VIKRAM VEDHA crashed out on its third Friday as it collected only 50-55 lakhs nett and this was mainly due to the lower rates. Now, the 80 crore nett mark looks difficult for the film. The film would have no doubt collected 25-35% more on normal rates.

The most important point here is that these concessional rates are not going to work unless its a one off and that has to be occasional and not every other week. There is more than enough evidence out there over the last few weeks.

The problem with pricing for the audience is the food and beverage where popcorn has to be priced considerably lower than the ticket price like in the West and its down to the multiplexes to do something here to help the film industry. If not, then the industry just has to keep on going and hopefully things will get better.

The playing around with ticket pricing has to STOP as the last thing we need now is a segment of the audience waiting for offers on ticket rates when they interested in a film and this can easily happen which will create another problem. It will again be an issue for films and the industry as multiplexes don't mind lower rates as their bigger profits come from food and beverage. Just accept the facts it has not worked and will not work and move on.

The collections of VIKRAM VEDHA till date are as follows

Week One - 58,77,00,000

Second Week - 15,75,00,000 apprx

Friday - 55,00,000 apprx