HUMAN RESOURCE PRACTICES IN ENTERTAINMENT INDUSTRY:
A CINEMASCOPE CASE STUDY
R. BATOOL1, N. N. ABBAS 2, M. FIAZ3, M. SAJID4
1, 2, 3 Northwestern Polytechnic University, China
4CINEPAX Rawalpindi, Pakistan
srbk_87@live.com1,najm_naqvi@yahoo.com2, fiaz_42@yahoo.com3, m.sajid@cinepax.com4
Abstract
This research contributes to the concept of Human
Resource (HR) practices for small entertainment
organizations. Entertainment industry is one of the most
rapidly growing sectors of the present media-driven
culture. HR practices are not only confined to large
organization, but now it has become the part of medium
and small organizations too. The effective HR Practices
plays an important role in developing the vision and
direction of any organization. Authors have presented
the HR model implemented at an entertainment
organization named as CINEPAX Rawalpindi, Pakistan,
a project for providing entertainment and leisure through
projecting movies on the big screen. This paper
presents the case study of CINEPAX, a small
entertainment organization having less than 100
personals. It outlines the basic functions and
experimented roles of HR department at CINEPAX
including the procedure of recruitment, orientation,
trainings, salary, Job description, facilities, recreational
activities, meetings, counseling, record keeping,
evaluation, incentives, communication flow, pay roll and
salary and anti-discrimination laws. This paper also
expounds the Pros and cons of HR practices in small
entertainment projects and presents the HR model for a
small entertainment industry.
Key Words
Human Resource management, entertainment, small
organization, cinema.
1. Introduction
In this era of globalization and industrialization, the roles
and functions of Human Resource (HR) department are
changing all over the world. HR department has become
the most essential part of all organizations irrespective
of their size and annual turnover. Competitive
advantage is the primary objective of any organization
and it cannot be achieved without the effective HR
contribution. HR department plays a liaison role
between organization and its employees. The primary
objective of the HR department is to improve the stature
of an organization by aligning the employees’
performance with the organizational goals and
objectives.
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The prevailing socio-economic upheavals, the market
uncertainties, business decline and downsizing of large
organizations have caused the transition of employees
from large organizations to small medium enterprises
(SMEs) [1]. The latest trend in the small organizations
has caused the HR department to be separated from
administration and declared as an independent
department as like in medium and large organization.
SMEs rely heavily on their employees and on their
human resource management (HRM) practices for their
success [2]. It is difficult to hire full time HR staff for
many small organizations due to their size and financial
constraints. There is emerging evidence that use of
HRM practices can contribute to the effectiveness of
SMEs [3-4]. HR department in small organization
consists of not more than one or two persons and in
most of the cases only one person is responsible for the
whole department. He/she is responsible to execute all
HR functions independently and effectively.HR functions
and processes are also limited in small organizations as
compared to the large organizations. The common HR
practices at any small organization are recruitment,
Training, Payroll, Compensation, Benefits, Performance
Management, Motivation, Retention and Employee
Relations etc.
This research contribution is drafted to present the HR
practices at small entertainment industry. Entertainment
has gained the status of an independent industry and
the global entertainment industry is expected to show a
remarkable annual growth of in the coming years. “The
entertainment industry is a broad term that includes the
mass media: television, radio, magazines and
newspapers; the sport industry; gambling and gaming;
the tele-visual and music production industries; theatre
and cinema; and places of entertainment such as pubs
and clubs” [5]. This research article describes the case
study of Human resource practices at CINEPAX
Rawalpindi, Pakistan; a small entertainment
organization that projects the movies on big screens for
the entertainment of general public.
This paper is presented in a sequential manner. The
section I describes the reasons behind the proliferation
of entertainment industry while Section II portrays the
Case Study of HR practices at CINEPAX, Pakistan while
discussing the implemented HR roles and practices. A
Road map of HR Practices in small organization is given
in Section III and last section presents the conclusion
and recommendations for HR practices in small
entertainment organization.
