CHAPTER-1 INTRODUCTION

A Study on the Viewership Preference and Satisfaction for Big cinemas Theatre in Vellore.

Current scenario in Entertainment services: In todays world, people need some leisure time and entertainment. Entertainment generally refers to Cinema Theatres, TV programmes, Dance shows, Theme parks etc., Entertainment is a part of Service Industry in Services Marketing.

A movie theater, cinema, movie house, picture theater, film theater is a venue, usually a building, for viewing motion pictures ("movies" or "films").

Most but not all movie theaters are commercial operations catering to the general public, who attend by purchasing a ticket. The movie is projected with a movie projector onto a large projection screen at the front of the auditorium. Some movie theaters are now equipped for digital cinema projection, removing the need to create and transport a physical film print.

Modern Era of Movie theatres: 3-D 3-D film is a system of presenting film images so that they appear to the viewer to be threedimensional. Visitors usually borrow or keep special glasses to wear while watching the film. Depending on the system used, these are typically polarized glasses. Three-dimensional films use two images channelled, respectively, to the right and left eyes to simulate depth by using 3-D glasses with red and blue lenses (anaglyph), polarized (linear and circular), and other techniques. 3-D glasses deliver the proper image to the proper eye and make the image appear to "pop-out" at the viewer and even follow the viewer when he/she moves so viewers relatively see the same image. Most 3-D films are shown in amusement parks and even "4-D" techniques are used when certain effects such as spraying of water, movement of seats, and other effects are used to simulate actions seen on the screen. The earliest 3-D films were presented in the 1920s. There have been several "waves" of 3D film distribution, most notably in the 1950s when they were promoted as a way to offer audiences something that they could not see at home on television.

Still the process faded quickly and as yet has never been more than a periodic novelty in film presentation. Currently, films are again being presented in cinemas in 3-D, in the IMAX 3D system and in digital 3-D, such as is used in the animated films of Disney/Pixar.

IMAX- is a system using film with more than ten times the frame size of a 35 mm film to produce image quality far superior to conventional film. IMAX theaters use an oversized screen as well as special projectors. Invented by a Canadian company, the first permanent IMAX theater was at Ontario Place in Toronto, Ontario, Canada.

At the IMAX cinema attached to the National Media Museum in Bradford, West Yorkshire, England, in the United Kingdom, visitors to the museum's sixth floor can observe the IMAX projection booth via a glass rear wall, and watch the large format films being loaded and projected

Multiplexes and megaplexes Example of a Multiplex layout: ARENA a fifteen-screen movie theater in Sofia, Bulgaria

Canada was the first country in the world to have a two-screen theater. The Elgin Theatre in Ottawa became the first venue to offer two film programs on different screens in 1957 when Canadian theater-owner Nat Taylor converted the dual screen theater into one capable of showing two different films simultaneously.

A popular film may be shown on multiple screens at the same multiplex, which reduces the choice of other films but offers more choice of viewing times or a greater number of seats to accommodate patrons. Two or three screens may be created by dividing up an existing cinema (as Durwood did with his Roxy in 1964), but newly built multiplexes usually have at least six to eight screens, and often as many as twelve, fourteen or even sixteen.

Drive-in: A drive-in movie theatre is basically an outdoor parking area with a screen sometimes an inflatable screen at one end and a projection booth at the other. Moviegoers drive into the parking spaces which are sometimes sloped upwards at the front to give a more direct view of the movie screen. Films are usually viewed through the car windscreen (windshield) although some people prefer to sit on the hood of the car. Sound is either provided through portable loudspeakers located by each parking space, or is broadcast on an FM radio frequency, to be played through the car's stereo system. Because of their outdoor nature, drive-ins usually only operate seasonally, and after sunset. Drive-in movie theatres are mainly found in the United States, where they were especially popular in the 1950s and 1960s. Once numbering in the thousands, about 400 remain in the U.S. today. In some cases, multiplex or megaplex theatres were built on the sites of former drive-in theatres

Movie Theatres in India:

The first Indian chain of cinema theaters was owned by the Calcutta entrepreneur Jamshedji Framji Madan, who oversaw production of 10 films annually and distributed them throughout the Indian subcontinent.

