{"id":16386,"date":"2024-06-20T10:52:24","date_gmt":"2024-06-20T05:22:24","guid":{"rendered":"https:\/\/razorpay.com\/blog\/?p=16386"},"modified":"2025-06-26T15:21:16","modified_gmt":"2025-06-26T09:51:16","slug":"miraj-cinemas-success-story","status":"publish","type":"post","link":"https:\/\/razorpay.com\/blog\/miraj-cinemas-success-story\/","title":{"rendered":"Lights, Camera, Engagement: How Miraj Cinemas Boosted Retention by 12% with RazorpayBillme"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69ea9c5bbbe42\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69ea9c5bbbe42\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/razorpay.com\/blog\/miraj-cinemas-success-story\/#About_Miraj_Cinemas\" >About Miraj Cinemas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/razorpay.com\/blog\/miraj-cinemas-success-story\/#Overcoming_Hurdles_The_Challenges_Miraj_Cinemas_Faced\" >Overcoming Hurdles: The Challenges Miraj Cinemas Faced<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/razorpay.com\/blog\/miraj-cinemas-success-story\/#Implementing_Solutions_How_RazorpayBillme_addressed_the_issues\" >Implementing Solutions: How RazorpayBillme addressed the issues<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/razorpay.com\/blog\/miraj-cinemas-success-story\/#From_Challenges_to_Triumphs_RazorpayBillMes_impact_on_Miraj_Cinemas\" >From Challenges to Triumphs: RazorpayBillMe&#8217;s impact on Miraj Cinemas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/razorpay.com\/blog\/miraj-cinemas-success-story\/#The_Bottom_Line\" >The Bottom Line<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"About_Miraj_Cinemas\"><\/span><b>About Miraj Cinemas<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">Miraj Cinemas has been a trailblazer in India&#8217;s multiplex industry since 2012. They began their journey with a vision to redefine the movie-watching experience in India in Tier II and Tier III cities. They have a footprint of more than<\/span><b> 230 screens<\/b><span style=\"font-weight: 400\">\u00a0across India.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Overcoming_Hurdles_The_Challenges_Miraj_Cinemas_Faced\"><\/span><b>Overcoming Hurdles: The Challenges Miraj Cinemas Faced<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">Miraj Cinemas faced three fundamental challenges as they embarked on their digital transformation journey:<\/span><\/p>\n<p><b>Transition to Digital Tickets<\/b><span style=\"font-weight: 400\"> &#8211; Wanting to move to a digital-first customer experience, Miraj began with digital ticketing. The pressure point here was to find a partner who can ensure seamless integration with their billing systems.\u00a0<\/span><\/p>\n<p><b>Flat F&amp;B revenue <\/b><span style=\"font-weight: 400\">&#8211; Even though F&amp;B sales are a significant revenue source for any cinema chain, cross-selling F&amp;B offerings was a considerable challenge for Miraj. This was a major challenge to overcome for revenue growth.\u00a0<\/span><\/p>\n<p><b>Low customer engagement <\/b><span style=\"font-weight: 400\">&#8211; With a varied customer base spread across multiple regions, genres and languages, they did not have a system to reach specific customer segments with relevant offers and promotions.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Implementing_Solutions_How_RazorpayBillme_addressed_the_issues\"><\/span><b>Implementing Solutions: How RazorpayBillme addressed the issues<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-16387\" src=\"https:\/\/d6xcmfyh68wv8.cloudfront.net\/blog-content\/uploads\/2024\/06\/blog-creative-1-1024x536.png\" alt=\"\" width=\"770\" height=\"403\" srcset=\"https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/blog-creative-1-1024x536.png 1024w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/blog-creative-1-300x157.png 300w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/blog-creative-1-768x402.png 768w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/blog-creative-1-1536x804.png 1536w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/p>\n<p><span style=\"font-weight: 400\">RazorpayBillMe has been instrumental in helping Miraj Cinemas overcome several operational challenges through its comprehensive Digital Billing Powered Retention Engine. Integrating RazorpayBillMe across India, Miraj Cinemas transitioned to a paperless billing system, significantly enhancing efficiency. The survey feature enabled effective feedback collection, providing valuable insights into customer preferences and experiences.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In addition, RazorpayBillMe&#8217;s customer profiling and segmentation capabilities allowed Miraj Cinemas to gain a deeper understanding of their audience and to deliver personalized experiences and maximize campaign impact. The CRM with auto-engagement feature enhanced the cinema experience by facilitating multichannel marketing. This ensured that customers received timely and relevant communications through genre-based or movie-based campaigns, thereby increasing engagement and satisfaction.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"From_Challenges_to_Triumphs_RazorpayBillMes_impact_on_Miraj_Cinemas\"><\/span><b>From Challenges to Triumphs: RazorpayBillMe&#8217;s impact on Miraj Cinemas<\/b><b><br \/>\n<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-16388\" src=\"https:\/\/d6xcmfyh68wv8.cloudfront.net\/blog-content\/uploads\/2024\/06\/blog-creative-2-1024x536.png\" alt=\"Business-impact-of-razorpaybillme-for-miraj\" width=\"900\" height=\"471\" srcset=\"https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/blog-creative-2-1024x536.png 1024w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/blog-creative-2-300x157.png 300w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/blog-creative-2-768x402.png 768w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/blog-creative-2-1536x804.png 1536w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/p>\n<p><span style=\"font-weight: 400\">The adoption of RazorpayBillme has transformed Miraj\u2019s customer engagement and retention:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><b>Improved customer retention- <\/b><span style=\"font-weight: 400\">Leveraging RazorpayBillme\u2019s CRM features, Miraj executed targeted promotional campaigns based on movie genre, language or actor. For the recent Bollywood movie Shaitaan, WhatsApp campaign was sent to the customer segment who watched horror movies earlier. <\/span><b><i>7000+ (12%) of these customers purchased tickets to watch Shaitaan generating over \u20b917 lakhs in revenue<\/i><\/b><span style=\"font-weight: 400\">.