2. Proliferation of Entertainment Industry:
Reason D’êtres
Culture and society are the two basic driving force and
factors behind the proliferation and definition of
entertainment industry. Entertainment is defined and
executed differently in various cultures but the socio-
cultural and psychological needs of entertainment
cannot be denied in any domain. The old pantomime
and theatre shaped into TV broadcasting and motion
pictures resulted in cinema. The digitization of media
technology and the influx of satellite communication and
broadcasting re-shaped the entertainment concepts and
technology .The advent of 3D technology and gaming
zones along with interactivity options and internet
streaming further enhanced the concepts and domain of
entertainment. Authors have discussed the few basic
reasons behind the proliferation of entertainment
technology in next lines.
Multimedia Technology
The recent developments in the software technology
and mass storage devices along with the advent of nano
technology have paved a way for the implementation of
multimedia technologies and this wave of change is
exhibiting the new trends and applications in the arena
of entertainment industry. The graphics and 3-D
animation has further revolutionized this entertain aunt
arena and contributed in its mushrooming effects.
World Wide Web & Internet Streaming
Entertainment industry has gained an impetus due to
the wide spread and availability of World Wide Web
along with its applications and access. The internet
technology and the networking concepts have created a
global village of information, education and
entertainment. The digital information is at the palms of
users and at a distance of some clicks of the finger tips.
The advancement in the field of coding , modulation and
compressions have taken the information technology
from the third to fourth generation where voice, video
and data are always around you and waiting for the
wireless links to amuse and entertain you. The
streaming radios and videos channels are at your eyes
and at ears length now.
Satellite Broadcasting and Digital Communication
The geostationary satellites along with the constellation
of low earth orbit satellites are providing the
communication and broadcasting link over the
electromagnetic waves at the speed of light. The
combination of navigation and communication is
creating the spatial harmony and affinity among the
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users of position based services and navigator geeks.
The digital technology and satellite communication with
broadcasting has shaping the world into a single screen
viewer with an instant access to all channels, cultures
and productions and hence widening the scope of
entertainment. The Cable TV and satellite broadcasting
has provided the entertainment at the push of your
remote controls of home theatres.
Academic Contributions
A Media study has become the part of the academic
curriculum and universities are offering specialized
degrees in various specialties of media and
entertainment. People are studying and taking media as
a proper profession and this trend is making the
entertainment industry as a competitive entity. Advance
technology, communication and creative talent in media
market have changed the overall entertainment industry.
Concept of worldwide entertainment is emerging, and
producers, content providers and entertainment
professional are not only facing competition globally but
also facing challenges to providing high quality and
innovative contents within suitable cost.
Cultural Integration and Globalization
Globalization, cultural integration, mergers of companies,
experimentation with technology, sharing of ideas,
professionals and experts are making the global industry
of entertainment with the new concepts of productions,
gaming and applications.
Social Media and Interactivity
The emergence and spread of social networking and
social media have created a common platform for
sharing and marketing along with the option of
interactivity. This socio-cultural homogeneity has paved
the way for the burgeoning entertainment industry.
Socio-Psycho Catalysts
The rapid growth of technology, the fluctuating
international market and job trends, the high cost of
living, the socio-cultural threats, the wave of extremism
and terrorism have resulted in the psycho disorder of
normal human beings and they are carving for
entertainment to soothe their lives, emotions and to mild
down the effects of ringing bells of time and deadlines.
This psycho impulse is impelling the entertainment
industry to grow with innovation and creativity.
3. HR Practices at CINEPAX: A Case
Study
The cinema is still a very expensive way of showing
entertainment and with very different social and
economic characteristic to the home video market.
However the two are now closely linked: a film may
make more money on the video release, and the
popularity of a film in one medium is no indicator of
potential success in the other [5]
CINEPAX Rawalpindi is the Pakistan first dedicated
Cineplex Company, equipped with a 5-screen Multiplex
Cinema and a gaming zone, bases on less than 100
personnel. The basic goal is to provide family
entertainment (project movies, food and gaming lounge)
under one roof in order to cater people from all age
group and class of Pakistan [6].