Importance of Movie Theatres Provides satisfaction to viewers Generates more profits Protects social interests More facilities

There are different factors that influence Viewers to watch a movie in theatre. Selection of movie Clarity Pricing Sound Effect Issue of tickets

Seating Arrangements Hygienic Food Ventilation Air-Conditioning Cleanliness Safety Parking Drinking Water etc.,

Viewers prefer multiplex offer more facilities than single-screen theatres. Special facilities such as Pricing Mix of Cinema Theatres The cinema theatres have to design a pricing strategy that suits the low-income group of the society. It is advisable to follow high pricing strategy, when the services indicate high status of viewers. Mostly every cinema theatres apply Differential pricing. Price depends upon Place, Seats in theatre, Movies, Facilities in the theatre etc., Variety of Movies Limited Seats , Play areas for children, Ambience

The pricing decisions will involve a number of factors, such as Cost of inputs Entertainment Tax Social and Economic status of viewers

Hindrances of Cinema Theatres With the increasing popularity of videos throughout the 1980's there was a drop in cinema audiences. Recently the cinema houses have been adversely affected by the increasing Television channels and Video piracy. Due to satellite communication, the cinema halls or picture palaces are not run to full house.

COMPANY PROFILE

BIG Cinemas, a division of Reliance MediaWorks Ltd (formerly known as Adlabs Films Limited) and a member of Reliance ADA Group is Indias largest cinema chain with over 515 screens in India, US, Malaysia and the Netherlands. The company accounts for 10 to 15% of box office contributions of large movies.

BIG Cinemas also operates in the United States, and the circuit accounts for about 30-35% of Hindi features box office collections and over 70% of Tamil and Telugu box office collections from the US. In Malaysia, the company now has 66 screens that play Hollywood features as well as Chinese and Tamil films to cater to the 1.5 million Tamil population. The company is also working towards establishing a presence in Netherlands and has associated with Pathe Theatres to begin screening Indian movies.

In 2005, Reliance Anil Dhirubhai Ambani Group became a majority promoter in Reliance MediaWorks. The financial resources and management expertise acted as a catalyst in synergizing various interrelated businesses, catapulting Reliance MediaWorks into becoming Indias biggest success story in the film and entertainment industry.

In the recent past Reliance MediaWorks has not just established a strong presence for its multiplex business in India and internationally but has also entered new segments of the film production value chain including digital post production services, digital cinema mastering, film restoration, film camera equipment and production support services. Reliance MediaWorks' television venture, BIG Synergy is among the top players in the television programming industry.

Backed by the Reliance ADA Group, Reliance MediaWorks has seen strong growth in terms of canvas and scale of operations. For FY 09, for the year ended on March 2009, the company clocked a topline of US$ 143 Million and an EBIDTA from Operations of US$ 15 million.

Reliance MediaWorks Big Cinemas is Indias largest cinema chain with over 477 screens spread across India, US, Malaysia and Netherlands and caters to over 35 million consumers. Reliance MediaWorks BIG Cinemas has established leadership in film exhibition in India with 230 screens and accounts for 10 to 15% of box office contributions of large movies. The company has also launched Indias first 6D theatre launched at Agra and was among the first to show 3D versions of international movies. Reliance MediaWorks BIG Cinemas has also successfully created a pan US footprint and the circuit accounts for 20-35% of Hindi features box office collections and over 70% of Tamil and Telugu box office collections from the US. In Malaysia, the company now has a strong presence of 66 screens that plays Hollywood features besides Chinese and Tamil films to cater to the 1.5 million Tamil populations. The company is also working towards establishing presence in Netherlands and has associated with Pathe Theatres to begin screening Indian movies. BIG Cinemas has been awarded the Entertainment Retailer of the Year honor at the India Retail Forum 2009 and has also been awarded International Exhibitor of the Year 2008 by CineAsia 2008 at Macau.

