Ever since the pandemic and lockdown, theatres have suffered significantly. Many theatres were even shut down due to no business at all. In 2024 though, one did see an improvement in this aspect as people started going to theatres more. However, largely, it’s the OTT space which is largely dominating. The trend which one has also noticed post pandemic is that only big star, big scale movies have worked while medium budget films have not been able to attract much footfalls. The thought process of the audience may be simple – that even if it’s a good film, is it worth paying the big money for? Or should we just wait for it to release on OTT? This just boils down to the ticket pricing in multiplexes. This reflects in the fact that one does see people flocking to theatres when there are offers on Cinema day or any other occasion. Will low ticket price affect a film’s box office and footfalls? Etimes discusses this with experts from the movie business.
Explaining the phenomenon
Trade expert Girish Wankhede explains this whole scenario and says, “The movie business is deeply influenced by how sensitive consumers are to ticket prices, which plays a crucial role in their decisions to attend cinemas. It’s clear that there’s a strong connection between ticket prices and audience turnout: when prices drop, footfall tends to rise. A great example of this is National Cinema Day, where tickets were available for just ₹99, leading to a significant spike in attendance. This isn’t just a one-time event; it’s become a savvy strategy for film releases. For instance, films featuring stars like Sonu Sood and Kangana Ranaut have also adopted this ₹99 pricing on their opening days, effectively drawing in crowds, even for films that might not be box office hits.”
A big money to spend for a family outing
The ticket prices at most multiplexes range from Rs 400-500. For a family outing of 4 people, the total cost of a theatre experience will end up being around Rs 3500-4500 including food and beverages. Thus, it surely seems understandable that the cosumer thinks 10 times whether a movie deserves to be splurged on.
Industry business tracker Ramesh Bala says, “For a country of our population and economy, we are still a developing country now. So, I they have to see what…They want to keep the theatre empty during these days. Even the F&B (food and beverages) prices need to be moderate than what is currently now like Rs 500 rupees or something for popcorn, samosa, cold drink or something. But coming back to movie ticket prices, reasonable prices will certainly help or different prices for weekdays, weekends, or for morning shows, afternoon shows. In the US, they have different pricing for different time. So, something has to be done because there is a systematic erosion of audience now over the years.”
He adds, “Thus people think, I’ll wait for a few weeks and watch it later or something. So, that’s why many of the movies don’t attract any audience unless it’s a big star movie or a big theatrical movie, they don’t attract much crowd nowadays, you know. Many of the medium star, small star movies just fall flat.”
Price capping in the south!
In the south, the ticket price hike is not allowed and there is a certain price cap which the movie theatres have to stick to. Thus, it’s obvious that there are more people going to watch the films there. This recently happened even during the release of Ram Charan‘s film ‘Game Changer‘ where the Telangana government canceled the ticket price hike for the film. Bala adds, “South has capped it. Like in Tamil Nadu and all, its ticket prices are capped. Even Telugu state government itself caps the ticket price. Chennai has one of the highest occupancy rate for multiplexes in India. Because the prices are capped at Rs 190. If you look at the theatres, when there is more footfall, there is more sales at the snack counter. So, there is lot of people who will buy it. And it helps during weekdays also. They can maintain it. It helps them during crowd for weekend also. It certainly helps distributors, producers, everybody.”
Wankhede agrees and says, “The situation is further complicated by regional differences in ticket pricing. In southern India, for example, government regulations set a cap on ticket prices between ₹120 and ₹200, depending on the state. This has helped regional cinema flourish, enabling films to achieve better box office results thanks to the lower ticket prices. On the other hand, cinemas in the north tend to set their prices based on market demand and the buzz surrounding a film before its release, leading to ticket prices that can range from ₹200 to ₹1200 or even higher for premium experiences. This discrepancy in pricing strategies can create significant differences in audience turnout across regions.”
Will reducing prices help?
Manoj Desai, Manoj Desai, Executive Director, Gaiety, Galaxy and Maratha Mandir cinemas, says, “Pushpa 2‘ broke records as the movie ran in 6 theatres and 18 shows on day 1 and still the shows were housefull. My managing director Mr Arun Nahar and me, have kept the rates as Rs 130, Rs 150. Instead of keeping theatres empty, we keep the rates low. Otherwise for most Bollywood movies, the theatres are running empty.”
Marketing specialist Deepesh Shah says, “Reducing ticket prices is straightforward, but it’s crucial to pair it with effective marketing campaigns that generate enough excitement for the audience to invest their time in watching the movie, which is even more valuable. India is a price-sensitive market, so lower ticket prices will certainly help.”
Wankhede further opines, “Price sensitivity doesn’t just affect first-time viewers; it also plays a big role in repeat attendance. When tickets are cheaper, people are more likely to go back to see films that are already showing, especially if the content is average or not doing particularly well. This highlights how essential pricing is for maximizing box office revenues—audiences are simply more willing to visit multiplexes when ticket prices are affordable.”
He continues, “Experts in the industry, including trade analysts and producers, have consistently argued for lowering ticket prices to increase cinema attendance. When tickets are more affordable, they can attract a wider audience, ultimately boosting box office returns. The success of films during promotional events like Cinema Day clearly illustrates how effective this strategy can be.”
Producer Suniel Wadhwa says, “The magic of cinema lies in its power to unite people, and affordable ticket pricing is the key to making that magic accessible to everyone. The consistent success of South Indian films has proven that accessible pricing doesn’t just fill theaters—it builds a vibrant cinematic culture that connects audiences deeply. Price caps aren’t just a strategy; they’re a testament to the value of inclusivity in storytelling.”
Who will it benefit?
Trade expert Raj Bhansal says, “If the ticket price is reduced to a reasonable amount for as long as the film runs, it’s valid. But just the opening day offer or cinema day offer is of no use if the price will be back to high. One should restrict to a decent, reasonable pricing of tickets overall for the longer run. Once you reduce the price on day one, and then you increase the price on day, it doesn’t work at all. May be more footfalls just create a certain perception of the movie on day 1 and help further. These 1 day offers help nobody. It only helps actor to show that there are footfalls, but it doesn’t help the producer or the distributor or the cinema owner.”
Ramesh Bala adds, “Whether 500 people watch for the film for Rs 500 rupees or 1000 people watch for Rs 250, the gross earned is the same only. It’s just they double the audience, which will benefit everyone if done in the long run for movies. The theaters are not willing to reduce the price long term. That’s why it’s high. And also, even the F&B prices are high in multiplexes. So, they have to reduce it actually. In the South also, the multiplexes is high. But I mean, the single screens everywhere, it’s low. But that is also something they have to consider.”
What can be done?
Deepesh Shah concludes, “Implementing differential pricing based on the genre and cast of the movie should be considered. Audiences are willing to pay a premium for movies led by superstars, whereas for films featuring new or lesser-known actors, lower ticket prices could significantly boost attendance. Just as the cost of a Coldplay concert differs from that of a new band, a similar model for cinema ticket pricing should be explored.”
Bala adds, “A sustainable model has to be found. South, you know, benefits from these ticket caps. So, Mumbai, Bengaluru and other places like North India also should consider it. See, PVR and INOX, they have merged. In some other country, news and all, they would not have allowed the merger, I think.”
