Vision Statement

To become best and largest drive-in cinema of Pakistan. We play new produced and

contemporary plays and movies, to connect and stimulate people in the many

communities, primarily in Karachi. We recognize this is both an arrogant and humbling

intention. We find balance in the positive value of human connection - the interaction of

mind, imagination, and spirit. We believe the art of cinema invites a partnership between

the performance and the audience. We believe the event of cinema exists only in sharing

imagery through that communion, during the time of that performance. As such, we

believe that cinema is both a community event and a way to build community.

Mission Statement

“To inspire, inform and entertain through the universal language of cinema arts and to

serve as a cultural and educational resource for all. To make people feel watching movies

as an Indulging experience by providing them state-of-the-art technology and a

comfortable and secured environment, that is, they feel that they are living them rather

than just watching it.”

Values

Pakistan is an Islamic country and its citizens are religious and cultural, so we have to

take into account all the ethical, cultural, religious and moral values.

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Introduction

Brooks Drive In Cinema is a Drive-In Theatre, which can be classified as an

opportunity seeker for investors, service provider for the customers as well as at the same

time a profit generator type of business.

The drive-in theatre is a form of cinema structure consisting of a large screen, a

projection booth, a concession stand and a large parking area for automobiles.

The First Drive-In Theater was invented by Richard M. Hollingshead in 1932 at the

backyard of his house. The response that came was excellent and within 4-5 years dozens

of drive-in theatres were opened in other parts of the World. (See Appendix I for the

history chart of Drive-in cinema.)

In the past, there were 3 Drive-In Theatres in Karachi, all of them located at Rashid

Minhas Road near Gulistan-e-Johar. But they were all closed down in early 90s due to

various reasons:

Our society by enlarge never accepted Cinema as in art form.

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For various cultural, social reasons, everyone in our country loved the artists but

never accepted them as part of our society.

In the past, there were no other form of visuals like Television, Video Cassette

Recorder, Stereo Systems, DVD and VCD players etc.

Use of banned pirated movies of Bollywood was easily available for viewers.

After 1990, various senior directors and producers who had good script and strong

storyline either died or retired and they did not trained their juniors.

Good quality movies like Bandish, Armaan, Aaina, Insaaniyat, Anari, Andaleeb,

etc were no where to be seen.

Plagiarized movies were the new trend in Lollywood.

Loose storyline, pathetic acting, lack of technology, and vulgarity in Pakistani

movies brought the downfall of Lollywood and hence cinema goers.

Drive-In Theatre in Karachi was never a failure, in fact the climate of Karachi was ideal

for Drive-In Cinema, it was just that new movies were not being produced and

meanwhile the value of these properties had been increasing. Therefore, Cinema owners

started selling out their Cinemas and today we see Millennium Mall, and other projects at

the site where Drive-In Theatres once existed.

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Company Summary

The Brooks drive-in cinema, a movie house with two screens and a capacity of 400, is

located in defence phase 8 near Cineplex, Karachi. Brooks’s drive-in cinema, population

12,000, has been without a local movie theatre/cinema since 1992 when the old drive-in

cinema, closed down due to some reasons and the lack of an interested successor.

Company Ownership

The Brooks drive-in cinema will begin operations as a sole proprietorship, owned and

operated by its two founders: Kanwal and Erum.

Start-up Summary

Erum and Kanwal will be the main investors and operators of the Brooks drive-in

cinema. Erum has been managing a Cineplex theatre for the past seven years, gaining

valuable experience while she looked for an opportunity to run her own theatre. Kanwal

has been working part-time as a contractor in the local community.

The ground where the theatre will be housed has been vacant, except for the occasional

rental to a community group, since the closing of the former business.

Services

The cinema's management will be aided in movie selection by being able to see how

movies have fared in their initial run, especially those that have shown success in the

theatre's two target markets: families and young adults. With cinema in which to show

movies, both markets can be targeted at the same time with minimal cannibalization.

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A variety of quality, reasonably priced snack items and beverages will keep customers

satisfied during their movie experience. The founders understand that the entire

experience can be jeopardized by poor customer service and will seek to hire only the

most customer service oriented personnel.

