Niharika Lal (BOMBAY TIMES; August 15, 2020)

Every Independence Day, movie buffs head to theatres to watch the latest releases. That’s why films released on I-Day have seen 80-90% occupancy. In the last 15-20 years, holiday weekends at the box office have usually been occupied by at least one major release, most often a patriotic film. However, this year, as cinemas remain shut due to the Coronavirus pandemic, exhibitors and distributors hope that by Diwali or the next national holiday, their businesses can resume.


INDEPENDENCE DAY RELEASES ENCASH EXTENDED WEEKEND
Advance bookings for I-Day releases, extended weekend and at least 75-80% occupancy are among the reasons why I-Day is one of the most profitable weekends for filmmakers. In the last two decades, from Chak De! India to Aarakshan, Ek Tha Tiger, Singham Returns to last year’s Batla House and Mission Mangal, several major films have released on or around Independence Day. Shaaminder Mallik, a distributor, says, “It’s not just one day, but the whole week between August 11-18 that films are scheduled, to benefit from the holiday. In fact, most of these releases perform well at the box office and have good collections.”

Usually, the slots for I-Day releases are booked a year in advance, with filmmakers and actors announcing the project and the release date. John Abraham, whose film Batla House released on Independence Day last year, said in a November 2019 interview that he feels the day belongs to him. Announcing his next, Attack, which was to be released on August 14, 2020, John had said, “I’ve come to believe that the day belongs to me, not just because it’s a national holiday, but also for the feeling it brings forth. Attack is an apt I-Day release, patriotic without being jingoistic.”


‘I-DAY HAS ALWAYS BEEN BIG FOR CINEMAS’
At a panel discussion on the reopening of cinemas in April, filmmaker Nikkhil Advani had said that he was optimistic that cinemas will reopen by August 15. Last month, before the announcement of Unlock 3.0, when we spoke to exhibitors, they, too, said they were expecting to reopen before I-Day. But that did not happen.

Akshaye Rathi, the Director of Saroj Cinemas, says, “August 15 is one of the most exciting release slots after Diwali. All of us in the film trade are missing the fire that we would usually witness on the I-Day weekend. It’s unfortunate that we are shut this year, but hopefully, that will change soon.”

Yogesh Raizada, Corporate Head, Wave Cinemas, says, “While August 15 is reserved for a single major release, last year, we had two movies — Batla House and Mission Mangal. I’ve been in this business for almost 30 years, and I remember that I-Day has always been a big day for cinemas. Every year, we would have over 80-90% bookings for I-Day. And with anticipated releases, such as a Salman Khan or an Akshay Kumar film, we would have 60-70% advance bookings. This year is a historic low for the industry, as theatres have never been shut on I-Day in the last 25-30 years.”

EXHIBITORS UNSURE IF BUSINESS WILL PICK UP BEFORE THE NEXT NATIONAL HOLIDAY
Exhibitors say that even if cinemas reopen, they are “unsure if they will be housefull even during the next national holiday.” They are not very hopeful about Diwali, while some are even unsure if business will pick up by January 26, 2021. Tinku Singh, Group President, SRS Cinemas, says, “Ticket bookings for I-Day releases are usually high because of the holiday. And, with Raksha Bandhan and Janmashtami falling around August 15 every year, an I-Day release would usually mean a weekend release. Cinemas have special pricing for such profitable weekends, but this year, the box office has been shut. Back in April-May, we didn’t expect that we won’t be operational even in August. Now, I don’t know if we’ll even reopen by January 26 next year.”

With inputs from Rachana Dubey

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

Baahubali: The Conclusion, which crushed several box office records, has hit a roadblock of sorts, albeit a minor one. Within days of release, the film has been leaked online. Producers and exhibitors believe that it won't be hit too hard since the film is all about the big screen experience
Niharika Lal (BOMBAY TIMES; May 7, 2017)

With Kabali postponing its release, Ice Age: Collision Course will also do the same to avoid a clash, just like The BFG moved its date to avoid competing with Salman Khan's latest film. Industry insiders say that it's a prudent practice to minimise competition
Niharika Lal (MID-DAY; July 7, 2016)

As the market for Hollywood films grows in India, releasing big-ticket films here before the West prevents clashes with Bollywood releases and leads to better revenues
Niharika Lal (BOMBAY TIMES; February 20, 2016)