Mumbai: PVR Inox co-CEO Gautam Dutta said that the launch of the monthly subscription service will help the company grow footfalls during the weekdays besides uplifting small and medium films that are getting overshadowed by big films at the box office.

The monthly Passport subscription service, which launched on Monday, will allow subscribers to watch up to 10 movies per month for Rs. 699 from Monday to Thursday, which works out to roughly Rs. 70 per film.

In the first phase, PVR Inox has restricted the Passport subscription to 20,000 consumers. It is hoped that the subscriptions will be totally sold out in two to three days. “The Passport subscription service will be a boon for small and medium films. For the industry, it will lead to the release of more films and grow footfalls,” Dutta said, cautioning that this is not a price promotion but about removing friction for consumers to get to a cinema.

He pointed out that the trend in the film industry is that the big is getting bigger and the small is struggling while pointing to the box office collections of Jawan, Pathaan, and Gadar 2.

In a note, Nuvama Institutional Equities executive director Abneesh Roy said that this initiative can be a win-win for customers and PVR Inox; however, too many conditions will limit its offtake.

“It will appeal to value buyers (students, housewives, and senior citizens) and heavy users and help PVR augment occupancy on weekdays when it is low. However, there are quite a few conditions attached that may limit its offtake,” he stated.

After the assault of a multiplex manager in Pune over the price of popcorn, cinemas say that hooliganism over such petty issues is quite common, but go unreported because they don’t want bad publicity
Rachana Dubey (BOMBAY TIMES; July 2, 2018)

Last week, a group of Maharashtra Navnirman Sena (MNS) workers thrashed the manager of a PVR multiplex in Pune over the price of food items sold there. A video of the incident soon went viral on social media. While several incidents of hooliganism and vandalism in cinema halls, by groups protesting the release of films, have been reported from across the country, assaulting of cinema hall staff over food prices is a rarity. However, a few exhibitors insist that now, they have to deal with hooligans not only when a film offends a group, but also for ‘cold popcorn’, ‘tasteless coffee’, ‘high rate of food items’, and ‘unnecessary frisking’. They say that even stopping drunk moviegoers can prove dangerous for the safety of their staff and patrons.

Meanwhile, PVR has filed an FIR against the attackers. In an official statement, Gautam Dutta, CEO, PVR Cinemas, says, “Safety and security of our employees and of our patrons is of utmost importance to us and we take all adequate measures to secure our employees and patrons. Handling unlawful action, violence and maintaining law and order in the city is the responsibility of the state government and the state police. We have full confidence in them, we are working with them closely so that appropriate steps can be taken in this matter at the soonest.”

‘SUCH INCIDENTS CAN HAPPEN HERE, TOO’
Manoj Desai, executive director of G7 and Maratha Mandir, says, “Every cinema hall or chain charges a price they think is apt for tickets and food. We don’t charge over Rs 30 for food and Rs 100 for tickets. We cater to the masses. As for the episode in Pune, let me tell you that such incidents can happen in Mumbai. So many times, political party workers try to get their point across. The person talking to them has to be tactful and polite. I don’t see any other way out.”

Yogesh Raizada, Corporate Head, Wave Cinemas, agrees, “We are in the hospitality industry and this is a given in our industry. We train our staff to be polite, but firm. However, we can’t stop such incidents completely and will have to deal with this hooliganism. No one in the industry can name even one cinema hall where the exhibitor or the staff members haven’t faced hooligans. But we don’t complain because it’s bad publicity for us.”

‘WORKERS AT CINEMAS FEEL THREATENED’
Nitin Datar, President, Cinema Owners and Exhibitors association of India says, “What happened in Pune was a shameful act. No one should take law into their hands, no matter what. People can always complain to the authorities, but as we can see, the situation is becoming deplorable, especially in cinema halls. Whether it’s about the prices of tickets or eatables, or the decision to run a film which has been cleared for release, people working at cinemas are bound to feel mentally and physically threatened because of protestors.”

