Ticket rates for Salman Khan’s “Sikandar” go through the ceiling
Ticket rates for Salman Khan’s “Sikandar” go through the ceiling
While the craze is on for the much-anticipated film of Salman Khan’s Sikandar releasing Sunday 30 March around EID, an unpleasant news comes that tickets are on extremely higher side.
As per trade sources, many cinemas are charging the same price which they did for Pushpa 2 – The Rule. For the Allu Arjun starrer, Gaiety-Galaxy aka G7 multiplex had increased the ticket rates to Rs. 200 for the first time for the balcony.
It is learned that Mumbai’s single screen Plaza, Dadar, charges a WHOPPING Rs. 700 for recliner seats. Trade experts appeal cinemas to keep prices affordable. The craze for Salman Khan’s films comes from the masses, not the rich.
But what has shocked the trade and industry is that the humble single screen of Mumbai, Plaza, has increased the ticket exponentially. It normally prices the sofa class, box sofa and recliners (all 3 in balcony) for Rs. 350, Rs. 400 and Rs. 450 respectively. But for Sikandar, one will have to pay Rs. 600 for sofa, Rs. 650 for sofa box and Rs. 700 for recliners! Needless to say, the prices are also much higher than the price points in the cinema halls in its vicinity.
An industry insider, on condition of anonymity, saw the rates and remarked, “The recliner seats in Plaza are great but why would he pay such a huge amount for a single-screen theatre? Rather spend the same amount for normal seats in PVR. Single screens ideally shouldn’t go for such pricing.”
According to Trade veteran Taran Adarsh this is all about demand and supply. Ideally, they should make tickets affordable. But then everyone wants numbers.
Trade analyst Atul Mohan added to this point saying, “This has always been the point of debate. The theatres justify it by claiming that they have invested in a bomb and are giving a premium experience. Agreed that it’s festival time but still, the prices shouldn’t be out of reach.”
Distributor and exhibitor Raj Bansal opined, that the insanely high-ticket prices may deter the collections. If it has indeed happened, then it can affect the collections by 10-15% at least. They shouldn’t keep the price too high.”
Vishek Chauhan, owner of Roopbani Cinema in Purnia, Bihar, explained, This shouldn’t be happening. We exhibitors are making the biggest mistake by outpricing the cinema experience for a majority of Indians. If we don’t understand this basic premise, we’ll have to shut shop eventually.” He continued, “We should understand that there is no loyalty for a stinking wealthy man.
The rich won’t be loyal towards Salman Khan or Shah Rukh Khan. In fact, the rich consider themselves to be Salman Khan or Shah Rukh Khan! Then, why would they show that craze to watch their films? It’s the mass audience that generates craze and they are majorly responsible as to why our cinemas are running. As a result, overpricing needs to be stopped immediately. Otherwise, we are in for a very bad time.”
Vishek Chauhan informs that the advance booking hadn’t commenced in his cinema hall but he made it clear, “he will try to keep the rates as reasonable as possible.”
The trailer of Sikandar was released just a week before its release. While some questioned this move, trade experts feel that it was the right decision. Atul Mohan of a film trade Magazine ..
stated, “that’s the trend. Earlier, trailers used to be released 2 months before. Now, people are consuming so much content that the recall value has lessened. Now, if you put out your asset early, then there’s a fear that your product might become stale. Now, everything has become instant. People now prefer to watch the trailer and then immediately decide to go for it.”
Vishek Chauhan exulted, “This is the better way to go for films. This is because the attention span is so short that people are not able to retain the film’s assets for a longer period. We have seen in the past where after a ‘wow’ trailer, people have overlooked the film. I believe we are living in an age of information overkill. Hence, people should be naturally curious about a film. In today’s times, every actor and everything is on social media. Hence, people are very well aware of what the film is all about, whether it’s a remake, etc. Hence, a shorter promotional window makes sense in today’s digital age.”
News Edit KV Raman
