In a candid conversation with mid-day.com, Kamal Gianchandani, the president of the Multiplex Association of India (MAI) and CEO of PVR INOX, offered insights into the current landscape of the cinema industry, addressing various concerns from ticket pricing to the impact of the pandemic on food and beverage (F&B) sales, and the role of content in drawing audiences back to theaters.
The Multiplex Association of India recently announced the second edition of Cinema Lovers Day. This initiative offers movie enthusiasts the opportunity to purchase film tickets for just Rs 99 across multiplexes nationwide, excluding luxury seating halls, for one day—May 31. The second edition follows the highly successful first edition held in February. “The previous edition was a massive success with ‘Article 370’ gaining significant traction due to the special pricing. We believe that this second edition will surpass the first,” stated Gianchandani.
With ticket prices remaining at Rs 99, Gianchandani cited anecdotal feedback indicating that this initiative attracts a large number of youth and families who might otherwise find theater visits financially inaccessible. Cinema Lovers Day, therefore, serves to bridge this gap and make cinema-going a more inclusive experience.
One of the main post-pandemic challenges theater owners face is getting patrons to return to physical cinemas, as OTT platforms have conditioned people to consume entertainment comfortably at home. Gianchandani believes that content quality is pivotal in this scenario. “The draw largely depends on the film’s quality and the buzz it creates. Historically, good films have always attracted audiences to cinemas, irrespective of the pandemic,” he noted. Initiatives like Cinema Lovers Day aim to make the theater experience accessible, especially for larger families.
The eight-week window between theatrical releases and OTT availability also plays a role in driving cinema attendance. Gianchandani emphasized that those eager to watch a film legally within its first eight weeks must visit the theaters.
Concerns about the cost of a theater visit, including ticket and snack prices, have been perennial issues.
. Addressing these worries, Gianchandani explained that PVR INOX employs a variable pricing model based on various factors such as the film, theater location, day of the week, and show timings. “Our pricing is designed to accommodate all customer segments. For example, the average ticket price at PVR INOX is Rs 260, a reasonable figure given the current inflation rates,” he elaborated. He further pointed out that even in small towns, people are willing to pay for a quality experience.
Regarding F&B sales, a significant aspect of the theater experience, Gianchandani shared some reassuring news: “There has been no decline in F&B sales post-COVID compared to pre-COVID times. This indicates that our patrons are comfortable with the pricing of both tickets and F&B offerings.” These observations suggest that despite financial constraints, people are ready to spend on an enjoyable cinema outing.
With the current eight-week window between theatrical and OTT releases, Gianchandani revealed that they are in talks to extend this period. “International markets often have a window of four to five months. We are engaging with our production partners and urging them to consider this model,” he said. Despite this, he expressed contentment with the current arrangement, noting an increase in admissions for good films, especially during the first week and second weekend after release. This demonstrates sustained public interest in theatrical releases, benefiting the industry as a whole.
The MAI’s second edition of Cinema Lovers Day aims to recreate its initial success and further the cause of accessible cinema. As highlighted by Gianchandani, the initiative reinforces the belief that good content will invariably draw audiences back to theaters. The affordable pricing serves as an added incentive, bolstering the efforts to rejuvenate the cinema-going culture post-pandemic.
Given the ongoing discussions to potentially increase the eight-week window and the stable F&B sales, the future looks promising for multiplexes like PVR INOX. The focus remains on providing a quality viewing experience at a reasonable price, ensuring that the magic of the silver screen continues to captivate audiences across the nation.