Market Analysis Summary

The Brooks drive-in cinema is located in DHA Phase 8, Karachi. The local business

community has shown great support for a cinema since it would keep residents, and their

spending, in the community instead of one of the surrounding communities. A typical

family can expect to save approximately Rs.48 for a night out at the movies by coming to

a local cinema. This savings, along with quality movie selection, should keep people

coming back regularly.

Market Segmentation

Families - this segment focuses on adults and parents with younger children who

don't need to see the latest movies on release and seek an inexpensive, quality,

family-oriented entertainment experience.

Young adults - this segment is comprised of the 16-24 year old age group. This

group is interested in seeing comedy and action/adventure type movies that are

not directed at the younger and family markets.

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Service Business Analysis

The Karachi has been in need of a local drive-in movie house since the closure of its only

drive-in cinema eleven years ago. With the closest movie complex located 5 miles away,

movie goers options are limited - either a round trip drive of over 90 miles or in home

rentals. For people who enjoy the big screen, neither offers a satisfying experience. The

Brooks drive-in cinema can satisfy those needs with quality movies in a comfortable, old-

style movie cinema.

Competition and Buying Patterns

Competition for movie theatres comes in a number of different forms. In general you can

describe the indirect competition as any entertainment alternative in the local area.

Competition comes from the local skate park, pool hall and various restaurants.

Restaurants also present a potential complimentary offering that we might exploit later

through strategic alliances. As mention before, the direct competitor is the movie theater

located 45 miles from Brooks drive-in cinema.

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Target Market Segment Strategy

These two market segments, families and young adults, are targeted specifically because

they comprise the two largest segments of Karachi’s population. The Brooks drive-in

cinema is determined to be a community-oriented business and seeks to serve as much of

the population as possible. With a small college in town, there is an ample student

market, consumers who often have limited transportation options.

Strategy and Implementation Summary

The strategy is simple: provide fair-priced, quality entertainment away from crowded

places where security issues can be resolved easily for the population of Karachi.

Competitive Edge

Brooks drive-in cinema has a distinct competitive edge in that it is the only drive-in

cinema in Karachi. Competition will come mainly from several Cineplex theatres located

in Phase 8.

To ensure that Karachi residents are pleased with the products offered, the theatre will

rely on the expertise of Erum, who has seven years of successful theatre management

experience. Since she began managing the theatre in Karachi ticket sales have grown at a

consistent 4% annually. This is in part due to her skills in movie selection and her

emphasis on customer service. Once the theatre is up and running, her time will be

devoted to movie selection, staff hiring and supervision, theatre marketing, and ordering

for the snack bar.

Erum has also developed strong relationships with several movie booking agents serving

the area and has already negotiated an agreement. The agreement has the booking agents

collecting 60% of the first year's admission revenues. Each year after that the percentage

will be reduced by 1.5% through year 5 when it stabilizes at 54%.

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Kanwal has strong construction skills and is considered a craftsman by his peers. Initially

her talents will be used to restore the theatre from its current state of slight disrepair into

the theater’s main attraction for evening entertainment. Once the restoration is complete,

Kanwal will transition into a part-time role, maintaining the facility and equipment,

working the counter and ticket booth, and eventually, ordering concession items.

Marketing Strategy

Karachi is a big city that requires a lot of marketing campaigning. We anticipate that a

buzz will be created once the campaigning begins. Excitement will build as the grand

opening approaches. To encourage that excitement, we will have a countdown to opening

on the building's marquee. Concurrently, advertisements in both the local newspaper and

the college's daily will promote the opening with coupons for free items from the snack

bar. Since a large share of profits will come from concessions, we want to let people

know about our tasty snacks. Finally, we will use our website to keep our customers,

especially the more web salve college students, updated on the movie selection, which

will change every two weeks.

Sales Strategy

The Brooks drive-in cinema will appeal to two segments of the market:

Adults and parents with children who seek local, fair-priced evening

entertainment aimed at the whole family.

Young adults who are interested in seeing recent releases but are constrained by

an inability or unwillingness to travel.

