Going to the movies in India is becoming a pricier affair. For many, like 20-year-old Sahil Arora, the cost of a ticket, often exceeding 500 rupees ($6; £4) in Delhi multiplexes, can eat up a significant portion of their weekly allowance. This price hike, coupled with expensive snacks, is leading audiences to reconsider their cinema-going habits, with many opting for more affordable streaming services instead.
This trend reflects a broader shift in the industry. Over the last five years, the average ticket price (ATP) in India has surged by approximately 47%, rising from 91 rupees in 2020 to 134 rupees in 2024, according to audience research firm Ormax Media. While the rate of increase has slowed to 3% between 2023 and 2024, footfall in Indian cinemas has seen a 6% decline compared to the previous year, continuing a recent downward trend.
One major factor contributing to higher ticket prices is the replacement of traditional single-screen theatres with modern multiplexes. These multiplexes, offering enhanced amenities and comfort, naturally command higher prices. However, multiplex owners like Sanjeev Kumar Bijli, executive director of PVR INOX Limited, argue that their pricing is justified by the overall experience – comfortable seating, superior sound, and an immersive atmosphere – and that audiences continue to flock to good films, with his chain seeing an increase in footfall in 2024.
To attract more viewers, many multiplexes are implementing flexible pricing strategies, including discounted weekday tickets, with some offering prices as low as 92 rupees on Tuesdays. While some states have introduced price caps, industry experts like film critic Komal Nahta emphasize the need for owners to maintain profitability, but also stress that prices should remain accessible to the masses, as public support is crucial for stars and the industry alike.
The rise of streaming services, which gained significant traction during the pandemic, presents another challenge. With affordable monthly subscriptions, consumers can access new releases at home relatively quickly. However, Bijli remains optimistic, stating that cinema offers a unique, uninterrupted experience that streaming cannot replicate. He believes that cinema has historically adapted to new media and will continue to thrive alongside streaming platforms.
The debate over ticket prices and the future of cinema in India continues, with a balance needed between economic viability for theaters and affordability for the audience.
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