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Friday, Sep 20, 2019

Chalo cinema: Cineplexes juggle prices

Wave East End Mall which lead the price race, with tickets priced at Rs 120, some time back is out with a new break-up, reports Deep Saxena.

lucknow Updated: Apr 08, 2007 05:56 IST
Deep Saxena
Deep Saxena

Call it competition, lean period, Board examinations or World Cup — Cineplex visitors are the biggest gainers. The city malls have reduced their prices to reach out to maximum number of viewers.

Wave East End Mall which lead the price race, with tickets priced at Rs 120, some time back is out with a new break-up. The minimum and maximum price for seats earlier priced at Rs 80 and Rs 200 have now been brought down to Rs 60 and Rs 150 for classic and gold lounge respectively.

“Based on the feedback we have divided our audi in two sections—classic and premium. Earlier, people were uncomfortable paying the full price and ending up sitting in the front row. Now, both the classes are differently priced. Moreover, we have removed the premium weekend rates,” said manager operations Dheeraj Sharma.

“Exams and the World Cup schedule make this a lean period. Moreover, less movies are scheduled for this period which makes the price factor important,” he added. The price equations changed with the arrival of Fun Cinemas which started in a novel way by dividing the audis in silver and gold lounge with an introductory price of Rs 60 and Rs 80 throughout the week.

“Now, we are back to the traditional mall pricing Rs 80 and 100 on weekdays while weekend prices further more. But, to provide equal opportunity to all we have kept Rs 50 and Rs 70 pricing on weekdays before 1 pm,” said Fun Cinema business & operation manager Mark Amar.

But, the malls are not set for a price war. “At top management level there is a strategic understanding of ticket pricing. This is very important because of our whopping overheads,” he said.

PVR too is offering new pricing schedule and it working on further changes. “We have classified the shows in three categories. Before 1 pm, from 1 pm to 7 pm and post 7 pm. The prices have been accordingly classified with a minimum of Rs 50 and maximum of Rs 120,” says marketing manager Nityananad Singh.

And he has a reason for the categorisation. “The first schedule targets college students, then the post-1 pm shows for those who can watch movies in daytime and final schedule with premium price for family audience,” he added.

But, is the city theatre also feeling the ripples. Says Novelty Lalbagh manager Rajesh Tandon: “We have reduced our balcony price from Rs 80 to Rs 70. But, we don’t compete with the multiplex. We have a different audience. But, our balcony class has certainly hit upon. However, the price change is more because of the lean phase.

First Published: Apr 08, 2007 05:53 IST