International Journal of Advanced Mass Communication and Journalism
2022, Vol. 3, Issue 2, Part A
Communication strategies adopted by multiplexes for revival post COVID-19
Author(s): Dr. Priyanka Bassi
Abstract: The year 2020 was one of the most difficult for the film business around the world, with the Indian film industry being no exception. As soon as the pandemic hit, 95% of theatres, or about 10,000, were forced to close to prevent the virus from spreading. The owners of these movie theatres and multiplexes thought that these restrictions would only be for a limited period of time. However, the lockdown grew throughout the year, leaving them financially unprepared to face the consequences of a near-total suspension of their operations. There was no reprieve for them even after the return to routine in October 2020, as no major Bollywood or Hollywood films were released in Financial Year 21, though many films from the South did spark some optimism for a revival. The return of COVID 2.0 resulted in yet another round of cinema closures resulting in a tougher time for multiplexes. For single -screen theatre owners, things were far worse. In order to gain the momentum back, multiplexes adopted various strategies and preventive measures to ensure safe environment for cinema lovers. This study is an attempt to find the communication strategies adopted by multiplexes of Amritsar to attract the audiences back to cinema halls for its revival. For the same, structured interview of the Multiplex staff members were conducted and the findings are analysed in this paper.
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How to cite this article:
Dr. Priyanka Bassi. Communication strategies adopted by multiplexes for revival post COVID-19. International Journal of Advanced Mass Communication and Journalism. 2022; 3(2): 01-05.