Dynamic Ticket Pricing in Cinemas Leaves Moviegoers Annoyed
Popular multiplex chains PVR and INOX have recently introduced a dynamic ticket pricing strategy, causing ripples across the movie-goer community. This change means that ticket prices can vary based on demand, which is an unfamiliar concept to many cinema enthusiasts. Reactions have been swift and largely negative, with many expressing their displeasure on social media platforms.
Why Dynamic Pricing? The Cinema Chains Explain
The dynamic pricing system has been designed to allow customers to purchase tickets at a more “lucrative rate” during less busy times. A representative from PVR explained:
“We have come up with dynamic pricing to give our customers the added benefit of getting tickets at a lucrative rate. Hence, the prices can fluctuate. Let me assure you that you weren’t overcharged and that the per-ticket cost was indeed at the time of booking.”
While the intention might be to offer more attractive prices during off-peak hours, customers have voiced concerns that they’re sometimes paying more than expected. So far, the companies have not clearly outlined if this pricing policy is across India or limited to certain cinemas.
Reaction on Social Media: Mixed and Heated
Social media platforms have been abuzz with reactions. One user on X (formerly known as Twitter) flagged an unusual fluctuation in his movie ticket price, sparking a conversation about the fairness and transparency of dynamic pricing.
"PVR is so cooked. Their movies are tacked on with 20 minutes of commercials. Movie tickets start from 350 a pop. A regular bucket of popcorn + regular Pepsi would cost 800 bucks. And now dynamic pricing?! Then these suckers cry about state of Indian cinema,"Another user shared their experience from a visit to PVR Global Mall, Mysore road, where they found a significant difference in the ticket price quoted online versus at the counter:
“My mom and I came to watch a movie in PVR (Global Mall, Mysore Road). When I checked the ticket prices, it was 350 on BookMyShow. When we went to buy the ticket at the counter, they charged us 400. When asked for the price increase, they quoted that it was dynamic pricing. Since when did they start this? I understand dynamic pricing for flight tickets and all…but movie tickets?”
The Response from the Cinema Chains
Both PVR and INOX are justifying their new pricing structure, claiming it’s aimed at benefiting customers by offering variance depending on real-time demand. However, many patrons feel this approach, familiar in other industries like airlines, doesn’t suit the cinema-going experience.
The controversy has pushed some users to advocate for industry insiders to speak up against this strategy. One post on X suggested:
“This hoodwinking of the public by theatres will stop if actors, producers, crew, critics, everyone speaks up against it because they’re the ones who get blamed for less footfalls by the theatres to sidestep being accountable.”
Impact on Movie Experiences
Adding to the dynamic pricing dilemma, PVR and INOX have also faced criticism over the cost of food and beverages, which many argue is exorbitant. Despite the chains’ attempts to mitigate consumer dissatisfaction by introducing discounts and offers, public sentiment appears strained.
According to a Moneycontrol report earlier this year, the theater chains saw their food and beverage business growing faster than box office ticket sales. However, the inflated F&B prices continue to frustrate viewers:
“It’s not the ads, but the absolutely ridiculously priced popcorn and food that has ruined my PVR theatre experience! Feels like extortion. Slash all food prices by half!”
Public Sentiment Amid New Pricing Structures
The public’s reaction underscores a broader issue within the entertainment industry: how to balance profitability with customer satisfaction. While PVR and INOX aim to maximize revenue through dynamic pricing, the challenge lies in preventing the alienation of loyal movie-goers who view cinema as an affordable, communal experience.
It remains to be seen whether PVR and INOX will adapt their strategy in response to the mounting criticism or stick with dynamic pricing. Until then, the cinemas may continue to face backlash from patrons who simply want a straightforward, enjoyable movie night without hidden costs.
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Divya 
Mehek