The main sales strategy is to provide recent successful movie releases that appeal to both

audiences. With the premises for drive-in cinema, we will be able to target both segments

simultaneously.

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Sales Forecast

Sales will increase among both target segments as word spreads around town and to the

surrounding communities. The increase in concession sales reflects the increased

attendance. Concession sales are based on an average of Rs.250 spent per ticket purchase.

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Sales Forecast

Year 1 Year 2 Year 3

Sales

Family movies Rs.86,661 Rs.129,992 Rs.194,988

Young adult movies Rs.30,331 Rs.45,497 Rs.68,246

Concessions Rs.70,196 Rs.105,293 Rs.157,940

Total Sales Rs.187,188 Rs.280,782 Rs.421,173

Direct Cost of Sales Year 1 Year 2 Year 3

Movies Rs.70,196 Rs.105,293 Rs.157,940

Concessions Rs.21,059 Rs.31,588 Rs.47,382

Subtotal Direct Cost of

SalesRs.91,254 Rs.136,881 Rs.205,322

Web Plan Summary

The website will be very simple. Its main purpose is to communicate to our customers

what movies are showing at what times with links to each movie's website and reviews.

The design will feature an image of the theatre along with a list of current movies and

those that are coming soon and will be small enough to quickly load on most home

computers. Since the movies will change every other week, maintenance should be fairly

straight-forward. Arrangements have been made with both the local and college

newspapers for links to our web site from theirs.

Website Marketing Strategy

The website address will be printed on tickets and it will be prominently placed on

advertisements that we will run in the local paper.

Development Requirements

Development requirements are minimal, since the site will only be a few pages. The site

will be built by a local website development firm. Once it has been created, the founders

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will be responsible for updating it with the latest movie listing each week. It is expected

that this will take no longer than 1 -2 hours each week.

Management Summary

Erum's experience in theatre operations and management will be invaluable, she will

manage the key tasks that represent the theatre once it's up and running: film selection,

marketing, and personnel. She will also initially take care of the selection and ordering of

all the theatre's supplies, including the concessions. Kanwal will eventually take over this

role, once Erum has established the relationships and things have settled down somewhat.

Kanwal's main responsibility will be to manage and execute the theatre's restoration.

Once that task is complete and the theatre is open for business, Kanwal will manage the

maintenance of the building and work part-time in customer service (selling

concessions) and ordering.

Financial Plan

The following sections outline the financial analysis for Brook’s drive-in cinema.

Important Assumptions

The following shows the important General Assumptions for Brook’s drive-in cinema.

General Assumptions

Year 1 Year 2 Year 3

Plan Month 1 2 3

Current Interest Rate 10.00% 10.00% 10.00%

Long-term Interest Rate 10.00% 10.00% 10.00%

Tax Rate 30.00% 30.00% 30.00%

Other 0 0 0

Break-even Analysis

The following Break-even Analysis shows the monthly break-even point.

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Break-even Analysis

Monthly Revenue Break-even Rs.23,7580

Assumptions:

Average Percent Variable Cost 49%

Estimated Monthly Fixed Cost Rs.12,1760

External Analysis

PEST/EL ANALYSIS:

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Political

Can have political pressure to promote their parties by running their adds in

interval.

Have got political instability and have culture of suicide bombing which may lead

to security risks or threats.

Economical:

Investors may not provide loan because investors don’t intend to invest in such

ventures.

Have to see that property is owned or rented because if rented bank will not give

loan due to liability.

Social:

Unacceptability from people because of social structure.

Will not allow tinted cars due to family environment.

Have to see which movie is for which age group and according to that have to

make arrangements.

Can be affected by day to day changing situations.

Technological:

Such a system and technology will cost a lot.

Will to have find engineers and software engineers to for support.

Ecological:

In summers we cannot show movies from 12-3 due to hot weather.

Have to follow weather forecast before setting the shows because in rain cannot

manage the shows.

Legal:

The issuance of license and other legal formalities can create issues.

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Positioning:

When we talk about Creek-Inn, we are talk about an experience which is larger than life.

