Bollywood filmmaker and Dharma Productions head honcho, Karan Johar, has recently stirred discussions by addressing a pressing concern surrounding cinema attendance rates in India. Johar, known for his critically acclaimed films and charismatic presence on television as a talk show host, has identified the steep prices of food options at cinema halls as a significant deterrent for families who wish to enjoy movies on the big screen.
In a detailed conversation with The Hollywood Reporter India, Johar delved into how this issue is impacting the box office numbers and footfall at theatres. Johar observed that many families are reluctant to visit cinema halls due to the exorbitant costs associated with purchasing food items like popcorn and beverages, which often prove to be significantly inflated in price. This phenomenon, he argues, is a critical factor that discourages frequent theater visits.
Johar cited a study to substantiate his claims, mentioning, “They went to 100 homes, and out of those 100 homes, 90 said they would watch only two films a year (in theatres). This is of an income group that is a massive part of our audience base. They can’t afford it. They may come out on Diwali, or if they hear about a film like Stree 2.” The inclination to skip theater outings due to food costs reflects directly on the financial planning of these households, who prefer more cost-effective entertainment alternatives.
Further expanding on the issue, Johar shared anecdotes from family members who expressed their reluctance to visit theatres. He articulated, “Family members said that they don’t like to go to cinema halls because when kids say that they want popcorn or something to eat, they feel bad denying them. So they would rather go to a restaurant, where they’re not paying for the ticket; they’re paying only for the food. They said, ‘Our child will point and say he wants caramel popcorn, but we can’t afford it’.”
Johar’s comment about the average cost of a cinema outing reaching up to Rs 10,000 for a family of four resonates with many middle-class families in India, for whom such expenses may not align with their economic planning. These families would rather enjoy a meal at a restaurant, sparing themselves the additional burden of high-priced snacks and movie tickets.
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The situation sheds light on broader issues within the cinema industry, where the sustainability of traditional revenue models is being questioned. Many believe that this revelation by a filmmaker of Johar’s stature could spark changes in how cinema hall operators view pricing strategies for food and beverages. His observations could encourage more industry stakeholders to reassess pricing in a bid to make movie-going a more affordable experience for families.
Karan Johar’s illustrious career spans over two decades, beginning with his directorial debut, ‘Kuch Kuch Hota Hai’ in 1998. Since then, he has delivered several blockbusters, including family dramas like ‘Kabhi Khushi Kabhie Gham…’, the musical romantic drama ‘Kabhi Alvida Naa Kehna’, and more recently, ‘Raazi’ and the biographical war drama ‘Shershaah’. His multifaceted career also includes hosting the popular TV talk show, ‘Koffee with Karan’, and serving as a judge on reality shows such as ‘Jhalak Dikhhla Jaa’ and ‘India’s Got Talent’.
Johar’s recent success with the 2023 film ‘Rocky Aur Rani Kii Prem Kahaani’ has led to high anticipation for his upcoming directorial venture, which he announced on his birthday in May. While details about the new project remain under wraps, the excitement in the film fraternity and among his fans is palpable.
By drawing attention to the cost barriers associated with cinema outings, Johar has instigated a critical discussion within the film industry about making movie-going affordable for a broader audience. The implications of his insights could catalyze significant changes, prompting theatre owners and operators to reconsider their pricing strategies in favor of attracting more footfalls and reviving the magic of the big screen experience for families across India.
As the debate continues, all eyes will be on how the cinema industry responds to one of its most prominent voices sounding the call for change. With the potential for industry-wide impact, Johar’s comments could indeed be the first step toward a more inclusive and financially viable approach to movie-viewing in India.