BIG Synergy

Reliance MediaWorks acquired majority interest in Synergy Communications in 2006. Today, BIG Synergy is widely regarded as a leader in non-fiction programming, and has enjoyed singular success in adapting international formats for Indian viewers. Over the years, BIG Synergy has attained both critical and commercial success with original shows such as Quiz Time, India Quiz, Eureka, A Question of Answers, Mum Tum aur Hum, as well as international formats such as Mastermind, University Challenge, Kamzor Kadi Kaun, Indias Child Genius, Bluffmaster, Heartbeat and successive series of the landmark Kaun Banega Crorepati. In recent times, BIG Synergy has produced some spectacular shows like Indias Got Talent, Sach Ka Saama, Dus Ka Dum, Jhalak Dikhhla Jaa, Kya Aap Paanchi Paas Se Tez Hain, and Aap Ki Kacheri.

Film and Media Services In September 2008, Reliance MediaWorks has become the first motion picture services facility in India and all of Asia to be awarded certification by the UKs industry body FACT (Federation

Against Copyright Theft). The certification is a major recognition of the efforts by Reliance MediaWorks to protect and safeguard the films that it handles from piracy. The certification applies to Reliance MediaWorks film processing and print lab, Digital Lab, Digital Cinema Mastering facility as well as Reliance MediaWorks' preview theatre, all housed within its Film City premises in Mumbai. The accreditation comes at a time when Reliance MediaWorks has significantly grown its portfolio of film related services, expanding from its long tradition of motion picture lab processing and replication to include post production and grading with its 4K DI lab and the Digital Cinema Mastering facility.

Motion Picture Processing

Reliance MediaWorks processes and prints over 75% of the Hindi film industry requirements. The companys processing lab has won numerous national and popular awards over the years and has been certified by Kodak Image Care 4 years in a row. Recently, the processing operations have also been expanded to Chennai and Kolkata.

Digital Intermediate Services Reliance MediaWorks Digital Intermediate Lab is the only true 4K facility in Asia with real time grading capabilities. The integrated offerings to clients include Telecine, Digital Optics, Promo packaging, Complete DI and deliverables (Conversion, Scanning, HD Recording & Sub titling).

Reliance MediaWorks Digital Cinema Services Reliance MediaWorks Digital Cinema is Indias leading provider of DCI grade digital cinema services, including mastering, installation and service and hard drive and optic fiber connectivity and distribution. Reliance MediaWorks has introduced optical fiber distribution of digital cinema films from India to the United States in a worlds first.

Reliance MediaWorks Digital Cinema is also spearheading the anti piracy initiatives and is the first film service operation in Asia to be accredited by UKs FACT (Federation against Copyright Theft) certification. Reliance MediaWorks Digital Cinema has operated more than 15,000 commercial screenings in full DCI compliant 2K cinema and has transmitted over 3,000 via fiber optic cables.

Reliance MediaWorks BPO Reliance MediaWorks BPO is a leading global player for comprehensive digital restoration and content processing services with a MPAA (Motion Pictures Association of America) standard facility.

The BPO is aims to provide a comprehensive one point solution for the transition from Analog to Digital and Physical Media to Digital Data. The Reliance MediaWorks BPO addresses the needs of content owners like international studios, broadcast and television networks, library owners and mobile companies across the world.

Lowry Digital Lowry Digital, a Reliance MediaWorks subsidiary based in Burbank, Los Angeles is universally regarded one of the best digital restoration facilities. The company utilizes proprietary image processing science to deliver superior picture elements and has developed an unique technology The Lowry Process which is used to create unsurpassed image quality at every stage of the workflow for all outputs, including film, broadcast television, commercials, digital cinema, Blueray, or web based video. Lowry Digitals services include film restoration, emergency image repair, digital blow ups and digital intermediate enhancements.

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE To Study the Attitude and preferences of viewers towards Big cinemas. To Study the viewership satisfaction in Big cinemas.

SECONDARY OBJECTIVE To Know awareness of online booking system and the benefits offered in big cinemas. To Know the promotional events are done in big cinemas. To Know the big cinemas ambience, digital sound effects (DOLBY & DTS), projector system, pricing, food and beverages and other facilities.

SCOPE OF THE STUDY

This study helps to find out the:

The factors influencing the viewers to prefer big cinemas . Service strategies and marketing mix adopted in the theatres.

LIMITATION OF THE STUDY

The study was time consuming. Some of the Respodents were not aware of the topic. So it took lot time to explain them about the topic.

