While reopening theatres is still a way off, multiplexes and single screens are already mulling competent pricing, comeback
Himesh Mankad (MUMBAI MIRROR; May 22, 2020)

The announcement of Gulabo Sitabo and Shakuntala Devi heading for direct-to-digital release has fueled a debate within the industry. While exhibitors have voiced disappointment at lack of support from filmmakers, many on the social media have come down heavily on theatre owners, particularly multiplexes, reminding them that they had also robbed the single screens of their business, forcing many to down shutters and turning away independent filmmakers. Grievances against expensive nibbles, besides exorbitantly-priced tickets, spilled out, too. Darshan Kuldeep, one of the disgruntled cinegoers, summed it up, saying, “You guys are pro now in selling 350 Rs popcorn, 150 Rs samosa and 100 Rs water bottle, so start grocery business and be #atmanirbhar (sic).”

Reacting to this, Mohan Umrotkar, CEO, Carnival Cinemas, points out that the debate over food and beverage prices is not new. “You pay for not just the food but also the ambience. It’s a business model. We don’t earn much from the sale of tickets as that money is divided among the government, distributors and us. That’s why food is integral to our business,” argues Umrotkar, pointing out that this is all that theatre owners have, in addition to other expenses like rent and overheads, unlike producers, who can monetize satellite, digital and music rights of films. “Prices of tickets and F&B (food and beverage) depends on show timings, too. Plus, there are combos. There’s actually very little left for us.”

Akshaye Rathi, a theatre owner from Nagpur, reasons that the audience has the option of watching a film at a multiplex or an affordable single screen depending on their pocket. “The difference between the two is akin to choosing between a five-star hotel and a roadside dhaba. And we have both billionaires and commoners in our country,” he quips, confident that in the post-Coronavirus world and with recession a reality, single screens will bounce back strongly.

Raj Bansal, a multiplex owner from Jaipur, believes that bringing audience back to the theatres will require incentives like affordable ticket prices, concession in snacks and free coupons. “Cinema will never die but this is the best way forward,” he concludes.