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Multiplexes raise Ticket rates: Is it a good omen or ominous portent



October 9, 2009 3:53:07 PM IST
Enkayaar, Bollywood Trade News Network
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ALL THE BEST-FUN BEGINS and MAIN AURR MRS KHANNA

ALL THE BEST-FUN BEGINS and MAIN AURR MRS KHANNA


They say when be the case with the multiplex owners in the metropolitan cities as they have decided to hike the ticket rates between 15-20%, coinciding with the festival season i.e. Diwali. Is it a prudent decision by the multiplex owners? The going is good, you should sit back and relax and not go for the kill. It however does not seem to be the case. Let's set it in perspective. This Diwali, biggest films of the year BLUE, ALADDIN, MAIN AURR MRS. KHANNA, ALL THE BEST and LONDON DREAMS are going to hit the screen.

The rates have been hiked factoring in increase in footfalls. But it can have a debilitating effect as the footfalls may be withdrawn on account of increase in the ticket rates. As it is, the quotient of hits to flops is quite high this year, and it seems that taking a leaf out of this the multiplex owners have decided to hike the rates to shorten the time frame for turnaround of the investments. But it could boomerang on the multiplex owners.

As it is, the inflationary trends in the economy are quite high and with the ticket rates being raised, going to cinema halls could become a less prioritized commodity. So the multiplex owners could be hit in the long run in the bargain. If that happens then a scenario for a clash between the multiplex owners and the filmmakers could unfold in a different format in the near future. Cost escalation is going on in every field, and the world of cinema is more so impacted by it. The only redeeming feature in such a cost intensive scenario is the free tickets that are offered by various web initiatives.

The pricing of tickets in the multiplexes is also having a pattern based on the star-cast of the film, so if one has to see BLUE in the cinema hall then one has to be ready to shell out more than seeing a low budget film. It would be a double whammy for the fans, and would indirectly serve the cause of piracy, associated issue of the money from piracy going to anti-national elements not withstanding.

It would be an interesting scenario that is unfolding and would have interesting consequences for all associated with it.



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