The Hindu Business Line : Mumbai multiplexes test higher price points for tickets

Shelling out Rs 350 for a movie ticket may not be everyone's cup of tea but Mumbai multiplexes are able to charge these rates, and still have people running for tickets. What is more, rates could be even higher for shows over the weekend.

Says Mr Ashish Saxena, COO West, PVR, "Pricing can be movie specific. If the expectations from a movie are higher, then prices for the opening week are higher than the normal rates."

It's the same story with the Cinemax multiplexes. "New releases with a big star cast have higher prices. Prices can go up to 20 per cent more for such films," said Mr Devang Sampath, GM Marketing and Sales, Cinemax.

However, the higher prices are not constant for as long as the movie is playing in the theatre. Most multiplexes say that they bring their prices down to normal after a few weeks. "By the 2nd and 3rd week, prices will come down, even for big movies," said Mr Sampath.

According to Mr Shrikant Hazare, Vice-President Marketing, INOX, ticket prices depend on the city in which its playing, the location, competition from other multiplexes, and of course, the movie.

For movies like Kabhi Alvida Na Kehna, Lage Raho Munnabhai and Don, the ticket prices would go up.

"Till now, Rs 200 is the highest we have gone. However, Rs 250 is the maximum price that I would pitch a movie ticket at. Beyond that is just stretching it to a limit where consumers will not see the movie," said Mr Hazare.

However, not all multiplexes raise prices for the same movies. While INOX raised their prices for Kabhi Alvida Na Kehna, PVR kept their usual price for the same movie, but raised prices for Fanaa and Krrish.

"At the moment how we decide is basically by relying on our gut feeling as well as reactions taken from patrons through our feedback forms," said Mr Hazare.

Upcoming movies that are expected to have higher rates are Don, Lage Raho Munnabhai, Umrao Jaan and Eklavya.

"In Delhi, the price cannot increase beyond a certain point. In Mumbai, there is more flexibility when it comes to pricing, therefore we will continue to experiment with pricing," said Mr Saxena of PVR.

Even with these rates, black marketers are able to flourish, as movie buffs are willing to pay that extra bit to watch their favourite films, even if it burns a hole in their pockets.