Mumbai: The poor performance of recently released Hindi films such as 'Emergency' and 'Azaad' even after lowering ticket prices to Rs. 99 due to Cinema Lovers Day has raised a question over the assumption in the industry that low ticket prices ensure high footfalls in theatres.

"The performance of both 'Azaad' and 'Emergency' at the box office has broken the myth in the industry that low ticket prices ensure high footfalls in theatres," said Ameya Naik, producer and founder of event management company Fantasy Films.

Exhibitors celebrated Cinema Lovers Day on January 17 and offered tickets at Rs. 99. On the same day, 'Emergency' and 'Azaad' were released. Despite the Cinema Lovers Day, 'Emergency' and 'Azaad' collected Rs. 2.5 crore and Rs. 1.5 crore, respectively. This shows that lower ticket prices do not translate into higher footfalls in theatres. Also, according to box office data research firm Sacnilk, the overall occupancy levels for 'Emergency' and 'Azaad' have been in the range of 5-7% since their release last Friday.

Komal Nahta, a veteran trade analyst, said, "There was a novelty factor when exhibitors launched the campaign of celebrating National Cinema Day by offering tickets at Rs. 99. But gradually, this campaign began to lose its charm. Reducing ticket prices is not enough. Audiences want a combination of entertaining and exciting content along with reasonable ticket pricing."

"Footfalls for new releases - Emergency and Azaad - even in cinemas where ticket price is Rs. 99 are so low that it seems that people are not interested in watching films even if the admission price is low," he added.

After the pandemic, exhibitors initiated a mood-changing campaign to woo audiences to theatres by offering tickets at Rs. 99 on any day. The rationale behind the campaign was to boost footfalls in theatres. The first National Cinema Day was first celebrated on September 20, 2022. But as films failed at box office, exhibitors stared at high fixed costs. To compensate for weak footfalls in theatres, exhibitors re-launched National Cinema Day with a different name and re-released well-accepted old films in theatres.