Audiences go 'GRRR'

The back-to-back success of Gangubai Kathiawadi and The Kashmir Files has brought cheer in the exhibition industry. Theatre owners are hoping that the momentum will get a further boost with the release of SS Rajamouli's RRR, one of the biggest movies of the year. With cinemas having opened the advance booking of the Ram Charan, Jr NTR and Alia Bhatt-starrer, it has revealed a worrying trend - ticket prices for prime shows at premium multiplexes in metros have sky-rocketed to Rs 700 and upwards. While 2D shows have been priced between Rs 300 and Rs 500, the rates go further north for 3D shows.

Won't the rates deter the audiences who have only begun returning to theatres after the pandemic? Trade analyst Taran Adarsh agrees that affordable prices would be an incentive for viewers. "But the trend is to increase the pricing, especially with an event film like RRR. There is a lot of expectation riding on this film. Even the makers want to recover their investment." He adds that it remains to be seen whether the audience will shell out big bucks. "It all depends on the content. People spent R1,000 per ticket to watch Spider-Man: No Way Home [2021]."

SS Rajamouli

One notices that the trend is restricted to multiplexes in prime locations. Gurmeet Singh Seble of Seble Cinemas in Delhi points out that single-screen tickets are being sold in the range of Rs 100 to Rs 300. "Revising rates [in multiplexes] was a call taken internally [to cover] the wages and electricity bills. The prices have seen a 25 per cent increase in the past two months. Gangubai tickets were sold at R350 to R450; these exclude the 3D, IMAX and gold class shows." Admitting that the revised rates are "killing the industry", he says, "Bachchhan Paandey suffered because of these expensive rates."

Yay or nay?

The audience appears divided over the hike in ticket rates. Prashant Mayadharan, an Andheri banker, told mid-day, "We are struggling to reach normalcy. At this point, a sudden hike in ticket rates is not fair. Despite being a fan of Rajamouli, I wouldn't want to spend extra money in theatres." Talent acquisition manager Prerna Siddharth said, "Rajamouli offers visual effects that no other filmmaker can. It will be worth the money."