Movie ticket pricing in the Telugu States, particularly in Hyderabad, has been a thorny issue for years. Producers favour increases; during big-ticket releases, their persistent efforts to secure hikes from the Government frustrate audience members. "Why do they make films on super-high budgets in the first place?" This is the question thousands on social media ask.
In Hyderabad, multiplex rates touch upwards of Rs 400-500 for star vehicles. The normal price for most movies, as decided by the producer/distributor, is Rs 295. However, most movies don't deserve to charge this much from the consumer.
Telangana exhibitors have made it clear that, from now on, they won't be implementing extra ticket pricing. The first big movie to face a crisis because of their principled (?) stance is Ram Charan's Peddi. The film will be released in theatres on June 4.
While producers are in favour of the implementation of flexi pricing (in Andhra Pradesh and/or Telangana, depending on the possibility and the government's willingness), exhibitor associations are likely to be uncooperative in certain cases.
The audience, however, can hope that a churn has begun. The unprecedented revenue crisis this year is going to bring some positive change with a long-term view. With most single screens inoperational this Summer in Hyderabad, exhibitors seem to be in a 'now or never' mode. Are we going to see ticket rates come down by 30 to 40% in Hyderabad in a few months?
