For multiplexes, payment platforms are box-office hits

Tie-ups with payment platforms such as Paytm, Citus Pay, JustDial and BookMyShow are proving to be a box-office hit for multiplexes, including PVR, Inox, Cinépolis and Carnival.

Not just because such collaborations help them go paperless in their ticketing, but also because they help them procure useful data on consumer behaviour.

“Online ticketing revenue accounts for 40-43 per cent of tickets sold. Consumer behaviour patterns are changing, so we are tying up with multiple payment platforms,” Kamal Gianchandani, Chief of Planning,, PVR Ltd told BusinessLine

In addition to revenue, he added, these e-commerce payment platforms “help us get huge data on consumer. So from a data-poor company, we have become a data-rich entity.”

Industry sources say several standalone cinemas, too, are looking to associate with fintech firms to go paperless and introduce QR-coded systems as the penetration of smartphones increases.

Under current rules, however, cinema owners are required to go by printed tickets in order to get an estimate of box-office collection. Sources say the industry has made representations to the government to be allowed to replace paper tickets with online reports of tickets sale.

By some estimates, online ticketing is growing at 25-35 per cent a year.

Gianchandani said that in 2013, online ticketing accounted for less than 15 per cent of revenue. “In just three years, it has increased to 43 per cent. We expect it to grow at a brisk pace,” he said. PVR, the largest multiplex operator, has also introduced Quick-Tix to an updated PVR app.

Mexican chain Cinépolis recently tied up with Paytm to expand its consumer entertainment avenues. Under this, Paytm unsers can book their movie tickets across over 235 Cinépolis screens.

Devang Sampat, Business Head – Strategy, Cinépolis India, acknowledges that tying up with e-commerce players had helped the company expand its reach. “At least 36 per cent of our bookings come from online platforms. It is the fastest-growing platform as consumers look for convenience in bookings,” he notes.

INOX Leisure, too, has a tie-up with Paytm to sell movie tickets. Alok Tandon, CEO, Inox Leisure, said, “In the current technology-driven ecosystem, it is important to innovate in order to stay ahead of the curve. This alliance with Paytm will provide convenience to our audience at their fingertips.”

The movie ticketing market in India is estimated at $2 billion, and growing 10 per cent annually. The online movie ticketing market accounts for only about 15 per cent of this.

Renu Satti, VP, Paytm, said in a statement, “The launch of movie tickets on Paytm is in line with our overall strategy of bringing more and more payment use cases online. When it comes to entertainment, it goes without saying that online movie ticketing wins the race. With INOX’s strong presence across the country, we aim to offer multiple alternatives to our cinema lovers.”

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