National Cinema Day effect: Dial down cost, dial up footfall

After audiences flock to the theatres on National Cinema Day, exhibitors decide to reduce Vikram Vedha’s ticket prices to lure viewers

On September 23, multiplexes and single-screen theatres across the country celebrated National Cinema Day by slashing ticket prices to Rs 75. The response was overwhelming, with most shows of Brahmastra: Part One — Shiva running to full capacity. The spike in audience footfall was noted by distributors and exhibitors, who are considering making admission costs more affordable. While director Ayan Mukerji has announced that Brahmastra tickets will be available at Rs 100 during the Navratri festival, exhibitors have decided to cap Vikram Vedha ticket prices at Rs 450.

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With the advance booking having opened over the weekend for the Hrithik Roshan and Saif Ali Khan-starrer, the admission cost at single screens is between Rs 100 and Rs 200. Multiplexes are priced slightly higher, beginning at Rs 300 and going up to Rs 450. Trade sources say that ordinarily, ticket costs for an anticipated movie like Vikram Vedha would’ve ranged from Rs 500 and Rs 750 at multiplexes. A trade insider says, “Exhibitors want to continue the Brahmastra boom. Since director duo Pushkar-Gayathris actioner is a masala movie with the potential to draw the audience, leading multiplex chains as well as single-screens have actively ensured that the rates are pocket-friendly.”

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