PLACE
It is located at Andheri, Mumbai. From the point of view of public transport it’s closest to Andheri station. From this station one has an option of hiring a rickshaw, taxi or local BEST buses.
However, all said and done, there is no denying that FAME is off the beaten track for most Mumbaikars. Since it is located in the suburbs of city it is not easily accessible and hence loses out here.
PROMOTION
Initially hyped, FAME attracted a lot of press attention and subsequently the public flocked to Andheri to witness the spectacle. However after the initial hype died down FAME did not take a more aggressive role in promotion but instead took a back seat.
FAME beat IMAX by offering its clientele innovative methods of buying tickets via the MOBILE PHONES (SMS) that completely excluded the requirement of the customer to visit the theatre before the actual movie experience.
The most effective way of promotion is the daily advertisements in the paper, which promote the movie, which is currently being screened in the theater, and informs the public.
PEOPLE
Courteous and well-dressed people characterize the Multiplex.
The employees are highly motivated and trained and display an aura of energy and vibrancy as they perform their duty with a smile on their lips and a spring in their step.
Whilst actually experiencing the movie, the sin-goers around us are just as important as the employees that escort us to the theater. Therefore FAME, which attracts the upper strata of the society, is a very favorable atmosphere and a pleasant environment to enjoy a movie with the entire family.
PHYSICAL EVIDENCE
Ambient factors
- Air conditioning
- Excellent ventilation
Design factors
- Uniform appearance
- Extensive parking lot
- Spacious interiors
Social factors
- Well dressed employees
- Courteous
- Genial
- Elite and up market crowd
- Family atmosphere
PROCESS
The process is a sequence of actions to deliver the service to the customer. In this case the following is the process followed by FAME
The customer arrives to FAME by car and first goes to the ‘pay n park’ to park the car.
The customer then moves on to the ticket window to purchase the ticket for the movie he is interested to watch.
Then the customer enters the building. Here the usher at the door checks for the tickets.
Then the customer will move on to the screening area and watch the movie.
In the interval the customer will mostly come out to eat or drink something from the cafeteria. The customer goes back to the screening area to continue the movie.
PRODUCTIVITY & QUALITY
Undoubtedly, the FAME caters to the crème de la crème of the crowd in the
Mumbaikars that patronize the theater. Therefore, these people are treated to the best of quality and productivity by the employees. The customer is the King here.
The service for the multiplex goes as far as actually delivering the tickets to the client’s home so as to limit the customer’s trouble in actually booking the tickets in advance. The theater, keeping in mind , its limited accessibility is very considerate towards the people that determine its success.