CINEPAX has a hierarchy of having CEO at the top then
the Operation Manager, Theater Manager and Assistant
Theater Manger. There are seven department with
corresponding seven Department Heads and a total of
100 employees including staff and officers.HR
department is one the main department of CINEPAX, it
is playing a vital role in growth of the organization.HR
department was established right with the establishment
of CINEPAX in 2007. The HR department is consist of
only two people like any other small organization and
they are responsible for all the function and execution of
HR polices roles and process. The authors have
presented the current HR roles and responsibilities at
CINEPAX. The HR model of small entertainment
Industry, the CINEPAX, Pakistan is presented in next
lines.
A. Recruitment and Selection
Recruitment and Selection are the key function of
Human resource department (HRD) as it strives for
“hiring the right people for the right Job”.
• Job Advertisement and Interview
At CINEPAX, this process starts with the availability of
vacant position. HR department calls candidates from
the developed CV folder; many candidates drop their
CVs frequently or HR department (HRD) gives
advertisement for the job vacancy.HRD short lists the
candidates and call for first interview with HR Manager
and Department manager. After first interview, the
selected candidates are called for On Job Evaluation
(OJE), three days evaluation program in which
candidates gives a chance to work at workplace and
apply his/her knowledge, skills and expertise.
Respective department Heads observe the candidate in
OJE and recommend for the final interview which is
conducted by the Theater manager, HR Head and the
respective department Head. After final interview
employee is informed about the selection and rejection
through call and offer letter by the HR department
• Perk, Privileges& Salary
Successful candidates are informed about their working
hours, holidays, basic salary, allowances, benefits,
incentives, medical facility, mobile phone bill, fuel
expense and other benefits through offer letter. For
managerial level job there is negotiation in these
privileges especially on salary, but on staff level these
practices are never observed.
• Documents Verification
Successful candidates are required to complete
documentation that includes providing references,
educational degrees, experience letters, and filling of
employment forms. At the final step, the HR department
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checks the references and documents and confirms the
hiring after all verifications and confirmations.
• Job Description
Job description defines the role and responsibilities
expected from the employee. At CINEPAX, Job
description is decided by the Head of department,
Operation/theater manager & HR Head. Job description
is revised on yearly bases or some time on requirement.
Employee has also provided with his/her detailed Job
description document.
B. Orientation
Orientation is the process in which new employee is
welcomed in the organization and all rules, regulations,
and culture are told to them. At CINEPAX, first three
days are considered for orientation process.
The first day includes the complete introduction of
company, business, board of directors, hierarchy,
departments, company strength, employees and
colleagues. On second day, company rules, regulations,
policies, laws, culture, work environment, benefits and
medical facility are briefed to them and a handbook and
manual related to all rules are given to them. Employee
is enrolled in all official documents including pay roll,
medical list, EOBI (Employee Old-Age Benefit Institute),
Health insurance, social security contracts and all HR
related documents. On third day a briefing is given
about his/her respective department and the
corresponding responsibilities to execute.
C. Training
Training is arranged for new employees in their own
department and further to all departments for
understanding about other departments. A Job rotation
technique is also used for training; all employees are
sent to other department for particular duration (1-2
months). In crisis, these employees can be utilized in
any department and in many situations this is also
considered as one of the standards for promotion.
Whenever new rule or policy related to HR is introduced
in organization, training session is arranged to
communicate and to make company’s point clear. In
case of launching new system like software or any
product promotion program, then proper training session
is also being arranged
D. Employee Motivation
Financial and psychological motivation techniques are
employed to retain and to get maximum from an
employee. CINEPAX HR organized many activities for
employee motivation and these may include activities
like arranging employee’s birthday party and employee
of the month & honest star awards on monthly basis.
Employee is motivated by providing appreciation letters
and to encourage their performance. Healthy and
friendly working environment is provided so that
employee can feel comfortable and work efficiently and
effectively to achieve organizational objective.