We want our customers to live the movies rather than watch them as they already have

been in other cinemas. Creek-Inn is the place which would provide a different experience

and give value to its customers for each paisa paid.

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Internal Analysis

SWOT Analysis:

Strengths:

Privacy.

State of the art technology

Quality of service

Quality of infrastructure

Equipments.

No distractions.

Quality food.

Lack of entertaining options in our city.

No direct competition.

Pleasant and calm environment away from the city centre.

Nice, cool sea breeze helps in forgetting all the tensions of a busy life.

Weaknesses:

Already created image of drive in cinema in the minds of people.

People not ready to try something new

Cinemas are termed as not very decent places to hangout.

Opportunities:

People of this city are more outdoor-oriented.

Lack of entertaining outlets for people of Karachi.

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Threats:

Religious issues , as Hollywood and Bollywood movies would be

premiered

Already existing cinemas or upcoming cinemas.

Security issues

MARKET OPPORTUNITY ANALYSIS:

Drive-In cinema in Karachi

Family and Adults

First drive-in cinema is present in Pakistan

Assess the Company’s Resources to Deliver the Offering

Assess Market Readiness of Technology

Specify Opportunity in Concrete Terms

Assess Opportunity Attractiveness

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PORTER 5 FORCES MODEL:

1. Suppliers:

There are other cinemas currently operating in Karachi among which Cineplex has

been leading due to better quality. Other than that, cinemas like Capri and Prince have

been operating as well. Of all the current suppliers in Karachi, none have been

operating a drive-inn cinema.

2. Buyers:

4 NEW ENTRANTS

2 BUYERS

1 SUPPLIERS

3 SUBSTITUTES

5 INDUSRTY COMPETITORS

INTENSITY OF RIVALRY

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Film lovers are in abundance in Karachi, so who wouldn’t want an environment that

Creek drive-inn would provide them to watch their favorite movies. Customers in

Karachi do not have competing offers from other cinemas as there is no other drive-inn

cinema in operation in Karachi.

3. Substitutes:

There are no substitutes to the drive-inn cinema in Karachi.

4. New Entrants:

Threat of new entrants would always be there for Creek drive-inn. As it is a re-launch

of an old idea at the right time, other business entities would seek to seize an

opportunity to get their share of the market. It is an era of innovation, survival of the

fittest, drive-inn cinemas in Karachi is the “next big thing”.

5. Industry Competitors:

Cineplex is the leading cinema in Karachi with other cinemas also competing. For

other cinemas, the challenge is to survive rather than compete with Cineplex.

However, with Indian movies on the big screens, there is a hope for the industry to

survive.

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Marketing Objective

The main marketing objective is make the people of Karachi realize that a secured,

healthy environment and an economical entertainment facility have been launched in the

city. Therefore, we will have to promote our product accordingly, which will be done

through extensive amount of Advertising, Sales Promotion and Publicity.

We are planning to use TV ads, billboards, radio advertising, brochures, e-brochures,

print media (through newspapers and movie magazines) and if possible blobs as well. We

will have to allocate our budget accordingly because Television marketing is very

expensive and we have limited finances available. The expenses in our first year will be

relatively high but we hope to achieve our target in coming years through good customer

service and finances from other sources.

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Marketing Mix

Product:

Brooks Drive-In Cinema’s mission is to excel in providing the best cinematic experience

together with pleasant sea side weather at a secured and prime environment. We want to

make our customer feel as if he is not living in this World; in fact he lives in a fantasy

where he can do whatever he likes to do( like it happens in movies, where the hero could

do anything).

On the other hand, he can also enjoy good quality food in our healthy food court, where

he will find all the major brands like KFC, McDonald’s, Pizza Hut, Coca Cola etc. To

ensure that any kind of misbehavior does not happen, we only allow families and couples.

We also provide privacy for our customers as there is at least 10 feet gap between each

parking slot. We even have 2 push carts, which will provide food, popcorn and soft drink

to customers who do not wish about coming out of the car. We have a local radio

frequency installed so that anyone who does not like open air and wants to enjoy with his

air-conditioner can tune the sound through his car stereo player.

