India’s National Film Day proves that low ticket prices are just what the hour needs

Many commercial experts as well as a few market players in commercial entertainment believe ticket prices need to be cut in order to bring cinemas back to their pre-Covid levels from underfoot. India celebrated National Film Day on Friday (23 September). Most cinemas recorded 90% occupancy on Friday. These included early morning screenings of the Indian film Brahmastra So is Hollywood symbol picture Reissued in India. Indian New Releases – R Balki’s artist revenge and Kookie GulatiAngle D rounded corner It also received a decent response despite having a limited edition.

The Multiplex Society of India claimed that more than 6.5 million feet were recorded across 4,000 screens, including those from several multiplex chains, which participated in the collective initiative. PVR and Inox both recorded 90% occupancy for the day. Carnival Cinemas saw an occupancy rate of 70% on National Cinema Day.

Much has been said, tweeted and discussed about the quality of content being produced for Indian cinema as digital platforms have grown over the past two and a half years. While content is definitely the biggest factor, MAI’s numbers prove that ticket pricing is also a major deterrent. Why would one want to spend $5-$20 per ticket if one could watch more movies and shows for oneself in the comfort of their own home.

CEO of India’s famous Maratha Mandir Theater and G7 (Mumbai) Manoj Desai confirmed a similar occupancy in his theaters and adds: “We (always) have the lowest prices, and we have proven that lower prices mean an influx of audience into the theatres. We were running Dilwale Dulhaniya Le Jayenge At the Maratha Mandir for 27 years now, prices as low as $0.37 per ticket. We wanted to keep prices lower, rather than having empty theaters. We even offer facilities like stereo sound system and 70mm screens. I’ve been in this field for 50 years and have been very successful. Complications should also consider the audience.”

Desai is not alone. Most single-screen theaters in the country have similar prices for movie tickets. The cost of food and drink is also different from what one gets when multiplexing.

Alok Tandon, CEO of Inox Leisure, says Inox alone had half a million beneficiaries on National Cinema Day across India. “After 18 bad months, we had a great six months – from January to June, and now this initiative is a bullet in the arm.” When asked about lowering ticket prices, Tandon said, “Let me tell you, we never overprice. The pricing structure works on various aspects including the cost of the property, the target audience as well as the novelty of the cinema rollout. Even during Inox’s best quarter (Q1 of FY23), the average price for a mixed ticket was $2.82, which means I’m also selling tickets at lower prices in some places. In some places, it might be more than $9.85 elsewhere. We’re priced right.”

Carnival Cinemas director and director Vishal Sawni says, “Cinema prices will always be an important factor in multiplexing across India. Whether it is to reduce ticket costs or offer discounts on food and beverages, these changes are making a huge difference to customers and businesses alike. It means more fun and affordable entertainment For businesses it means more traffic and potential sales By making cinema prices affordable we can encourage more people to visit movies and enjoy family time together By keeping our prices low we hope that Encouraging more people to go out and enjoy movies at the nearest Carnival cinemas.”

Ashish Saksena, director of cinema operations for ticketing site BookMyShow adds, “Movie fans have taken to their favorite form of blockbuster entertainment very well, with pent-up demand after the pandemic and a strong affinity towards high-quality movie content at the fore, spawning a rapid revival of the format. theatrical performance, exceeding industry expectations.”

The response has obviously been huge due to the low ticket prices, and this is what the industry has to take into account when strategizing ways to rebuild the theatrical business of entertainment in India.

Producer Vashu Bhagnani, of Pooja Entertainment, claims to have been championing low ticket prices since the early 2000s. “I even reached out to multiplex to give us a single screen in their theaters where we can act as a JUNTA screen, where ticket prices will be much lower to attract film fans from colleges, newly recruited youth and all walks of life. Food and beverages will be provided at much lower costs, thus attracting audiences for an on-screen viewing experience. World class without making a hole in their pockets. Low ticket prices are the need of the hour and a necessity to give much-needed impetus to theaters today as well as the film industry.”

As the weekend approaches, director Ayan Mukerji has announced special ticket prices for his new Hindi film, Brahmastra, which has been working wonders at the box office. Tickets for the film will be priced at US$1.23 for four days – from September 26 to September 29 – to celebrate India’s Navratri festival.