Websites had started pre-bookingshows a month before Salman Khan's much-awaited Eid release “Ek Tha Tiger” wasscheduled to hit the theatres on August 15. And now, TOI has learnt that mostmultiplexes have decided to hike the ticket prices by as much as 12-16 percent.
Pricing tickets higher for certain films or during special occasions likeDiwali and New Year is not uncommon. In fact, earlier Salman releases “Ready” and “Bodyguard” had been priced higher than regular rates. However, a12-16 percent hike is unprecedented.
Explaining the hike, an insider said, "Most multiplexes rolled back theticket prices (ref. Mirror, May 3, 2012) a few months ago. So, a 12-16 percenthike will come out to be about Rs 20. Which is fair. After all it is thefestive season. People are willing to shell out extra money for a Salman filmespecially during Eid. The multiplexes have taken this decision after a lot ofresearch."
Confirming the development, Anand Vishal, Head of Operations, Fun Cinemas toldus, "Nationally, the price will rise by about Rs 20 per ticket. After allit is a premium product. This kind of thing is done during festive seasons. Andtoday Salman films demand higher premium than before."
The price hike will however, not be the same in every theatre. Areas wherethere is more than one multiplex, will see a 12 percent hike in ticket price.While areas, with fewer theatre options will see as much as a 16 percent rise.And this will apply to all major cities in the country.
Harshavardhan Gangurde, Vice President (Marketing), Inox Cinemas said, "Wehaven't decided the exact amount by which we shall raise the ticket price. Butwe will soon. “Ek Tha Tiger” isa blockbuster."
And his thoughts are reiterated by several other theatre owners who haveallocated as much as 95% of the shows for the YRF film. Vishal confirmed thatas far as Fun Cinemas is concerned, "At least 90 percent of the shows havebeen allocated to “Ek Tha Tiger”."
However, most single screens have decided to maintain the ticket prices. Like,for one, Manoj Desai, owner of Gaiety-Galaxy, told us, "I have never hikedticket prices. I am not doing it for “EkTha Tiger” either. But I must tell you, I have full confidence inthis film."