The area of the study has been restricted to Vellore city. Respodents were not ready to spend their recreation time to respond. Most of the Respondents still not aware of the new technologies introduced in movie theatres.

REVIEW OF LITERATURE

The liberalization of economy has opened the doors of Internationalization of fashion, culture, and civilisation S.M. JHA

The development of communication technologies paves avenues for the development of entertainment facilities. Today, we see there are air-conditioned picture places, open-air theatres, disco and pub, music centers to entertain and enjoy. The development of entertainment services is essential as they generate profits and the same time makes the services affordable to the masses.

Movie Theatres are a big part of entertainment for the people. People prefer multiplex than single- screen windows. Multiplexing a theatre actually reduces its seating capacity by putting in more screens and other recreational facilities in the place of seats.

The cinema exhibition business has proved to be a complex inter-play where an outstanding location, state-of-the-art technology, luxurious and plush ambience, and warm customer- friendly service integrate to provide a world-class cinema viewing experience to the patron. Source: Assam rolls out incentives for cinema halls, www.Assam rolls out incentives for cinema halls.

The spurt in shopping malls in Assam's capital city Guwahati has not just brought in the big MNC retail clothes and food outlets, but also big players in the cinema hall industry, with the state government also chipping in. Cultural Affairs Minister Gautam Bora said, ''Cinema halls are reviving after their slump. We are providing them with all possible back-up.'' With competition from outside big players, local cinema hall owners are also polishing up their facilities to compete and attract audiences.

He said, ''We are encouraging cinema hall owners to provide better facilities and have special incentives and waivers for the halls that meet our list of facilities. From tax relief of up to five years to even allotment of government land for those who want to open mini halls in smaller towns, the government has many such incentives already in place and mooting several others.

Old cinema hall owners in the city are also planning to convert into shopping malls and multiplex as the response to the handful of shopping malls in the city had been tremendous. Source: Meher Khanna, Cinema theatre's become unsustainable in Chennai , www. Television point.com | Chennai, 20.3.09

One of the reasons that operating movie halls in Chennai has become an unattractive proposition is that people are avoiding the trouble and expense of traveling to the city centre. They'd rather watch films at a neighborhood cinema, hire movies or turn to direct-to-home television service providers, opines SVRM Ramanathan, president, Chennai Cinema and Film Exhibitors' Association.

The surviving theatres in Chennai are adapting to survive but turning themselves into multiplexes to maintain an average sustainable occupancy rate of 40per cent.

"Multiplexing a theatre actually reduces its seating capacity by putting in more screens and other recreational facilities in the place of seats," Ramanathan explained. Source: Theatres, www. Film Theatres Mumbai-Bombay Pages Bollywood cinema section.htm.

The boom in cinema theatres came in the '30s. The Regal, Plaza, Central, New Empire, Broadway, Eros and Metro, were built in this decade, and are architectural landmarks in their own right.

With the increasing popularity of videos throughout the 1980's there was a drop in cinema audiences. The concurrent rise in property prices meant that many owners sold off the land, often a prime location, to developers. In the eight years from 1983 to 1995, 46 out of the 146 cinema halls in Mumbai closed down. Since then a feedback cycle has been in progress- as property prices rise, the price of cinema tickets follow and audiences decrease, forcing entry prices even higher.

Source: Rohit Mullick, For cinema halls, tragedy strikes midway, www. fullstory.htm, 21.12.04. ITS time for owners of cinema halls to pull up their socks. There are early indications that the Administration will take a tough line against cinema halls whose premises are not properly maintained, whose infrastructure has not improved and who are not providing amenities to moviegoers. Problems in the picture: Torn seats Poor audio-visual quality Ticket checking system causes harassment No facility of tele-advance Booking Adequate fire-fighting system not available No Drinking Water Toilets not maintained

The complaints point to well-known facts Most cinema halls do not have proper seating arrangements; the seats are usually torn The ticket-checking system is poor. Viewers are unnecessarily bothered and by the time they reach the hall, the movie is already underway. The advance ticket booking system is not up to the mark.

