After the spectacular success of ‘National Cinema Day’, which the industry and the trade celebrated on September 23, there is a newfound zest among producers and exhibitors. On September 23, all cinema halls, including multiplex chains, sold tickets at only ₹75 which resulted in bountiful footfalls.
Reportedly, the number of tickets sold on ‘National Cinema Day” were three times higher than on usual days. The biggest beneficiary was Ranbir Kapoor’s ‘Brahmastra’ – produced by Karan Johar – which earned ₹9 crore nett on its 15th day of release. The footfalls were almost similar to its first day.
After seeing such a stupendous response, the producers decided to keep the prices of the tickets at only ₹100 from this Monday onwards. The moderate ticket pricing is helping ‘Brahmastra’ to sustain after the initial euphoria. Though unlike ‘National Cinema Day, all cinema halls aren’t selling tickets at ₹100. But there are still many multiplexes that have priced their tickets at the stipulated price.
It is important to understand that the pricing of tickets can’t be determined by just one party, whether producers, distributors or cinema hall owners. In many cases, distributors and producers almost coerce owners of cinema halls and multiplexes to maintain a certain price, especially during the first week. Though sometimes, multiplexes and cinema owners act on their own and determine the prices if no new or big movie is playing at their theatres.
Directed by Ayan Mukerji, ‘Brahmastra’ till now has garnered approx. ₹240 crore nett (all languages) in India. There are speculations that part two of the ‘Brahmastra’ franchise will soon be announced after the success of part one.
Made at a budget of ₹400 crores, the part one might not be able to recover the complete cost, but the trade is happy with the collections as, after a long time, a large number of people flocked to cinema halls to watch a Bollywood movie.
Many exhibitors and producers are now toying with the idea of rationalising ticket prices to attract more people to cinema halls.
The next big release is Hrithik Roshan’s ‘Vikram Vedha’ which is hitting the screens on September 29. A remake of a Tamil movie, the movie also stars Saif Ali Khan.