

Ayodhya on screens: A B-school case study in marketing?
PVR Inox struck a tie-up with a news channel to screen the event in more than 160 theatres across over 70 cities. Scheduled from 11am to 1pm, tickets priced at a flat rate of ₹100, inclusive of a popcorn-beverage combo, saw brisk sell-outs in many cities as word spread.
The format, as PVR Inox’s co-chief executive officer Gautam Dutta reportedly said, “connects the devotees with this celebration in a truly unique manner." Part of its uniqueness is in its selling proposition, especially the refreshments bundled in. As these act as an added incentive for cinema-goers who are accustomed to higher prices, it’s more than momentary marketing.
It seems aimed at generating goodwill for a combo brand created by last year’s merger of PVR and Inox that made news for the market dominance it acquired. Its Ayodhya screenings could make a B-school case study.
. Read on livemint.com