 Viewers complain that in most city theatres, the audio-visual system is of poor quality and not worth their money. Canteens inside cinema halls dont display rate lists and charge exorbitantly. Toilets are not maintained; drinking water is not easily available. Most cinema halls dont have adequate fire-fighting systems and there is no provision for first aid. Source: Cinema halls in Gurgaon, www. Gurgaon Cinema Hall, PVR Gurgaon Cinema Hall, DT Cinema Gurgaon, Multiplex Hall in Gurgaon, DT Cinema in Gurgaon.htm Gurgaon real estate boom brought a new life not only to real estate agents but also paved a steady growth way for cinema halls in Gurgaon. Now Cinema halls in Gurgaon are enjoying lot of impetus.

Being one of the core elements of entertainment, now Gurgaon cinema halls made steady way in to every mall of the city. They offer a perfect natural ambience to the mass after the long hectic work schedule. This is the kind of satisfaction that made multiplex cinemas in Gurgaon an ideal choice to spend some quality time.

Source: Nano Projects, www. Nano Cinemaz.htm consumers attitude and preferences. This trend is characterized by o Multiplexes with smaller capacities and with the state of the art projection and audio equipment o The Cinemas having flexible movie programming and effective management. o The environment with a well maintained hygienic ambience o Multiple single point facilities from films to food to shopping experience, which thereby brings in multiple footfalls.

The sudden growth and popularity of multiplexes in Metros and A class cities, and gradual death of single screen stand-alone theatres, points to a shift in theCINEMAZ Indias First Chain of Franchised Cinemas:We have developed four viable Cinema models Rural Single Screen Cinema with a Snack and Beverage Counter Premium Single Screen Cinema with a Mini Food Court Premium Twin Screen Cinema with an Basic Food Court Premium 3 Screen Multiplex with an Elaborate Food court Salient features of these models High-class movie-watching ambience at considerably reasonable prices. Combination of Cinema, Entertainment, Education & Medicine. Building a brand through quality control and efficient management systems.

Source: Pramod Awasthi, Sleaze turns the reels of fortune, The Times of India, 24.4.04. If we run new Bollywood movies, we would not get the audience that prefers watching movies in Cineplex or multiplex. Moreover it is also not viable to convert our cinema into a Cineplex because our target audience will not prefer to dole out a higher amount for the extra facilities provided to them. Right now out of 30 city cinema halls, about a dozen are showing English and Hindi adult movies. Audience including youngsters and middle-aged people want to see adult movies especially English ones dubbed in Hindi and its market is picking up. Though the state government is coming up with several schemes to renovate theatres, for us it is not economically viable to invest huge amounts required to rebuild and improve the infrastructure. Source: Condition of Citys Cinema Hall, The Hindu Metro plus Madurai, 24.11.07 Bad management

Most cinema halls in the city are poorly managed. They lack in basic facilities but charge huge amount for the ticket. Condition of cinema halls needs to change. The Government should intervene. Exploitation At present, most cinema halls fail to justify the exorbitant entrance fee they collect. If facility improves, public will surely not mind paying. But now the gullible cinema crazy people are only exploited. Of late, a few theatres have changed for the better and this is a welcome trend for quality entertainment. Good facilities The condition of a majority of cinema halls in the city is below average. Hygiene is a major victim and toilets are in a pathetic state. Interiors are not properly cleaned and are in fact infested with bugs and mosquitoes. Even the seating arrangements are ill-planned. Cinema goers would not mind paying a little more if basic amenities are provided and are of superior standard. Sub-standard Many films are released to mark Deepavali festival. Teenagers spend most of their time not in their homes but before the cinema halls because meaning of cinema halls is enjoyment. See the importance theatres are getting. So cinema halls must be provided with good facilities. Most cinema halls do not have even the most needed facilities. They are only making the people to feel uncomfortable instead of making them happy. They are operating cinema halls only for money. So they should take care of condition of cinema halls. Dismal In most cinema halls condition of seats is not good and fans do not work. People spend huge amount on tickets but facilities provided for them are dismal. In most theatres, even parking space is not available.

