An excerpt from the article.
On the revenue front
Mahajan, the general secretary of the Motion Pictures Association, fondly talks of times when films returned for several re-runs. He has been testing the interest of the public in smaller centres by releasing money spinners of the 1980s and 90s with moderate success. Last week, he says, Govinda’s Aankhen (1993) made ₹1 lakh in a week in three single theatres in Agra despite heavy rain outside and Stree 2 in multiplexes. “We have been advising multiplexes to re-release old films but they would not listen. In corporate culture, that has taken over the film exhibition business, the personal touch doesn’t matter. They have realised the value of the maxim old is gold on their own after suffering a dip in business.”
While the distributor’s share of revenue is 50% for new releases, it is 30% for previously released films. But Mahajan says his fraternity sees this as an opportunity to add a few more lakhs without spending anything on publicity.
As tickets for older films are more modestly priced, they are proving to be a more affordable entertainment option for families. This has given multiplex chains a tactical insight into the spending pattern. A lesser-ticket price can bring more numbers. This has already been reflected in the surge in occupancy to 60-70% on National Cinema Day where ticket prices were as low as ₹99. Recently, for the first time, PVR INOX slashed ticket rates for a weekend with tickets priced at ₹99 on Friday and ₹199 on Saturday and Sunday. Mr. Gianchandani says it is an attempt to target specific segments of society. “We want to bring in people who have not been to theatres for a long time and encourage families to come back.” More families mean more food and beverage business. It goes without saying that it is the money spent during the interval that keeps the show running.
comment:
p_commentcount