With multiplexes hiking ticket rates for SRK and Devgn's big films by 25 percent, Diwali may lose its sparkle for the common man
This festive season, if choosing between the two big budget releases Jab Tak Hai Jaan and Son Of Sardar isn't enough, filgoers will also have to shell out 25 per cent extra to watch their film of choice. Mirror found out that multiplexes have hiked the ticket prices for the two films and now they will cost as much as Rs 500 per stub.
The hike in ticket prices for big films isn't a new phenomenon. During Eid this year, ticket prices were raised for Salman Khan's Ek Tha Tiger. Interestingly, producers Yash Raj Films had at that time expressed their displeasure at the pratice followed by theatre owners.
On August 16, around ten days after Salman-Katrina starrer hit the theatres, the production house dispatched letters to multiplexes and even single screens,ordering them to reverse the rates with immediate effect. YRF had confirmed then that both Yash and Aditya Chopra feel the current hike in ticket rates of the film is not fair on the common man. And yet, three months down the line, their next big release Jab Tak Hai Jaan has fallen prey to the same price-hikey policy.
When contacted, YRF spokesperson maintained, "Big ticket films releasing during festive seasons do see a hike in rates and this has been the norm over the years. However, in all instances,exhibitors do roll this back at their disccretion, usually within a few days of the festival period getting over and the same would hold true in this instance."
As for the ticket prices, Cinemax and Fun Cinemas told us that the price hike for JTHJ and SOS is as much as it was for Ek Tha Tiger. However, trade analyst Taran Adarsh said, "I don't know the exact figures but I think the rates are higher than they were during Ek Tha Tiger. The theatres are definitely cashing on the hype surrounding the two big projects." In fact, a visit to PVR Cinemas (Juhu) on Sunday afternoon confirmed Taran's doubt.
Needless to say, the janta isn't too pleased.
According to 42-year-old Sanjay Telang, an Income Tax Senior Executive, "Despite my passion for Hindi films. Multiplexes are taking advantage of the festive season. But I wouldn't troop into a single screen either. Primarily because the picture and sound quality there is not up to the mark."
'At Rs 500 per stub, multiplexes are the new black marketeers in town, say trade experts
Lokhandwala resident Aashna Arora,25, isn't happy with the price hike either. "It would simply make people think twice before racing to the ticket window," she said.
Reacting to the steep price hike, trade analyst Amod Mehra said, "Balck marketing has stopped in most theatres. Multiplexes are the new black marketeers in town."
Meanwhile, most single screen theatres have decided to maintain their ticket prices as is. For instance, Manoj Desai, owner of Gaiety-Galaxy told us, "I have never hicked ticket prices. I am not doing it this time either. So what if two big films are released on the same day? Multiplexes believe in gaining maximum profit in the initial two or three days. I want to sustain the films.
According to Mehra, the price hike by multiplexes may affect the films fails to click with the audience, there will be negative word of mouth.And the condemnation will be directly proportional to the price a viewer paid to watch the film.It's simple logic," he said."
Eros International (the distributor for So Of Sardaar) remained unavailable for comment.
This festive season, if choosing between the two big budget releases Jab Tak Hai Jaan and Son Of Sardar isn't enough, filgoers will also have to shell out 25 per cent extra to watch their film of choice. Mirror found out that multiplexes have hiked the ticket prices for the two films and now they will cost as much as Rs 500 per stub.
On August 16, around ten days after Salman-Katrina starrer hit the theatres, the production house dispatched letters to multiplexes and even single screens,ordering them to reverse the rates with immediate effect. YRF had confirmed then that both Yash and Aditya Chopra feel the current hike in ticket rates of the film is not fair on the common man. And yet, three months down the line, their next big release Jab Tak Hai Jaan has fallen prey to the same price-hikey policy.
When contacted, YRF spokesperson maintained, "Big ticket films releasing during festive seasons do see a hike in rates and this has been the norm over the years. However, in all instances,exhibitors do roll this back at their disccretion, usually within a few days of the festival period getting over and the same would hold true in this instance."
Needless to say, the janta isn't too pleased.
According to 42-year-old Sanjay Telang, an Income Tax Senior Executive, "Despite my passion for Hindi films. Multiplexes are taking advantage of the festive season. But I wouldn't troop into a single screen either. Primarily because the picture and sound quality there is not up to the mark."
'At Rs 500 per stub, multiplexes are the new black marketeers in town, say trade experts
Lokhandwala resident Aashna Arora,25, isn't happy with the price hike either. "It would simply make people think twice before racing to the ticket window," she said.
Reacting to the steep price hike, trade analyst Amod Mehra said, "Balck marketing has stopped in most theatres. Multiplexes are the new black marketeers in town."
Meanwhile, most single screen theatres have decided to maintain their ticket prices as is. For instance, Manoj Desai, owner of Gaiety-Galaxy told us, "I have never hicked ticket prices. I am not doing it this time either. So what if two big films are released on the same day? Multiplexes believe in gaining maximum profit in the initial two or three days. I want to sustain the films.
According to Mehra, the price hike by multiplexes may affect the films fails to click with the audience, there will be negative word of mouth.And the condemnation will be directly proportional to the price a viewer paid to watch the film.It's simple logic," he said."
Eros International (the distributor for So Of Sardaar) remained unavailable for comment.
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