National Cinema Day is being celebrated once again today (September 20) across India. On this occasion, several theatres offer tickets at discounted prices. Today, the tickets are priced at Rs 99/-.
While tickets are being offered at a discounted price, the main concern is the skyrocketing concession stands (food and beverage). Often, the exorbitant rates of quintessential movie snacks like popcorn and piping hot samosas (in India) burn a hole in the pocket of a moviegoer.
Given such a scenario, the important question that comes to mind is does the Rs 99/- offer is still a better deal for the audience. Despite overpriced food items, does the National Cinema Day discount lure people to cinema halls? Zoom spoke to trade experts and actors to understand the business and audience perspective on this offer.
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Renowned trade expert Sumit Kadel shared his opinion and said, “The ₹99 ticket price on National Cinema Day has been a big hit, especially since regular ticket prices in metro cities usually range from ₹360 to ₹500. For movie lovers, watching a film for just ₹99 is a great deal—allowing a group of 3-5 friends to watch together for the cost of one regular ticket. Even with high food and drink prices, the super low-ticket cost makes it worth it.”
Veteran Entertainment Industry Tracker, Ramesh Bala told, “If a good movie or blockbuster is running, the National Cinema Day offer does work wonders. Concession stands are optional and if there’s a good deal on it, that’s an advantage for the audience.”
Fighter actor Rishabh Sawhney said, “It works perfectly because during the last National Cinema Day in May, all shows went housefull.”
Actor Kshitij Chauhan who was seen in Vedaa, shared, “I believe food and beverage prices are quite high in cinema halls and this needs to be changed. The reduction of ticket prices to Rs 99 is also a good job. At least, the audience will get drawn to theatres. They can reduce the prices of food and beverages. If special combos are offered, it is better. Now, theatres are also understanding that they need to come up with a better pricing structure.”
Tribhuvan Mishra CA Topper actor Jitin Gulati shared his views. He told us, “Lesser price on National Cinema Day is a welcome change and it does attract more audience to theatres. I do understand concession stand prices are high but the quality and variety they offer is world class. That’s a choice and doesn’t affect movie viewing experience. A lot can be done to make the movie experience cost-effective but this is not bad either.”
Mirzapur 2 fame Priyanshu Painyuli shared his views on the pricing structure and believed, “I don’t think Rs 99 ticket helps the other side of cinema experience that’s food and beverage. The overpriced concession stands need to be dealt with. What hurts the pocket every time people go out for a movie isn’t the ticket. It’s the cost of parking and paying for food and beverage. It is so high. We can get it at a 10 times lower price outside. Theatre owners should think about this if they want people to come to theatres.”
With time, theatres have cracked the game of pricing. After experiencing multiple lull phases at the box office, the right way to attract an audience is to lower ticket rates. It has worked in the favour of films. Now, if the pricing of food and beverages is revised, there are possibilities of luring more family audience to cinema halls. That’s the need of the hour!