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A movie theater, cinema
or Multiplex is a venue, usually a building, for viewing motion pictures
(“movies” or “films”). Most 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.

A multiplex is a
multi-screen entertainment complex showing different films under one roof with
other type of supporting business in vicinity like Restaurant ,Shopping arcade
and other entertainment avenues such as Game parlor, DJ party hall, Bowling,
Cafeteria, Ice skating etc. Emergence of multiplex has made movie going out an
event. People can go at just about any time and find something to watch. It
also enables exhibitor to show a variety of movies appealing to several
segments of moviegoers while serving patrons from common support facilities
such as Box Office, Concession areas, rest rooms, and lobby. The multiplex
model is based on the concept of Umbrella Entertainment built around primary
anchor movie.

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Cinema are considered
to be an integral part of cities and they contribute to the definition of a
local geography and identity. They also contribute to the preservation of the
collective memory, since they constitute a significant social and cultural
practice linked to a specific place, which acts as a common reference or
landmark for many individuals. The impact of multiplexes and megaplexes on the
urban fabric, as well as an urban planning policies in certain countries, is
considerable. Most of the multiplexes are located near
the center or in the suburbs of major urban life and respond to urban decay and
therefore they must be regenerates. This implies containing the growth
of commercial development of a city, the quality of life of its residents (and
tourists), and, perhaps< the planning legislation in some countries. India currently has 11500 existing screens, 95% are standalone, single screens. These single screen cinemas are poorly maintained as the owners find it difficult to upgrade and renovate their facilities, due to unavailability of organized finance. The deteriorating quality of these cinemas dissuaded viewers and they started using alternative viewing options. Over the last few years, multiplexes have emerged as a trend in urban India. "Multiplexes" are essentially cinemas with 3 or more screens. They provide quality viewing experience and are generally located around shopping malls to increase footfalls in these malls. Each screen in a multiplex has small seating capacities in the range of 150-300 seats as compared to single screen cinemas which have capacities in the range of 800-1200 seats. The journey of multiplex which was started in 1997 with inauguration of first multiplex Priya Village Roadshow (PVR) Sanket in New Delhi is currently at crossroads roughly a dozen players have entered in the business in small or big way. New players are trying to enter this sector and the existing players are busy expanding their horizons. The multiplex has gone beyond the metros to redefine entertainment in Tier 1 and 2 cities. The entertainment industry growth is 19% in India. And total market worth is about 51300 crore in India in year 2008. The multiplexes are often characterized by a good ambience, comfortable seating, air-conditioning, and modern infrastructure. On the other hand the primary sources of multiplex income are: Patron's spending Viz. Ticket sale, F, and parking, Advertisement Income, Management fee and Revenue sharing. On the other hand the prominent components of expenses are: cost incurred for the working of a multiplex are: Distributor Share, F Cost, Leases rentals, Other Operating costs, and Entertainment Tax. The multiplex owners are working on different business models to increase their reach and profitability.   NEED FOR THE STUDY The Proposed research study would report on selected customers' expectations and experiences with regards to their feedback about their particular choice of multiplex located in Hyderabad city in the state of Telangana, In this study an attempt would be made to measure and evaluate customer's satisfactions or dissatisfactions from conveniently drawn sampling units, who have enjoyed watching a movie from a particular multiplex. This will help us to know the outlook of customers towards different multiplexex and the quality of services provided by them.  

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