PVR Popular multiplex chain PVR INOX has introduced dynamic pricing for movie tickets, responding to growing criticism of its pricing strategies.
A company representative confirmed this on Saturday after a user reported fluctuating ticket prices for the movie Twisters.
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The company also launched ad-free content recently, addressing the ongoing decline in footfall after the COVID-19 pandemic.
The representative explained that dynamic pricing offers customers the chance to get tickets at lower rates, but this means prices can change. They assured that no one was overcharged and that the ticket cost was correct at the time of booking.
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It’s unclear if this pricing policy is implemented nationwide or only in certain types of cinema halls. However, social media posts suggest that the policy had been introduced earlier.
A Reddit user shared their experience from earlier this month: “My mom and I went to watch a movie at PVR Global Mall on Mysore Road. The ticket price was 350 rupees on Bookmyshow, but at the counter, they charged us 400. When we asked about the price increase, they said it was due to dynamic pricing. I understand dynamic pricing for flight tickets but for movie tickets?”
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Critics on social media are upset about the dynamic pricing. Some argue that theaters should stop this practice and blame actors, producers, and others for low footfall, which theaters use to avoid accountability.
Others are frustrated with the high cost of movie tickets and snacks, alongside long commercials, calling the experience exploitative.
Earlier this year, a report indicated that PVR INOX’s food and beverage sales grew faster than ticket sales. One post urged the company to cut food prices in half, criticizing the high cost of snacks as ruining the theater experience.
One fan of SRK mentioned experiencing dynamic pricing during the movie Jawan, feeling oddly proud and happy as if they were the producer.
The new dynamic pricing means ticket costs can vary like hotel and airline prices, so a ticket priced at 250 rupees might cost 400 rupees if demand is high.
This move could further challenge the struggling cinema industry, which is already facing tough competition from OTT platforms.
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