E. Compensation
HR department has introduced many compensation
programs at CINEPAX on the basis of individual
performance, departmental performance and the
company performance. It can be on monthly bases,
quarterly or yearly but most of the times it is on quarterly
basis. At the end of year there is bonus for employees,
and also they get increment after performance appraisal.
F. Benefits and Services
Employees are given many benefits and services
including two times meal, health care, health insurance
and medical facility .Employees are entitled in Social
Security contracts and in EOBI to ensure their future.
Employees also have leaves benefits such that sick
leave, casual leave, annual leave and maternity leave.
Loan and advance facility is also available for
employees. Provident fund is the new policy that is
being launched at CINEPAX recently.
G. Performance Evaluation
Employees are evaluated with respect to their assigned
goals and objectives on the yearly basis. This process
begins at the end of the year. Each manager is asked to
define his/her goal and objective for next year. These
goals and objectives are finalized after discussion with
Theater manager and Operation manager; it must be
aligned with the company goals. At the end of the year
all mangers are evaluated according to their defined
goals and objective. Operation manager evaluates the
manager’s performance that is further verified by CEO.
Staff is evaluated by their respective department head.
Theater manger and operation manager further verify
their evaluation forms. After verification of employees
evaluation forms, higher management decide the
increment rate of each employee with respect to his/her
grade or score achieved in appraisal form and according
to the evaluator comments. Percentage of increment
and decision about promotion are also taken at this
stage.
H. Communication flow
Employees are communicated about their benefits,
training, salary structure, compensation, rules and
regulations through HR department. When new policy,
rules or any system is introduced, there is a
communication system through which employee should
be informed. Three level of communication is observed
at CINEPEX, Staff communication, Colleague
communication and higher management communication.
Emails, memos, official letters, meetings, conference
and video calls are being used by management for
communication. Emails, meetings and notice boards are
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being used in order to communicate at colleague’s level.
Notice boards, Charts, posters and staff meetings are
used for information flow at staff level.
I. Record keeping
All records related to employees directly or indirectly are
kept save in HR department.HR is responsible for
record keeping of whole department that includes:
employee personal file, employee list, hiring detail,
leaves detail, leaving employees data, employees family
record, health insurance, medical record, salary record,
incentives, bonuses, performance record, training,
disciplinary record, minutes of meeting , EOBI .
Currently HR is not using any software for record
keeping; they just use MS office tools for preparing and
making the record.
J. Pay Roll
Preparing pay roll is one the main function of HR at
CINEPAX. MS excel tools are used for preparing and
recording the payroll. Pay roll includes leaves record, all
deductions (advances, loans or any other), working
hours and overtime. HR prepares the draft of Pay roll
and then the finance department verifies and includes
the deductions. In the next step, Theater manager
Verifies and approves the pay roll, that is sent to Head
office where, Finance department again verifies the
payroll then sent back to HR manager , further get
approval from chairmen of the company to transfer their
salary. This process takes only 2-4 days and employee
receive the salary in their bank accounts till 5th day of
each month.
K. Employee relation
Employee relation includes relation with their colleagues,
juniors and with seniors. Employee relation is enhanced
by arranging recreational activities, games competition,
drama, singing and dance competitions and arranging
movie night’s etc .At the end of each event the
employees are given prizes for motivation. There are
also some recreational activities arranged for females
exclusively that include cooking competition, games
competition, handcrafts stalls and hair style competition
etc. HR is also arranging employee recognition program
by distributing appreciation letter on monthly bases and
yearly bases.
Employee relation at CINEPAX includes employees’
issues, counseling, conflict management and anti-
discrimination law.
• Employee issues: It include the problems that arise
at workplace like, quarrel between colleagues,
misconduct , grievances, poor performance,
personal issues , bad relationship with bosses or
extra work.
• Counseling session: It is a session in which HR
manager sits with employee separately and tries to
solve his/her problem by listening and by giving
him/her the chance to speak. Furthermore, HRD
corrects them when they are doing wrong by
defining company policy, regulations, their roles
and responsibilities.
