Are High Ticket Prices Killing the Movies?
It is crucial for ticket prices to be tailored to the film's budget and buzz, rather than adhering to a one size fits all model.
High ticket prices are undeniably deterring audiences from theaters, as evidenced by National Cinema Day. On this occasion, tickets were offered at just 99 Rs, leading to a significant surge in bookings for the small film MAD in Bangalore. This vividly illustrates the substantial impact of high ticket costs on audience attendance.
To address this issue, small and medium-budget filmmakers should consider implementing lower ticket prices to attract a broader viewership. It is crucial for ticket prices to be tailored to the film's budget and buzz, rather than adhering to a one size fits all model.
Surprisingly, even small films are opting for a 200 Rs ticket price, causing many to struggle to secure a minimum opening and underperform on weekends. To combat this, filmmakers should explore flexible ticket pricing that can be adjusted based on word-of-mouth and buzz.
Lower prices on weekdays can boost occupancy, while ticket prices can be raised according to the demand for the film. On October 13, 2023, India will celebrate National Cinema Day, offering movie enthusiasts the opportunity to watch films at a reduced price, with tickets available for as low as 99 Rs, excluding recliner and premium formats. The MAI introduced National Cinema Day in 2022, attracting over 6.5 million people to movie theaters, marking a successful reopening of the cinema industry.