Amidst vocal concerns over steep cinema ticket prices, PVR-INOX, one of the nation’s leading multiplex chains, has unveiled an intriguing offer to entice movie enthusiasts back into the theaters—a monthly passport that allows access to four films at the striking price of Rs 349. This strategic move aims to rejuvenate attendance, which suffered a notable decline post-pandemic, despite a box office resurgence in 2023 with an array of successful films. Cinemas now look to maintain momentum and keep their screens buzzing with eager audiences throughout the week.
Gautam Dutta, the Co-CEO of PVR-INOX, explains the reasoning behind the new scheme, emphasizing the disparity in theater occupancy rates between weekdays and weekends. He observes that while weekends draw crowds, weekdays see an array of empty seats. Elimination of the price barrier is seen as a critical factor that could encourage a broader demography—including women, students, and seniors—to frequent cinemas more regularly during these quieter periods.
Previously, in October, the chain introduced a similar initiative with passports granting patrons access to ten films a month for Rs 699. This offering was greeted with exceptional demand, leading to a complete sell-out of the 20,000 passes available. The overwhelmingly positive customer response provided insights and prompted PVR-INOX to launch a freshly designed program. They announced the release of 50,000 new quarterly passports, offering even more accessibility by allowing patrons to choose any four movies over the span of a month, across any language and in any state throughout India.
Understanding that the cinematic experience encompasses more than just the film, Dutta highlights added benefits of the passport. For a modest supplemental fee of Rs 50, passport-holders can treat themselves to upgraded seats and advanced screening technologies such as IMAX and 4K projections, enhancing their viewing pleasure to indulge in an immersive experience that goes beyond conventional cinema screenings.
The paradigm shift in today’s cinematic experience also extends to the stars that grace the silver screen. Viewers are eager to see their favorite stars, like Kriti Sanon, Tabu, and Kareena Kapoor Khan, who appear in the upcoming movie “Crew.” Offers such as these are not merely discounted viewing opportunities but a passport to engaging with the latest that Bollywood has to offer.
Representatives of PVR-INOX believe that such innovative strategies will not only appeal to the prominent segment of movie-goers who frequent their cinemas on weekends but will also attract newer audiences looking for leisure activities that fit within their budget. The reduced prices may prompt more frequent visits, making movie-going an accessible and regular form of entertainment rather than a sporadic splurge.
Besides, this program can serve as an intriguing case study for customer behavior and preferences. As patterns emerge as to which films and formats are chosen under the passport program, PVR-INOX could further refine their offerings to better suit their customer base. The program, if successful, could also catalyze shifts within the wider cinema industry, nudging competitors to explore similar means to boost patronage.
While some observers may wonder about the economic viability of such a pricing scheme, multiplexes account for not just revenue from ticket sales but also the significant secondary spending on concessions and merchandise, which often enjoy high-profit margins. Therefore, increased traffic spurred by enticing ticket pricing could very well contribute to a healthy boost in overall profitability for these cinemas.
The new passport program audaciously beckons movie lovers back to the magical realm of theaters, reminding them that the allure of the giant screen, the shared laughter and tears, and the collective gasps of plot twists unfold best amidst the camaraderie of fellow cinema fans. It is an invitation to relish the full, immersive experience of movie-going—a cherished pastime that many hope will soon attract once again the throngs who believe that tales told on a grand scale are stories best shared.