We are aiming at providing the best sound and video quality that anyone could have ever

imagined. For this reason, we are using state-of-the-art equipment, which is brand new

and latest in technology.

We have a capacity to accommodate around 250-300 cars during one show, and the food

court has a seating capacity of around 100 people.

Price:

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The price of the ticket will be determined on the basis of the amount of all the

expenditures incurred by the company and its initial investment like infrastructure,

equipment and land cost. Our main aim in the first financial year will be to cover up at

least our sunk cost and installment of land that has been taken on lease from the

government. Any further profit will be readily welcomed.

We also want to determine a price which is affordable and economical for people. This is

because our competitor (Cineplex) charges relatively high as compared to the services it

provides. Therefore, we will be determining price that will be either equal to our

competitor’s price or will be lower than that. For the first 6 months, we will also carry out

a sales promotion campaign.

We will also earn revenue through the stalls that will be taken by the brands in our food

court. We will earn that revenue in the form of rent.

Besides all that, we have ample space for promotions of other brands in the form of

Billboards, tiles, walls and ample area of food court. We expect to earn a relatively high

amount of revenue through them.

Ticket Price: Rs. 250/= each

Promotions:

Promoting the product is the most important objective of our marketing plan. As stated

before, we will be targeting the A1, A2 and B class audiences mostly. Therefore, we will

have to use advertising, sales promotion and publicity.

TV Ads: TV ads will be televised on GEO TV for a month. Before the opening, a teaser

will be shown for 15 days, and then the promotional ad will be aired for further 15 days.

21

We selected GEO TV because it is the most watched channel of Karachi and urban

population prefer it over PTV, whom we expect as our prospective customers. The

response from customers will devise the upcoming decision of airing ad on TV.

Billboards: At least 2 billboards will be booked of about sizes 60 x 90 feet through

Waqas Advertising at Karsaz and 2 at Shahra-e-Faisal in front of FTC Building and the

other in front of Regent Plaza of about 40 x 80 feet through A and A Advertising.

Radio:

Hum FM 106.2: Mostly famous for Indian songs, in order to attract Bollywood Lovers.

Time Checks

Time Allowed 10.00 am to 4.00 am Charged (Time check )

Rate Rs.35,000/-per minute

4.00 am to 10.00 am Free

Minimum Commitment Quarterly

Advertisement Max 15 secs

Frequency Hourly

Radio 1 FM 91: This channel is famous for English songs so we will be targeting

Hollywood Movie lovers.

Intervals

6 Months

Advertisement Max 1 minute

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Time 8.00 pm to 2.00 pm

Rate Rs 43,000/- per minute

Time 2.00 pm to 8.00 pm

Rate Rs 30,000/- per minute

City FM 89: This channel is famous for English listeners and therefore we will target

them for Hollywood movies.

Time Checks

Time Allowed 6.00 am to 2.00 am Charged (Time check)

Rate Rs. 46,000/-per minute

2.00 am to 6.00 am Free

Minimum Commitment Quarterly

Advertisement Max 15 secs

Frequency Hourly

Print Media:

DAWN: Most prestigious and one of the oldest newspapers of South Asia, for targeting

the A1,A2, and B class customers. The back page will be selected for advertising and

accordingly 15 days before a teaser will be shown, followed by an ad for around 3

months.

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Sales Promotion:

Bucket of popcorn and 1 large Pepsi.

Memberships Passes of 200 will be discounted to Rs.100, 30% discount on food items.

Annual subscription Rs.1000 Membership form Rs.5000

Place:

Location: The Brooks Drive-In Cinema is located at the prime location of Phase VIII

(ext.) jus adjacent to Creek In and in front of DHA Golf Club. This is an ideal location

because a sea side is near; therefore, a cool sea breeze is always making the evening

weather a pleasant experience.

People:

Our clients are those which we have discussed earlier in the segmentation and targeting.

(See Market segmentation, targeting and positioning.)

Whereas, the people who are involved in running our service will include: Managers,

Workers and Technicians.

