A night out at the movies is as expensive as a fine dinner, but PVR INOX has now given the movie experience a much-needed boost with snacks priced at just ₹ 99. The new move to attract more customers between Monday and Thursday from 9 am to 6 pm is an intelligent step in rejuvenating the movie-going experience. But will it increase foot traffic?
Filmmaker Karan Johar recently criticized movie theatre chains for charging excessive prices for food and tickets, claiming that a family may spend up to ₹10,000 on a movie outing.
The Argument for Maximum Cost: The Multiplex Association of India (MAI) has responded to the remarks by claiming that, including food and drink, the total cost for a family of four is approximately ₹1,560.
Nonetheless, Johar’s response reflects viewers’ growing consciousness of the rising cost of movie tickets.
For long, concession prices have acted as a disincentive for many cinema patrons. Popcorn, soft drinks, and other such food items can be very exciting if sold at reasonable prices.
Industry statistics reveal that sales of food and beverages make up a substantial share of the box office of any multiplex. At times, it is even higher than ticket sales.
Cutting the prices for PVR INOX will not only attract more patrons but also help to generate more sales volume.
However, the incentive is very attractive, and its success would depend upon many factors. The target section of the incentive includes students, retirees, and working persons who have flexible timings could not be the common visitors to the cinema who primarily tend to visit the cinema at weekends and in the night.
Moreover, the fierce competition from OTT platform that allows viewers to have movies from the comfort of their homes is a heavy challenge to be dealt.
Also, it is not low-priced food alone that can attract more people out of their armchairs and their services on the Internet. People need to be drawn into the cinema halls, and this experience needs to be worthwhile in comparison.
Comfortable seating, a higher quality of sound and pictures, variety in choice of films, and engaging atmosphere are all important to justify the trip. Moreover, the compromise should not be on the quality, as lower food quality can nullify all the advantages of low price of food.
Finally, the ₹99 food pricing strategy is something promising for PVR INOX, but its ultimate success will depend on more than affordable snacks. Instead, it should be a part of a larger campaign that is designed to improve the overall cinematic experience.
A well-executed plan would undoubtedly draw more customers and establish a new benchmark for the movie theatre industry, but it is only one aspect of a larger plan that also includes comfortable seating, a wide range of entertainment options, and excellent service.
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