Film exhibition firm PVR witnessed a good second quarter with consolidated revenues growing 37% driven primarily by box office performance and food and beverage (F&B) revenue growth. Strong movie content is driving occupancy levels across multiplexes thereby leading to double digit growth in same store sales, said a top company official.
According to Nitin Sood, chief financial officer, PVR Ltd, there is upward trending in the consumption pattern evident from over 40% occupancy levels across its multiplexes over the last few quarters. "Content certainly has been of great help and as content improves, it definitely reflects in overall better occupancy across cinemas," he said.
Footfalls for the second quarter fiscal 2013 (Q2FY'13) increased 28-29%. Occupancy levels also increased disproportionately over the last couple of quarters thus leading to scaling up of return on capital scaling. This growth, industry experts said, is largely driven by occupancy than pricing.
Commenting on the observation, Sood said the company took a conscious call last year to cut down on pricing and re-look at the customer base. "We sustained this for 12 months. And starting last quarter, we have increased pricing so this quarter reflects a double digit growth of 10-11% in pricing as well. We need to try and sustain the pricing growth over the balance part of the year," he said.
Industry experts are of the opinion that the trending in consumption has been happening for slightly longer than a year now. The change in consumption patterns are mainly because of maturing markets and opening of new multiplexes. While there certainly is some kind of a shift, there really is no scientific answer to it.
"New cinemas driven by good content are attracting more and more consumers to the multiplexes. As the economy moves up and new malls open people will go out, try to consume and see these products. Cinema is an activity one can probably do every week unlike shopping and some of the other activities," said an analyst with a domestic brokerage.
"In fact, if you look at our numbers for the last six quarters and plot it consecutively, you will see double digit same store growth," said Sood adding that the company is seeing an increase even in some of their cinemas that have been operational for seven to eight years now.
As the film exhibition business is largely driven by content, there are concerns in the market that occupancy levels of over 40% across screens may not be sustainable. Industry experts said this business also has cycles like other businesses and that while things may look good in the short-term, same cannot be said in the long term.
"Will the occupancy levels be 40% forever, it will be very difficult to say as the nature of the business is such that it will have content cycles with hit years where business may not be so great and vice-versa. There would be properties that may not open to expectation on day one and take time mature," said an analyst with a leading domestic firm.
Echoing the sentiments, Sood said, "While the outlook for the next 12-18 months looks very encouraging with a good content pipeline even for the next year. To say this is how the industry will always remain will be slightly incorrect. In terms of the period ahead for the balance part of the year, I think we have a very decent third quarter with a lineup of some big films releasing during Diwali followed by end of December. Overall the content pipeline is looking very exciting for the next three to four months and we hope to maintain and sustain these occupancies and footfalls."
On the expansion front, PVR management had indicated Rs 150 crore - excluding deposits that's an additional 5-10% - has been earmarked as capital expenditure for opening about 82 screens in the beginning of the year. During the first six months the company has opened about 31 screens. On Friday (November 2, 2012) it opened an eight screen multiplex at Market City, Kurla in addition to their first IMAX in Koramangala, Bangalore. "With 40-odd screens added, roughly about 50% of the portfolio is open in terms of what was indicated earlier and are sticking to our guidance," said Sood.
As for its food and beverage (F&B) operations is concerned, the company currently operates two food courts in Delhi and there are no immediate plans to expand that format as it's been operated mainly through sub-leasing than building their own brands.
According to Sood, the management is looking at the F&B piece and believe it needs to be repositioned the way food and beverage is currently sold in the cinema. "Consumers are getting stressed for time and clearly the variety of F&B being offered in the cinema has to change. In the earlier days, one of the key concerns was the huge pricing difference between what was available in the cinema and outside. This gap has been narrowed to some extent," said Sood.
Industry experts also feel if the consumers are given quality F&B items for consumption in the cinema they will be more than willing to increase their food intake inside the cinema as compared to having a separate meal experience outside. "These are the two factors we are working on and if you look at our F&B spend-per-head growth has been in double digits. We believe, this is one area that needs repositioning and work more on given the kind of opportunity that exists in this space," said Sood.
On the sub-segmentation of the screens with Director's Cut, Gold Class, Premiere and mainstream, Sood said that an exclusive luxury cinema is positioned as Director's Cut and if the facility is part of a larger cinema then it is positioned as Gold Class. "Pricing is very catchment specific. For instance in Delhi, if the property is in South Delhi area the pricing differential could be three times and can go as high as Rs 1,000 on a weekend. But if the multiplex is in some other catchment, it would be a function of what the relative pricing for a normal ticket in that market is," he said.