Pathetic The condition of citys cinema halls is pathetic. On most occasions, air conditioners are not functioning. Rate of cinema tickets and snacks sold inside are very high. Proper maintenance of theatres is an absolute must. If theatres are unable to maintain a standard, their licenses should not be renewed. Even the public should cooperate in maintaining the theatres. Awful state Only a handful of cinema halls in the city is maintained well. People are allowed to smoke inside the hall. The Government should fix a standard rate for all cinema halls in cities. And the hall owners should aim at contentment of people. Maintain well In the last two decades, no new cinema theatre has been opened newly. Many of the theatre toilets are not cleaned properly, not well furnished and also there is no proper ventilation. Dirty walls are there in many cinema halls. Theatres should be kept clean and tidy by proper periodical cleaning. to be called places of entertainment. Source: The Cinema Capital, The Hindu Metro plus Thiruvananthapuram, 04.08.11 The cinemas in the city are an indispensable feature of the citys culturescape. There are 16 theatres across a radius of three km, which are happening centers of entertainment. The theatres were the obvious choice for weekend entertainment. Outing, those days, meant watching movies. Source: Anand Parthasarathy, A Milestone in Digital Cinema, The Hindu: National, 26.11.10 BANGALORE, NOV. 25. The launch of a service by the leading Indian satellite services provider Hughes Escorts Communications Ltd (HECL) to deliver films to theatres, electronically as a `file' via satellite, marks the latest milestone in the nation's roadmap for global leadership in digital cinema.

A quiet revolution At the theatre end, film-less and all-digital exhibition is a quiet revolution that has begun ironically in the B and C class mofussil theatres nearly 200 cinema halls countrywide, mostly in Maharashtra, Uttar Pradesh, Gujarat, West Bengal and Tamil Nadu have ditched the old filmbased projectors for digital systems sourced from two Indian agencies: the Real Image-Prasad Labs combine in Chennai and the Mukta Arts-Adlabs partnership in Mumbai. Once a critical number of 100 plus theatres converted to the satellite mode of film delivery, the actual cost to the producer would be about Rs. 2 lakhs a movie.

Source: We ask you answer, The Telegraph Calcutta Metro, 02.03.10 Question: Should multiplexes charge more than single-screen cinema halls? Multiplexes provide more facilities to viewers than single screen theatres. But it is not reasonable for multiplexes to charge higher. The ticket prices should be within the means of common people. It is the single-screen cinema halls in the city and suburbs that charge exorbitantly compared to the lack of comfort there. One does not mind paying high ticket prices at multiplexes since they provide greater comfort and facilities. But if the multiplexes hike the rates further, people will stop going there. The viewer-friendly showtimes at multiplexes, costly seats, and modern sound systems, smoothing air-conditioners, blemish-free screens and wonderful ambience have made film watching a pleasure at multiplexes. Multiplexes can hike the prices of food, drinks and merchandise to meet their high maintenance cost. The ticket prices should not be beyond the means of middle-class people.

Multiplexes are very different from single-screen cinema halls. The ambience and quality of service at multiplexes are a lot better than at cinema halls. Hence, it is quite natural for multiplexes to charge higher than single-screen theatres. Multiplexes offer better ambience compared to single-screen cinema halls, and hygienic food, among other services. Viewers at multiplexes belong to a different social class. To maintain their exclusivity, multiplexes need to charge higher than cinema halls. Multiplexes have changed the experience of movie-viewing They have sources of income that conventional cinema halls do not have. Also, by charging higher, multiplexes lose out on customer volume. As they pay higher taxes to the government, they should given some exemptions so that they can recover their set-up cost at the earliest. In most cinema halls, the seating arrangement, acoustics and ventilation system are not up to the mark. Also, the tickets are sold in the black market in collusion with hall authorities. The viewers have to suffer as a result. The situation is much better in multiplexes, which also offer more services People can choose from a variety of movies. There are play areas for children as well. So parents can enjoy a movie with popcorn and soft drinks and without the headache of an accompanying child. The charge is value for money for cinema-lovers. Multiplexes have novelty value, but once that wears off, viewers would prefer to watch movies in single-screen cinemas because of their lower prices. This will naturally have an adverse effect on the collection at multiplexes. So, in their own interest, they should bring down the rates. Service comes at a cost. Multiplexes offer a luxurious environment to those who pay for it. They incur higher maintenance and upgradation costs.

