Multiplexes NPS®- INOX, PVR, Cinemax -Which scores the highest in customer satisfaction?

NUMR’s latest NPS® survey about Indian Multiplexes uncovered some interesting insights. Additionally, the survey also uncovered market shares of various multiplexes like INOX, PVR, Cinemax, and more. Furthermore, it also revealed the habits and preferences of an urban Indian movie goer.

See the full report below-

PART 1- NPS® OF MUTILPLEXES- INOX, PVR, CINEMAX etc.

In short,

• INOX scored an aggregate NPS of 62.45.
• And, PVR’s Net Promoter Score was 61.64
• Also, Carnival (and Big) Cinemas had an NPS measuring 67.39
• While, Cinépolis’s NPS came out to be 64.8
• And, CineMax scored an NPS equalling 60.85.

PART 2- MULTIPLEXES MARKET SHARE

QUESTION
Which theatre(s) do you generally go to? Select multiple, if applicable.

To summarise,

• INOX emerged as the leading multiplex with 50% of respondents choosing it as the multiplex they usually go to.
• However, PVR followed extremely closely with 46%.
• Also, according to the result of the survey, 42% of respondents reported that they usually go to CineMax
• While, another 27% claimed the same for Carnival (and Big) Cinemas.
• Additionally, another 25% said that their usual movie theatre is the Mexican cinema chain, Cinépolis.

What better way to escape than going to the movies. The Indian multiplex brands are doing a good job in keeping them coming back from more with over 60% NPS score. However, the space is quite crowded with no one brand standing head and shoulder above the rest.

-Amitayu Basu, CEO, Numr Research

PART 3- MOVIE PREFERENCE AND HABITS
QUESTION
What is your preferred mode of ticket purchase?

QUESTION
How often do you go to a movie theatre?

QUESTION
Which movie genre do you prefer? Select top 3.

As made apparent by this survey, India is a nation obsessed with stories. Moreover,

• Comedy emerged as the top genre, with 48% Indians placing in their top 3.
• In addition to Comedy, Action and Adventure (44%),
• And Romance (41%) were also placed in the top 3.
• Furthermore, Crime and Thriller came in the fourth place with 37%

From a customer experience and audience analytics perspective, these genre preferences highlight how predictive intelligence can be used to anticipate content consumption behavior at scale. By analyzing viewing patterns, engagement signals, and historical preferences, media and entertainment brands can apply predictive customer experience intelligence to personalize recommendations, optimize content discovery, and improve viewer satisfaction. Leveraging predictive analytics allows platforms to forecast shifts in genre popularity, reduce content churn, and design storytelling experiences that resonate more deeply with Indian audiences—turning passive viewers into highly engaged loyal users.

ALSO READ- Who wins the OTT race? Netflix, Hotstar, Prime, Sony LIV, Voot etc

Listen to Amitayu Basu, CEO, Numr Research talk about the importance of NPS for Multiplexes-

METHODOLOGY

Online Panel

SEC A1

The survey was conducted among the inhabitants of Delhi NCR, Mumbai, Bangalore, Chennai, Kolkata, and Ahmedabad.  At the time of the survey, all the respondents were between 25 to 60 years of age. Also, the survey respondents were affluent vehicle owners. Additionally, they were also avid moviegoers and extremely aware of the changing technological trends.

*NPS or Net Promoter Score is a metric for calculating customer satisfaction and loyalty. Moreover, it is a proven indicator of Growth. It is based off a single question, that is, “On a scale of 0-10, how likely are you to recommend (a company or a service) to you friends, family or colleagues?” Customers who give a score of 6 or less are called Detractors. Those who give 7 or 8 are Passives where as those who give 9 or 10 are Promoters. Then, the NPS is calculated by subtracting the percentage of Detractors from the Promoters.

*Net promoter Score® and NPS® are registered trademarks of Bain & Company, Satmetrix and Fred Reichheld