Dynamic Cinema Pricing Defended Amid Controversy

The Multiplex Association of India (MAI) has defended variable cinema pricing in response to filmmaker Karan Johar's criticism. MAI emphasized that cinema prices depend on factors like location and day of the week and noted that average ticket and food prices are lower than stated by Johar. They argue that prices are dynamically adjusted for affordability and transparency.

The Multiplex Association of India (MAI) on Wednesday defended its use of ''dynamic and flexible'' cinema pricing, which adjusts based on factors such as location, day of the week, seat type, film format, and cinema format.

According to the MAI, cinema exhibitors are leveraging advanced digital tools to boost audience demand and optimize pricing. This statement came in response to recent comments by filmmaker Karan Johar, alleging that cinema exhibitors are responsible for high pricing strategies. The MAI's president, Kamal Gianchandani, stated that the average ticket price (ATP) across India's cinemas is Rs 130 per ticket.

Details revealed that PVRINOX, the country's largest cinema chain, reported an ATP of Rs 258 for the fiscal year 2023-24, with an average spend per head on food and beverages standing at Rs 132 during this period. This makes the total average expenditure for a family of four Rs 1,560, significantly lower than the Rs 10,000 figure mentioned in media reports. The MAI clarified that cinema pricing is dynamic and that frequent discounts and promotions make cinema outings more affordable. All pricing structures are transparent and easily accessible online.

(With inputs from agencies.)