In an exclusive report, Kamal Gianchandani, the CEO of PVR and President of the Multiplex Association of India (MAI), confirmed that there has been no decline in food and beverage (F&B) sales post-pandemic, which suggests that consumers are comfortable with current pricing structures. This statement comes ahead of the second edition of Cinema Lovers Day, a program initiated by MAI where film tickets across multiplexes in India will be available for Rs 99, excluding luxury seating halls. This event will take place on May 31, marking the second such day this year after a successful first edition in February.
Reflecting on the success of the first Cinema Lovers Day, held in February, Gianchandani noted, “The previous edition was a massive success. ‘Article 370’ was released that Friday, receiving unprecedented attention, largely due to Cinema Lovers Day. We anticipate the upcoming edition to surpass the success of the first.” He echoed sentiments of excitement and optimism, stressing the important role such initiatives play in reviving footfall in theaters.
Post-pandemic, a major concern for cinema operators has been to bring audiences back to theaters, a challenge intensified by the rise of OTT platforms during lockdowns. Addressing this, Gianchandani emphasized that content quality remains the decisive factor. “It depends on the film’s quality and the curiosity it sparks. Good films have always guaranteed audiences, regardless of COVID-19. Poor films, however, have historically struggled. Our initiatives, like Cinema Lovers Day, aim to make the cinematic experience accessible to large families,” he explained.
Gianchandani further highlighted the eight-week exclusivity window between theatrical and OTT releases as crucial for drawing audiences to theaters. “If a good buzz surrounds a film, people want to witness it firsthand. Legally, to watch a movie in its first eight weeks, you must visit the theater.”
Regarding the affordability of the movie theater experience, Gianchandani responded to concerns about pricing by explaining the variable pricing model adopted by PVR INOX. “We practice variable pricing – changing ticket prices based on films, theaters, days, and show timings.
. This flexible strategy caters to various customer segments. Our average ticket price is Rs 260, a very reasonable amount given current inflation rates,” he pointed out.
He also dispelled notions that high food and beverage prices deter customers. “F&B offerings at our theaters have not seen a decline in sales post-COVID, indicating that patrons find value in our pricing.” According to Gianchandani, there is no significant resistance to F&B prices, and consumers continue to enjoy the available options.
Addressing the eight-week window policy, Gianchandani revealed MAI’s desire to extend this duration, similar to international markets where the gap can be four to five months. “We are in ongoing discussions with our production partners to consider extending this window. However, current numbers show we are comfortable with the existing system. When a film is good, people flock to theaters within the first or second weekend, benefiting our business greatly.”
Cinema Lovers Day is set to be a repeat of the February success, aiming to attract numerous families and young viewers who might ordinarily find cinema outings financially challenging. “The Rs 99 ticket initiative received great feedback, especially from youth and families. These sectors, possibly unable to afford regular prices due to economic strain, made the most of this initiative, showing their support,” he added.
Reflecting on the overall cinematic experience and how theaters can continue to draw crowds, Gianchandani maintained that the intrinsic value of film-watching in a theater continues to allure audiences. He remains confident about the sustainability and growth of the traditional cinema model, provided the content continues to engage and excite viewers.
In conclusion, Gianchandani’s insights underscore a nuanced approach to post-pandemic cinema operations. Pricing strategies, quality content, and exclusive initiatives like Cinema Lovers Day play pivotal roles in cementing the theater-going experience’s relevance and appeal in an era where home entertainment options have become increasingly popular. As the industry navigates these challenges, the upcoming Cinema Lovers Day on May 31 is poised to reinforce the allure of the big screen with its affordable ticket pricing, breathing new life into multiplexes across India.
