Movies at Rs 99 on May 31: PVR Inox and other cinema halls offer discounted tickets on ‘Cinema Lovers Day’

In response to a slump in movie releases and a subsequent decline in audience turnout, cinemas are rolling out discounted ticket prices in a bid to bolster sales. Multiplexes and single-screen cinemas are collaborating to offer movies at Rs 99 on May 31, designated as Cinema Lovers Day, across major chains such as PVR Inox, Cinepolis India, and various others.

Movies at Rs 99: Discounted movie tickets across cinema halls

According to Kamal Gianchandani, the head of the Multiplex Association of India (MAI) and CEO of PVR Inox Pictures, this initiative encompasses approximately 4,000 screens nationwide. While premium formats like recliners are excluded from the offer, a vast majority—ranging from 90-95%—of seats will be available at the discounted rate. Moreover, many single-screen theatres, particularly in southern regions, are expected to participate, some even offering tickets at rates lower than Rs 99, possibly as low as Rs 70.

Anticipated impact of the discount

Gianchandani believes that such an offer could serve as a catalyst for the summer holiday season for cinemas. Although the single-day promotion may not significantly alter the overall box office landscape, it is poised to stimulate moviegoer interest as theatres gear up for a season replete with new releases.

Following the scheduled release of significant films like "Kalki 2898 AD" and "Chandu Champion" after May 31, Gianchandani anticipates a revival of the Hindi film industry. He projects a more robust performance in the second quarter of FY25, with expectations that the latter half of the year will outperform the former in box office revenue.

Expected audience response

The initiative is expected to attract a broader audience demographic, particularly families who may have found cinema outings financially prohibitive due to high ticket prices. Furthermore, with the current summer season coinciding with school vacations, the offer presents an attractive indoor activity option for families seeking respite from the scorching weather.

Gianchandani projects a surge in occupancy rates, estimating figures to reach as high as 70-80%, with youths constituting approximately 50% of footfalls and families comprising 25-30% of the audience.

A look back: Previous success

A similar initiative in 2022, during National Cinema Day, witnessed impressive sales figures exceeding 6.5 million tickets. Movies such as "Brahmastra Part One: Shiva," "Chup," "Avatar," "Dhokha: Round D Corner," and "Boyz 3" were screened at cinemas offering tickets at Rs 99. National Cinema Day commemorated the reopening of cinemas following the Covid-19 pandemic-induced closure.

Movies showcasing on Cinema Lovers Day

The upcoming event will showcase a roster of successful films, spanning from "Srikanth" and "Mad Max" to a wide array of Tamil, Telugu, and Malayalam movies. Furthermore, the highly anticipated releases of "Mr & Mrs Mahi" and "Chhota Bheem and the Curse of Damyaan," set to premiere on May 31, are expected to attract audiences to cinema halls.