Process:

There is not any big process is involved in providing this service. Visitors have to buy

tickets before all tickets are sold and vehicles should stand in an open area facing the

projection screen.

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25

Integrated Marketing Communication

AIDA

Attractive

The Brooks Drive-In Cinema would be an attraction itself as the concept is currently not

practiced in any other place in Karachi. It would be the new experience for the people to

watch their favorite movies in an uncovered place where quality still exists.

Interest

Interest would be developed through entertaining movies. Movies will be shown

according to the interest of the audience and at such times where they will be more

interested to watch.

Desire

All those living in Karachi with their tiring and busy lives, have desired to have a place

where they can go with their families and friends to spend a quality time. The place is

finally here, it's Brooks Drive-In Cinema.

Action

Brooks Drive In Cinema is opening shortly and as forecasted, after its success. Brooks

Drive In Cinema, would be launched in Lahore and Islamabad. The time is right to take

an affirmative action to revive the dying cinema industry in Pakistan.

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Financials

Initial Investment:

Technology costs:

1. Server / player : Rs : 74,100 Total Cost : 74,100

2. Projector : Rs : 615,000 Total Cost : 615,000

3. Pole Speakers : Rs : 10,500 / piece Quantity :40 Total Cost : 420,000

4. Drive-in Speakers : Rs : 3,000 / piece Quantity :100 Total Cost : 300,000

Total Technology Costs: 1,409,100

Infrastructure costs:

1. Push Carts : Rs : 210,000 / piece

Quantity: 2 Total cost: 420,000

2. Human Resource :

Security Guards : Rs : 3500 / Security Guard / 12 hours

Number of security guards: 6 Total Cost: 21,000

Technical Staff : Rs : 7500 / person

Number of persons: 4 Total Cost: 30,000

Workers : Rs : 6,000 / person

Number of persons: 5 Total Cost: 30,000

3. Building Infrastructure : Total Cost : 2,500,000

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Total Infrastructure Costs: 3,001,000

Promotional costs:

1. T.V. Advertising :

Making Cost : Rs : 1,200,000 / min. ( Orient Advertising )

(Optional)

Airing Costs :

1. GEO : Rs : 1,100,000 / Day No. of Days : 30

Total Cost: 34,200,000

Source: http://www.geo.tv

2. Print Advertising :

Dawn (Images): back page : Rs : 204,000 / edition

Number of Editions: 4 Total Cost: 816,000

Dawn : back page : Rs : 430,920 / day at backpage

Number of Days: 90 Total Cost: 38,782,800

3. Bill Boards : 550,000 / Billboard / Month on Shahrah-e-Faisal (A & A Ad)

250,000 / Billboard / Month on Karsaz (Waqas Ad)

Number of Billboards: 4 (2 on Shahrah-e-Faisal and 2 on Karsaz)

Total Cost: 1,600,000

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Land Costs:

The land will be leased by Government as we will apply for this project as an ammunity

plot (Low cost plot leased by govt. to people who provide services to them like

Amusement Parks, Social Clubs etc.). The loan will be paid back in 4 annual instalments.

Total Covered Area: 15,000 sq. yards (3 acres)

Rate: Rs. 1,200/sq. yard

Total Cost: 18,000,000

Source: Naeem Razzaq

VIP Estate Agency

Gulshan-e-Iqbal Block 13

0300-2034979

Monthly costs including Advertising and Salaries:

Advertising : 75,398,000

Human Resource : 81,000

Extra Curricular and Maintenance : 50,000

Total Monthly Expenses: Rs.75, 529,800

Note: we have to maintain an average Income above our Monthly Expenses

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Control

To make ensure that all the things will go rite, we have setup security cameras at different

locations which cover all the areas and tinted cars are not allowed in the area and only

families are allowed.

Our vision is to be the best and the largest drive-in cinema of Pakistan, we have bought a

license from the Government of Pakistan that after the launch of Brooks Drive-In

Cinema, nobody could open any drive-in cinema in Pakistan.

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APPENDIX I

Number of Drive-in cinemas (History)

Print Ads

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APPENDIX II

Attached CD contains video ads.

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