The landscape of movie-watching in India has undergone a significant transformation in recent years, driven primarily by rising costs. The exorbitant prices of tickets and concessions have made frequent theatre trips a luxury for many. In a recent interview, filmmaker Karan Johar shed light on this evolving trend. He revealed that surveys indicate a substantial decline in movie theater visits among average consumers, with many limiting themselves to just two outings per year. This reduction, Johar explained, is a direct consequence of the escalating costs associated with a family outing.
Zoya Akhtar agrees with Karan Johar, calls out theatre chains for exorbitant prices of tickets, food and beverages: “People can’t afford to go to the cinema”
“Because the average cost for a family can be Rs 10,000. And maybe those Rs 10,000 are not in their economic planning at all,” Johar stated in an interview with The Hollywood Reporter India. He emphasized that rising costs have disproportionately affected this particular demographic, which forms a substantial portion of Bollywood’s audience base.
“They went to 100 homes, and out of those 100 homes, 90 said they would watch only two films a year (in theatres). This is of an income group that is a massive part of our audience base. They can’t afford it. They may come out on Diwali, or if they hear about a film like Stree 2,” he said.
The affordability of cinema tickets has become a major factor influencing audience behaviour. Johar observed that people are more likely to venture out to theaters during festive seasons like Diwali or when highly anticipated films like Stree 2 are released. “However, for everyday moviegoers, the cost of concessions often proves to be a deterrent. Family members said that they don’t like to go to cinema halls because when kids say that they want popcorn or something to eat, they feel bad denying them. So they would rather go to a restaurant, where they’re not paying for the ticket; they’re paying only for the food. They said, ‘Our child will point and say he wants caramel popcorn, but we can’t afford it.’ Because the average cost for a family of four can be Rs. 10,000. And maybe those Rs. 10,000 are not in their economic planning at all,” he added.
Zoya Akhtar echoed Johar’s sentiments regarding the impact of rising costs on cinema attendance. She highlighted that the high prices of food and beverages at multiplexes have made it difficult for many people to afford regular movie outings. Beyond affordability, Akhtar emphasized the importance of compelling storytelling in attracting audiences. She noted that people are more selective about the films they choose to see, particularly when their budget constraints limit their options.
“People can’t afford to go to the cinema. They want to go to the cinema. If you’re going to go twice, you’re going to choose what films you want to go to. Even if I want to see Laapataa Ladies, maybe I can’t afford to,” Akhtar explained.
ALSO READ: Zoya Akhtar tells Karan Johar to stop paying male stars exorbitant fees; he says, “When the budget is Rs. 40 crores, you’re asking for Rs. 40 crores?”
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