Prominent filmmakers Karan Johar and Zoya Akhtar openly discussed the rising costs associated with watching movies in theatres, noting that audience interest in visiting cinemas is dwindling. Johar cited a survey indicating that the average Indian consumer now only visits theatres twice a year, largely because they are reluctant to spend their hard-earned money on overpriced popcorn, movie tickets, and other theatre snacks. Instead, they prefer to dine at a restaurant for the same cost. Johar made these comments during a recent roundtable interview conducted by The Hollywood Reporter India, in which Akhtar also participated.
Zoya Akhtar also supported Karan Johar’s sentiments and stressed that “people can’t afford to go to the cinema. They want to go to the cinema. If you’re going to go twice, you’re going to choose what films you want to go to. Even if I want to go see Laapataa Ladies, maybe I can’t afford to.”
Johar also shined light on the struggles endured by the middle-class families in India when it comes to enjoying movies in theatres nowadays. “Family members said that they don’t like to go to cinema halls, because when kids say that they want popcorn or something to eat, they feel bad denying them, so they would rather go to a restaurant, where they’re not paying for the ticket, they’re paying only for the food.”
The talks of overpriced movie tickets and snacks in Indian movie theatres have gained noticeable attention from people, actors, and filmmakers in recent years. According to a survey conducted by Statista, the average price of movie tickets in India has increased up to Rs. 130, which is a significant growth from 2021’s value, which was only Rs. 87. Another study published by Money Control in April this year sheds light on the fact that post-COVID food and beverage (F&B) prices in Indian theatres have increased by 30% compared to the pre-COVID period. To make matters worse, almost every theatre chain in India prohibits outside snacks and beverages, forcing viewers to pay sky-high prices for edibles.
One of the major reasons behind this situation is undoubtedly the declining content quality of many Bollywood movies released in the post-COVID era. This has significantly impacted footfall, forcing theatre chains to raise prices for F&B and movie tickets. Another contributing factor is the chains’ efforts to recoup the losses they incurred during the coronavirus pandemic, as theatres across the country were forced to shut down.
If we look at this situation from the audience’s point of view, then it becomes understandable why they have limited their theatrical outings. Moreover, the dramatic rise of OTT platforms in India in recent years has allowed people to watch content in their homes at affordable prices.
It’s great that filmmakers like Zoya Akhtar and Karan Johar are speaking up about overpriced movie tickets and F&B. However, they should also acknowledge that Bollywood has failed to deliver a single memorable movie to viewers in the post-COVID era. Yes, we’ve seen some blockbusters like Pathaan (₹1,050 crores), Jawan (₹1,148 crores), Animal (₹917 crores), Gadar 2 (₹691 crores), and Stree 2 (₹850 crores – still running in theatres) over the past two years. But none of these films can be considered magnum opuses. They either benefitted from star power or the prominence and craze associated with their franchises.
So, what should be done? Well, Indian movie theatres should consider revisiting their pricing strategies for tickets and F&B items and bestowing more affordable alternatives to boost footfall. Using tiered pricing based on the movie’s buzz or showtimes is another way to make the theatrical experience more accessible for Indian moviegoers belonging to different income groups.
As for Bollywood, it is high time the industry focused on delivering high-quality, memorable movies. Investing in unique storytelling and the creation of original, high-quality content, rather than churning out bland and hollow remakes of South Indian or Hollywood projects, would greatly benefit Hindi filmmakers. Furthermore, promoting experimentation with storytelling formats and diversity in genres could help reduce filmmakers’ growing dependence on star power. Stay tuned for more updates.