At a time when several film industry folk and audiences alike are complaining about high ticket prices, national multiplex chain PVR-INOX is offering viewers four films for Rs 349 per month. It could be viewed as a move to increase footfall that has seen a slump after the pandemic. Although theatres had a good year in 2023 with several blockbusters, exhibitors are keen to see packed auditoriums. 

Gautam Dutta, Co-CEO of PVR-INOX, shares that while theatres enjoy high occupancy during the weekends, they have a lot of spare capacity during the weekdays. He says, “We felt that if we take away the friction of prices, then audiences, especially the women, students and senior citizens could visit cinemas during the weekdays.”