In the post-Covid world, as societies reclaim their freedoms and privileges, one activity that has often remained an indulgence is going to the movies. Amidst the excitement of regaining this cinematic experience, one prominent individual took to social media to express his frustration over the underwhelming and overpriced experiences at different movie halls. Rohan Joshi, YouTube and A.I.B co-founder, vented on Instagram about the subpar experiences he encountered despite spending exorbitant amounts on movie tickets.
The resurgence of moviegoing has also highlighted issues within the industry, particularly regarding the accessibility and quality of the experience. Rohan Joshi posted a publicized rant about the state of movie theaters and their pricing strategies in Mumbai. His revelations about spending thousands of rupees for lackluster experiences resonated with moviegoers across the city.
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However, it`s not just the movie ticket prices that have raised eyebrows. A bizarre incident that went viral on social media further fueled the public`s discontent with exorbitant costs in various industries. A photo emerged showing a bill for popcorn and Pepsi at a movie theatre`s concession stand priced at an unbelievably high amount. The viral picture sparked outrage and disbelief, prompting people to question the fairness of pricing in such establishments.
Rs 460 for 55gm of cheese popcorn, Rs 360 for 600ml of Pepsi. Total Rs 820 at @_PVRCinemas Noida.
That’s almost equal to annual subscription of @PrimeVideoIN.
No wonder people don’t go to cinemas anymore. Movie watching with family has just become unaffordable. pic.twitter.com/vSwyYlKEsK
— Tridip K Mandal (@tridipkmandal) July 1, 2023
In response to the public`s discontent and increasing competition from streaming platforms, PVR has taken the initiative to rectify the situation. They have started revising their pricing models to make the experience more affordable and inclusive. The goal is to attract a broader audience, not just the elite few who can afford luxury movie nights.
As the dust settles on Rohan Joshi`s rant and the viral bill photo, the movie theatre industry is at a crossroads. The responses from some theatres in reducing prices demonstrate a willingness to evolve and cater to a wider audience. It remains to be seen how this shift will be received by the public and whether other cinema chains will follow suit.
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