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Boost in cross-sell revenue &#8211; <\/b>The<span style=\"font-weight: 400\">\u00a0auto-engagement feature for cross-promoting refreshments <\/span><b><i>increased their average monthly F&amp;B sales by 20x<\/i><\/b><span style=\"font-weight: 400\">. Miraj delivers an exceptional experience by enabling customers to order online from their seats at a discounted price and get it delivered right there without missing even a minute of the movie.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Actionable customer feedback <\/b><span style=\"font-weight: 400\">&#8211; Miraj used the survey feature to run location-specific surveys and understand customer experience through feedback at each location. <\/span><b><i>In a year<\/i><\/b><span style=\"font-weight: 400\">, they receive roughly over <\/span><b><i>12 lakh survey responses<\/i><\/b><span style=\"font-weight: 400\">. 89% of complaints raised are resolved within 2 days by the relevant teams.<\/span><\/li>\n<li style=\"font-weight: 400\"><b style=\"font-size: 19px\">Customised branding opportunity- <\/b><span style=\"font-weight: 400\">Miraj features posters of upcoming popular international, national, or regional movies as the background of their digital bills. This strategic bill customization helps them<\/span> <b style=\"font-size: 19px\"><i>build stronger relationships with film studios<\/i><\/b><span style=\"font-weight: 400\">, increase the recall among movie goers and improve the sale of promoted movies.<\/span><\/li>\n<li style=\"font-weight: 400\"><b style=\"font-size: 19px\">Additional Revenue Unlocked &#8211;<\/b><span style=\"font-weight: 400\"> By featuring third-party ads from merchants such as Cred on their digital bill, Miraj added <\/span><b style=\"font-size: 19px\"><i>a new arm of revenue<\/i><\/b><span style=\"font-weight: 400\">. This not only enhanced the digital tickets utility but also offered their customers access to relevant deals and offers.<\/span><\/li>\n<li style=\"font-weight: 400\"><b style=\"font-size: 19px\">Eco-Friendly Decision &#8211; <\/b><span style=\"font-weight: 400\">By making a conscious switch to digital billing, Miraj helped <\/span><b style=\"font-size: 19px\"><i>save over 48,600 paper bill rolls equivalent to the distance of a round trip between Bangalore and Chennai and avoid 13.6 tonnes of carbon dioxide emissions<\/i><\/b><span style=\"font-weight: 400\">.<\/span><\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"The_Bottom_Line\"><\/span><b>The Bottom Line<\/b><b><br \/>\n<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-16395 aligncenter\" src=\"https:\/\/d6xcmfyh68wv8.cloudfront.net\/blog-content\/uploads\/2024\/06\/testimony-card-client-3-1024x1024.png\" alt=\"\" width=\"600\" height=\"600\" srcset=\"https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/testimony-card-client-3-1024x1024.png 1024w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/testimony-card-client-3-300x300.png 300w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/testimony-card-client-3-150x150.png 150w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/testimony-card-client-3-768x768.png 768w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/testimony-card-client-3-1536x1536.png 1536w, https:\/\/blog.razorpay.in\/wp-content\/uploads\/2024\/06\/testimony-card-client-3-370x370.png 370w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">Miraj Cinemas transformed the way they view customer engagement and retention by integrating RazorpayBillme. This improved their billing process and enhanced the patron\u2019s experience significantly. Miraj Cinemas&#8217; journey is a testament to RazorpayBillme&#8217;s potential to revolutionize businesses, elevate customer engagement, and boost retention. If you are also looking to digitise your billing processes and dramatically boost retention, RazorpayBillMe is highly recommended.\u00a0<\/span><\/p>\n<div style=\"text-align: center\"><a style=\"border-radius: 3px;background: #528FF0;padding: 15px;font-weight: 600;cursor: pointer;text-decoration: none;color: white\" href=\"https:\/\/form.typeform.com\/to\/nx1Eyan0?utm_source=website&amp;utm_medium=blog&amp;utm_campaign=miraj+success+story&amp;utm_id=miraj-success-story\" rel=\"nofollow noopener\" target=\"_blank\">Get Started Now!<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>About Miraj Cinemas Miraj Cinemas has been a trailblazer in India&#8217;s multiplex industry since 2012. They began their journey with a vision to redefine the movie-watching experience in India in Tier II and Tier III cities. They have a footprint of more than 230 screens\u00a0across India.\u00a0 Overcoming Hurdles: The Challenges Miraj Cinemas Faced Miraj Cinemas<\/p>\n","protected":false},"author":139,"featured_media":16389,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[556,131],"tags":[657,527,656,645],"class_list":{"0":"post-16386","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-razorpay-billme","8":"category-customer-stories","9":"tag-client-success-story","10":"tag-digital-billing","11":"tag-miraj-cinemas","12":"tag-razorpaybillme"},"_links":{"self":[{"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/posts\/16386","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/users\/139"}],"replies":[{"embeddable":true,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/comments?post=16386"}],"version-history":[{"count":2,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/posts\/16386\/revisions"}],"predecessor-version":[{"id":23317,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/posts\/16386\/revisions\/23317"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/media\/16389"}],"wp:attachment":[{"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/media?parent=16386"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/categories?post=16386"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/razorpay.com\/blog\/wp-json\/wp\/v2\/tags?post=16386"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}