Datar points out that the matter relating to revision in food prices is in court. The other problem is whether a patron can bring his or her own food inside the halls or not. “Even that matter is before the court. As far as I understand, no place except Delhi has a law prohibiting food from being taken inside the hall. Multiplexes have argued that if this can be allowed in one state, it should be in other states, too. Personally, I feel that they should allow children, sick people or the elderly to take their food, water and medicines inside the hall.”

He adds, “Multiplexes feel that they pay higher overheads and rents and eventually, the burden is passed on to the consumer. There is no law that restricts a person or an organisation from charging a fee they think is feasible for their products and/or services. Many years ago, the government of Maharashtra had passed a Government Resolution (GR), capping the rates of tickets, but cinema owners moved court against it and got it negated. So, it’s up to the public as to where they want to watch a film and whether they are willing to pay a price.”

Meanwhile, the Retail Association of India has also condemned the Pune attack. “Maharashtra is a state that recognises and respects the contribution of retail to the economy. It is the first state to initiate a policy especially for retail, that has helped increase the ease of doing business and employment in the sector. RAI condemns acts of violence against retail employees in Pune, who work hard to serve customers. Such acts are against the law, disrupt business and endanger the lives of retail employees. We trust the government to serve justice,” a statement issued by the association reads.

‘NOT A FAIR PRACTICE’
Arun Surve from MNS, whose member Kishor Shinde attacked the employee at PVR, Pune, says, “We have conducted similar protests in Mumbai also. If a bottle of water costs Rs 15, why should anyone pay Rs 100 for it inside a multiplex? I understand that there will be a price difference, but the margins that there are currently between the prices are too steep which we think is not a fair practice. In April, even the Bombay High Court had said that multiplexes are charging high prices. I want to understand what these taxes are that only multiplexes pay, for which they extort money from patrons. There is no law that can stop anyone from taking their ghar ka paani and khaana inside a cinema hall, but they don’t let us do that. When employees at these cinema halls are spoken to politely, they refuse to act on what we’re saying. As workers from a party, we’re not goons but as public representatives, we’re trying to underline the sentiments of the aam aadmi.”

With inputs from Niharika Lal

To create awareness on menstrual hygiene, Akshay joins hands with multiplex chain to organise ladies-only screenings of Pad Man across metropolitan cities
Mohar Basu (MID-DAY; February 12, 2018)

By signing a film like Pad Man, Akshay Kumar took the first step towards de-stigmatising menstruation — a topic that has unfortunately been taboo in India. The actor and his producer wife Twinkle Khanna were certain that the R Balki-directed film would initiate a much-needed dialogue on menstrual hygiene. Now, in a bid to promote the cause further, the makers have tied up with a multiplex chain to organise all-women screenings of the film. Taking Kumar’s vision ahead, PVR Cinemas has arranged exclusive all-women Pad Man shows that kickstart today and will run till February 15. The special screenings, which will have women patrons enjoy the Sonam Kapoor and Radhika Apte starrer free of cost, will be arranged across metros like Mumbai, Delhi, Bengaluru, Kolkata and Hyderabad among others. Turns out, it was an idea that Kumar and the makers were toying with, right through the development of the film that is based on social entrepreneur Arunachalam Muruganantham, who devised a low-cost sanitary pad-making machine. Given the subject of the film, the actor was of the opinion that it should reach as many women as possible. Aware that the prohibitive prices of tickets could be a deterrent, the team decided that the social drama be screened for the female audience free of cost on the chosen dates.

Confirming the story, Vivek Krishnani, MD, Sony Pictures, co- producers of the film, says, “It’s our way of expressing gratitude for the incredible love and support the film is receiving.”

Gautam Dutta, CEO, PVR Cinemas says, “We are happy to collaborate with the team of Pad Man for this unique initiative. The movie has been successful in garnering good response from the audiences, and we hope that it continues to inspire everyone.”