But as Mintzberg (1987) said, organizations’ strategies emerge as they adapt continuously to their environment. In respect to this many large multiplex cinema exhibitors have arguably adapted it, although in various corporate firms as mergers, joint ventures and acquisition affect the industry. Whereas, Independent cinemas are seen increasingly to secure prints and access their functional market.
Arguably, before the WAVES/ SHIPRA merger, WAVES cinema could be classified as being ‘stuck in the middle’ M. Porter (1985), as PVR and DLF had such a large joint share of the market giving them advantage of cost leadership, differentiation and focus, M. Porter (1985). Although at the time of writing the new agreement between PVR and DLF the two multiplex giants were not to be known until their full trading has occurred among them. New cinema exhibitors like WAVES and PVR can felt the effect of change in the environment. By now it is almost cleared that why multiplexes are gradually increasing as their economic environment condition has gave fertile ground to multiply multiplexes.
It can arguably said that there is a healthy competitive environment in Noida region (India), it can conclude to recent acquisitions and mergers activities which have brought the study of Hannah & kay (1997), already been discussed in the dissertation, which states that merger activities play an important role in an industry. This can be viewed in the case of cinema exhibitor industry which continue re-invent itself with different strategies manipulation which redefine for the growth and development.
As M. Porter (1980) described cinema industry in India attempted to gain competitive advantage over each other. But it appear that some of the strategic options which being employed in cinema industry Noida (India) is not importantly sustainable, cost is not an major issue that cinema exhibitor have to follow as other international exhibitor companies had proven. From the study it can cleared that each exhibitor have their own values and position within the industry, whether it’s a major cinema chain or independent exhibitor. From the M. Porter (1996) studies suggest that doing what other cinema operator is doing is not conductive with multiplexes. For sufficiently differentiate from the other cinema exhibitor it required to operate efficiently and be effective in front of cinema-goers (customers). As Street (1997) agreed with M. Porter (1996) on being differentiated from competitors in the market.