 1%  Cholavaram 2 1%  Chromepet 1 1%  I.C.F. 1 1%  Kadambathur 1 1%  Kilpaukkam 2 1%  Kodambakkam 1 1%  Korattur 2 1%  korattur 6 4%  M.K.B. Nagar 1 1%  Mogappair 5 3%  Padur 1 1%  Pattabiram 1 1%  Perambur 3 2%  R A Puram 1 1%  Sowcarpet 1 1%  T Nagar 1 1%  Tambaram 1 1%  Thiruvindravur 1 1%  Tondiarpet 1 1%  Villivakkam 14 9%  Virugambakkam 1 1%  (blank) 1 1%Villivakkam Total   75 50.00%Grand Total   150 100.00%

b) Tables showing respondent’s satisfaction level with picture quality at AGS Villivakkam

and AGS Navallur respectively

AGS Visited Movie Experience - Picture Quality No of RespondentsVillivakkam Average 6  Good 55  Great 14Villivakkam Total   75

AGS Visited Movie Experience - Picture Quality No Of Respondents Navallur Average 10  Good 53  Great 9  Poor 1  (blank) 2Navallur Total   75

c) Tables showing respondent’s satisfaction level with sound quality at AGS Villivakkam

and AGS Navallur respectively

AGS Visited Movie Experience - Sound QualityNo of

Respondents Villivakkam Average 18  Good 44  Great 13Villivakkam Total   75

AGS Visited Movie Experience - Sound Quality No of respondentsNavallur Average 13  Good 50  Great 10  (blank) 2Navallur Total   75

d) Tables showing respondents’ satisfaction level with seating facility at AGS Villivakkam

and AGS Navallur respectively

AGS Visited Seat Comfort No of RespondentsVillivakkam Very Poor 1  Poor 2  Average 12  Good 48  Great 12Villivakkam Total   75

AGS Visited Movie Experience - Seat Comfort # of respondentsNavallur Very Poor 3  Poor 7  Average 29  Good 29  Great 5  (blank) 2Navallur Total   75

e) Tables showing respondents’ satisfaction level with air conditioning facility at AGS

Villivakkam and AGS Navallur respectively

AGS VisitedMovie Experience - Air Conditioning No of respondents

Villivakkam Average 7  Good 53  Great 15Villivakkam Total   75

AGS Visited Movie Experience - Air Conditioning No of respondentsNavallur Good    Average 13  Good 56  Great 4  Poor 1  (blank)  1Navallur Total   75

f) Tables showing respondents’ satisfaction level with lobby ambience at AGS Villivakkam

and AGS Navallur respectively

AGS VisitedMovie Experience - Lobby Ambience No of Respondents

Villivakkam      Average 13  Good 51  Great 7  Poor 2  (blank) 2Villivakkam Total   75

AGS VisitedMovie Experience - Lobby Ambience # of respondents

Navallur Average 8  Good 55  Great 9  (blank) 3Navallur Total   75

g) Tables showing respondents’ satisfaction level with menu variety at AGS Villivakkam

and AGS Navallur respectively

AGS Visited Concessions - Menu Variety No of respondentsVillivakkam Average 38  High 21  Low 7  (blank) 9Villivakkam Total   75

AGS Visited Concessions : Menu Variety No of respondentsNavallur Average 36  High 18  Low 13  (blank) 8Navallur Total   75

h) Tables showing respondents’ satisfaction level with concessions serving quantity at AGS

Villivakkam and AGS Navallur respectively

AGS Visited Concessions: Serving Quantity No of respondentsVillivakkam  High 31  Average 31  Low 2  (blank) 11Villivakkam Total   75

AGS Visited Concessions: Serving Quantity Number of respondentsNavallur Average 29  High 34  Low 3  (blank) 9Navallur Total   75

i) Tables showing respondents’ satisfaction level with refreshment quality at AGS

Villivakkam and AGS Navallur respectively

AGS Visited Concessions: Refreshment Quality No of respondentsVillivakkam Low 4  Average 30  High 33  (blank) 8Villivakkam Total   75

.

AGS Visited Concessions: Refreshment Quality No of respondentsNavallur Low 4  Average 29  High 33  (blank) 9Navallur Total   75

j) Tables showing respondents’ satisfaction level with concessions’ staff helpfulness at

AGS Villivakkam and AGS Navallur respectively

AGS Visited Concessions: Staff Helpfulness No of respondentsVillivakkam Low 2  Average 21  High 41  (blank) 11Villivakkam Total   75

AGS Visited Concessions: Staff Helpfulness No of respondentsNavallur Low 1  Average 23  High 42  (blank) 9  Average  Navallur Total   75