In a revealing conversation that sheds light on a significant issue plaguing Bollywood box offices, celebrated filmmaker Karan Johar recently pinpointed the high costs of cinema food as a major deterrent for family audiences. Known for his blockbuster films and renowned production house Dharma Productions, Johar expressed his concerns during an interview with The Hollywood Reporter India.
Johar, a vocal supporter of his peers and their works like ‘Stree 2’ and ‘Animal,’ touched upon the dwindling footfalls in theaters and its impact on box office collections. He boldly asserted that the exorbitant prices of food available at cinema halls are driving families away from the quintessential movie-going experience. According to him, families would rather spend their time and money dining at a restaurant than splurging on ridiculously priced snacks like popcorn in a theater.
The discussion reveals that the reluctance to watch films in theaters among family audiences is a growing trend, primarily due to the high costs associated with the cinema experience. Johar explained that a surveyed group of 100 households highlighted this financial burden, with a staggering 90% indicating they would limit their visits to cinemas to just two films per year. This is particularly concerning as these households represent a significant portion of the cinema audience base.
He elaborated, “They (the surveyed households) mentioned that cinema trips have become a luxurious affair. Family members revealed that they feel bad denying their children’s requests for snacks like popcorn during a movie. Instead, they now prefer dining out, where the expenses strictly cover food and do not include the additional costs of movie tickets.”
The director painted a vivid picture of the economic strain such outings impose, estimating that a trip to the cinema for a family of four could easily amount to Rs 10,000. He rightly emphasized that this considerable expenditure is often unplanned and outside the economic reach of many families.
Karan Johar, a prominent figure in Bollywood with a monumental career spanning decades, spoke candidly about the impact these factors have on the cinema industry. Since his directorial debut with ‘Kuch Kuch Hota Hai’ in 1998, Johar has continually produced films that resonate with the masses. Hits like ‘Kabhi Khushi Kabhie Gham.
…’, ‘Kabhi Alvida Naa Kehna’, ‘My Name Is Khan’, ‘Raazi’, and the biopic ‘Shershaah’ are testimonials to his cinematic vision and understanding of audience preferences.
In addition to his directorial ventures, Johar has also made his mark as a well-known television host with his talk show ‘Koffee with Karan’ and as a judge on reality shows like ‘Jhalak Dikhhla Jaa’ and ‘India’s Got Talent’. His insights into the industry were profound, shedding light on a critical issue that concerns both the industry stakeholders and audiences.
The anticipation surrounding Johar’s cinematic projects remains high. Fresh off the success of his 2023 film ‘Rocky Aur Rani Kii Prem Kahaani,’ Johar has hinted at his next directorial endeavor. Although the title and specifics of this forthcoming project are still under wraps, the excitement within the industry and among fans is palpable.
Returning to his concerns about cinema footfalls, Johar’s remarks resonate deeply with the ongoing discourse about the cost of entertainment. “When we talk about making cinema accessible, it isn’t just about ticket prices. It’s about the entire experience – from parking to popcorn,” he stated, suggesting a need for a holistic approach to make cinema outings more affordable and family-friendly.
Johar’s pointed critique invites a broader discussion within the industry, encouraging theater owners and stakeholders to re-evaluate their pricing strategies. His comments mirror the frustrations of countless families who wish to partake in the magic of cinema without feeling the pinch in their wallets.
The cinema industry, already battling the challenges posed by digital streaming platforms, now faces the additional hurdle of re-engaging family audiences who are mindful of their spending. As Karan Johar continues to champion the cause of cinema, his insights offer a crucial perspective on the evolving landscape of movie-watching experiences in India.