SOURCE: The active audience: spectatorship, social relations and the experience of cinema in India L Srinivas - Media, Culture & Society, 2002 - mcs.sagepub.com Mainstream audiences of popular Indian cinema adopt a participatory and interactive style of viewing. In cinema theaters viewers frequently cheer and whistle, shout out to characters onscreen, throw coins at the screen in appreciative display and sing along with the soundtrack. Audience members are known to criticize a film or protest about viewing conditions by ripping up upholstered seating with razor blades and knives. The overtly participatory and interactive style of Indian audiences makes possible an empirically grounded examination of cinematic reception, a phenomenon which has eluded study in Western societies. We know little today of the process of engagement with a mass cultural product, especially as it occurs in public settings. Based on observation in cinema theaters and interviews, this article examines the processes through which audiences shape the effects of popular cinema on themselves. Cinema is seen to be a collective achievement arising out of a series of negotiated interactions between those categorized as its producers and others who are viewed as consumers.

SOURCE: Effectiveness of brand placement: New insights about viewers , JM LehuJournal of Business Research, 2008 Elsevier Since Traditional media have been saturated ,the technique of the product placement has been attracting growing interest. plot integration and audiovisual remain the same whether the movie is shown on a theatre screen or In a cinema all the spectators are seeing the movie on a large screen, but this ... However, pre-tests informed us that a certain number of viewers use video widescreen projection ... In the cinema as in the theatre, the natural size of the human body should be the ... train crash on stage that makes even a very tacky simulation of it in the theatre impressive. ... The earliest viewers xperienced the movement in moving pictures as the result of a technical advancements.

SOURCE: Mental health in Tamil cinema, R Mangala- International Review of Psychiatry, 2009 - informahealthcare.com Tamil cinema is a vibrant part of the lives of many in south India. A chequered history and a phenomenal growth have made this medium highly influential not only in Tamil Nadu politics, but also in the social lives of the viewers. This paper provides an overview of the growth of Tamil cinema, and discusses in detail the way mental health has been handled by Tamil films. Cinema can be used very effectively to improve awareness about mental health issues.

SOURCE: Viewers and brand placement in movies: new insights about viewers contribute to better understand the effectiveness of the technique-JM Lehu, E Bressoud - 2007 halshs.archives-ouvertes.fr Several studies have shown the potential of product placement use. Since traditional media have become saturated, this communication technique benefits from growing interest. Consequently, product and/or brand placements have mushroomed, especially in Hollywood movies, but not always with the same effectiveness. Rather than focusing on the placement itself, this research proposes to explore new insights concerning viewers' reaction during the second step exposure. A sample of 3,532 DVD French viewers has been used to link the way the movie has been viewed, chosen and appreciated (or not) with a spontaneous brand placement recall, the day after the film has been watched at home. Results contribute to strengthen the professionals' interest in the technique, and complete the academic knowledge on the topic. A profusion of brand placements does not mechanically increase the number of brands recalled, and a first viewing of the movie at the cinema, just as watching it at home on a large home cinema screen, improves the brand placement recall. Such an improvement also occurs when a DVD movie is chosen either because of the movie director or when the viewer likes the movie he watched.

SOURCE: Reflections on Theatre by and for Youth in India. L Furman - Stage of the Art, 1998 - eric.ed.gov In two experiments, the authors test rival theses regarding the effects of smoking in feature films on youths and the ability of antismoking advertising to nullify those effects. Eight hundred ninth graders watched either original movie footage with smoking or control footage with the smoking edited out. Emotional reactions were recorded during viewing, and smoking-related thoughts, beliefs, and intent were assessed afterward. The findings support the Forbidden Fruit thesis, in that smoking (versus nonsmoking) scenes positively aroused the young viewers, enhanced their perceptions of smokers' social stature, and increased their intent to smoke. However, youths' opinions were malleable, and showing them an antismoking advertisement before the film effectively repositioned the smoking from forbidden to tainted, thereby nullifying the aforementioned effects. No support was obtained for the Excitation Transfer theory, which predicts that the positive arousal evoked by movie scenes would transfer to smokers who were depicted in those scenes. The authors discuss policy implications for film content and antismoking advertising.