• Conflict Management: HR manual encompasses
the rules and regulation for disciplinary action at
CINEPAX. If an employee tries to break the rule or
found to be involved in any action which is against
the company laws and norms then he is being
inquired about that action. A proper inquiry
committee (HR Head, Department Head, and
Theater Manager) sit together and inquire the
whole incident and If the employee is proved to be
culprit then he has given warning letter or
termination letter depending upon the sensitivity of
the incident.
• Anti-Discrimination Laws Implementation:
CINEPAX HR strictly follows all laws that come
under Anti-discrimination clause. These include
sexual harassment; EEO (employee equal
opportunity), gender discrimination and similar like
that.HRD arranges meetings and counseling
sessions to communicate the sensitivity of these
issues and often use posters and notice boards for
their understandings. A strict action has to be taken
against those who has found in violating these anti-
discrimination laws and in this situation employee
may get fired immediately.
L. Internship
HR department of CINEPAX provides internship
opportunity to students to work as a professional and to
get practical experience by applying their knowledge,
skills and expertise. Two types of paid internships are
offered to students: summer internships and ongoing
internships. Summer internship is for those students
who are perusing their degree and wish to work in their
summer vacations and its duration is normally 2 to 3
months. Ongoing internship is for those students who
have completed their degree or pursuing their degree
and wish to work anytime in the year and it lasts for 6
months to 1 year.
4. HR Practices for Small Entertainment
Industry: A Road Map Model
Authors have outlined a concise HR practices road map
for small organizations and specifically for the small
entertainment industry having less than 100 employees
and only one or two people in the human resource
department. The main points are bulleted below.
• HR department must acquire the proper qualified
and experienced staff for running the department
efficiently and effectively. There should have at
least five people in the HR department.
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• HR planning is linked with organizational objectives
so a small organization should plan about the need
of workforce, the required strength, skills,
knowledge and expertise and then start hiring.
• Recruitment and Selection process should be
transparent and purely on the basis of merit and job
requirement.
• Human Resource Information System (HRIS)
should be implemented for the desired efficiency
and quality in any small entertainment industry.
• Payroll should be developed by using computer
software in order to save time and ensure accuracy.
• Employee relation should be enhanced by
providing them the opportunities to interact and by
creating social gatherings. All laws and rules
should be communicated well and these should be
transparent and accessible by all.
• A well developed training program should be
developed on the basis of training need analysis
and by specially focusing on the technical and soft
skills enhancement.
• Performance reviews should be done twice a year
instead of reviewing it annually as it is better to
follow up the targets in a midway to make required
modifications if needed. Performance appraisal
should also be discussed with employees and to
give feed back to them about their performance.
• There should be retention program in small
organization in order to retain skilled and talented
employees. This may include promotion, salary
increment, provide benefits and facilities and give
more authority and feeling of ownership to
employees.
• Leadership development program should be
designed to enhance manager’s knowledge, skills
and add values to help them to become better
leaders in the organization which in turn leads to
professional development.
• Better and effective communication at all levels is
the key for HR success in small organization.
5. Conclusion and Recommendations
The authors have produced the cinemascope view of
human resource functions at a small entertainment
industry while presenting the case study of CINEPEX,
Pakistan where the first author has implemented the
basic functions of human resource for a small
entertainment industry, having less than 100 employees.
Authors have outlined all the implemented functions
including Job Analysis, Human Resource Planning
(HRP), Recruitment, Selection, Hiring, Induction,
Performance Evaluation, Compensation Management,
Training and Development, Employee Relation,
Motivation, Health and safety, Discipline Administration,
Grievance Handling, Record and Benefits and Services.
At the end, a road map model for best HR practices at a
small entertainment industry is given as a guideline for
prospective HR managers and professionals as authors
perceive that in the coming years entertainment industry
will grow at a high pace with new dimensions and ideas
as human nature is always in search of innovative
entertainment paradigms.

Acknowledgement
The authors are thankful to Northwestern Polytechnical
University, Xian China for the research support and
acknowledges the support provided by Mr. Junaid
Rashdi, Manager HR & Administration, CINEPAX,
Rawalpindi, Pakistan

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