PVR took 15 years since inception to open 160-odd screens in the country. In terms of roll-out, the company is adding 150-odd screens between FY'13 and '14 with the hope that as these screens come on board they do well and change the company's overall growth trajectory in the coming years.
According to Nitin Sood, chief financial officer, PVR Ltd, there is upward trending in the consumption pattern evident from over 40% occupancy levels across its multiplexes over the last few quarters. "Content certainly has been of great help and as content improves, it definitely reflects in overall better occupancy across cinemas," he said.
Footfalls for the second quarter fiscal 2013 (Q2FY'13) increased 28-29%. Occupancy levels also increased disproportionately over the last couple of quarters thus leading to scaling up of return on capital scaling. This growth, industry experts said, is largely driven by occupancy than pricing.
Commenting on the observation, Sood said the company took a conscious call last year to cut down on pricing and re-look at the customer base. "We sustained this for 12 months. And starting last quarter, we have increased pricing so this quarter reflects a double digit growth of 10-11% in pricing as well. We need to try and sustain the pricing growth over the balance part of the year," he said.
Industry experts are of the opinion that the trending in consumption has been happening for slightly longer than a year now. The change in consumption patterns are mainly because of maturing markets and opening of new multiplexes. While there certainly is some kind of a shift, there really is no scientific answer to it.
"New cinemas driven by good content are attracting more and more consumers to the multiplexes. As the economy moves up and new malls open people will go out, try to consume and see these products. Cinema is an activity one can probably do every week unlike shopping and some of the other activities," said an analyst with a domestic brokerage.
"In fact, if you look at our numbers for the last six quarters and plot it consecutively, you will see double digit same store growth," said Sood adding that the company is seeing an increase even in some of their cinemas that have been operational for seven to eight years now.
As the film exhibition business is largely driven by content, there are concerns in the market that occupancy levels of over 40% across screens may not be sustainable. Industry experts said this business also has cycles like other businesses and that while things may look good in the short-term, same cannot be said in the long term.
"Will the occupancy levels be 40% forever, it will be very difficult to say as the nature of the business is such that it will have content cycles with hit years where business may not be so great and vice-versa. There would be properties that may not open to expectation on day one and take time mature," said an analyst with a leading domestic firm.
Echoing the sentiments, Sood said, "While the outlook for the next 12-18 months looks very encouraging with a good content pipeline even for the next year. To say this is how the industry will always remain will be slightly incorrect. In terms of the period ahead for the balance part of the year, I think we have a very decent third quarter with a lineup of some big films releasing during Diwali followed by end of December. Overall the content pipeline is looking very exciting for the next three to four months and we hope to maintain and sustain these occupancies and footfalls."
On the expansion front, PVR management had indicated Rs 150 crore - excluding deposits that's an additional 5-10% - has been earmarked as capital expenditure for opening about 82 screens in the beginning of the year. During the first six months the company has opened about 31 screens. On Friday (November 2, 2012) it opened an eight screen multiplex at Market City, Kurla in addition to their first IMAX in Koramangala, Bangalore. "With 40-odd screens added, roughly about 50% of the portfolio is open in terms of what was indicated earlier and are sticking to our guidance," said Sood.
As for its food and beverage (F&B) operations is concerned, the company currently operates two food courts in Delhi and there are no immediate plans to expand that format as it's been operated mainly through sub-leasing than building their own brands.
According to Sood, the management is looking at the F&B piece and believe it needs to be repositioned the way food and beverage is currently sold in the cinema. "Consumers are getting stressed for time and clearly the variety of F&B being offered in the cinema has to change. In the earlier days, one of the key concerns was the huge pricing difference between what was available in the cinema and outside. This gap has been narrowed to some extent," said Sood.
Industry experts also feel if the consumers are given quality F&B items for consumption in the cinema they will be more than willing to increase their food intake inside the cinema as compared to having a separate meal experience outside. "These are the two factors we are working on and if you look at our F&B spend-per-head growth has been in double digits. We believe, this is one area that needs repositioning and work more on given the kind of opportunity that exists in this space," said Sood.
On the sub-segmentation of the screens with Director's Cut, Gold Class, Premiere and mainstream, Sood said that an exclusive luxury cinema is positioned as Director's Cut and if the facility is part of a larger cinema then it is positioned as Gold Class. "Pricing is very catchment specific. For instance in Delhi, if the property is in South Delhi area the pricing differential could be three times and can go as high as Rs 1,000 on a weekend. But if the multiplex is in some other catchment, it would be a function of what the relative pricing for a normal ticket in that market is," he said.
PVR took 15 years since inception to open 160-odd screens in the country. In terms of roll-out, the company is adding 150-odd screens between FY'13 and '14 with the hope that as these screens come on board they do well and change the company's overall growth trajectory in the coming years.
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