MUMBAI: Indian cinema itself is considered to be one of the oldest cinema industries in the world. It is also one of the highest producers of movies in the world. It goes beyond Bollywood and has been entertaining viewers for many years now, across all walks of life.Forecasted to reach 3,000 screens by 2019, movie theatres hold a lot of traction, attracting movie lovers, in spite of growing online video streaming sites like Netflix and Amazon Prime.

Chrome Data Analytics’ recent research analyses the movie watching story experience in India’s multiplexes.The study is based on a sample of 3,18 respondents. The respondents were selected from six metro cities- namely, Delhi, Mumbai, Kolkata, Chennai, Pune and Bangalore. The research data was collected through face- to – face interviews, where structured questionnaires with provision for open-ended questions were deployed for data collection.

Following are some of the import highlights of the study:

· 43% of the respondents preferred to watch a movie in theatres as compared to 31% who prefer downloading movies online.

· 47% respondents consider the location of theatre important, as compared to 24% who consider price more important.

· 38% prefer going to the movies on weekends. However, 8% prefer Thursday due to low prices.

· Only 33% feel that having food and beverages at the theatre makes the overall experience better.

· 63% of the respondents prefer watching movies with their friends

· 43% of the respondents prefer PVR followed by carnival (25%) and cinepolis (13%).

· 73% of the respondents like watching trailer at the beginning of the movies in a theatre.