Recently it was reported that both the forthcoming biggies, Chennai Express and Once Upon Ay Time In Mumbai Dobaara, would come to audiences at a higher price, what with exhibitors deciding to hike ticket rates by more than 20% to cash in on the festive and holiday season.
However, makers of at least one film, Once Upon Ay Time In Mumbaai Dobaara, have expressed concern about penalizing the audience.
"This is an unprecedented move, and a noble one at that," informs our source, while adding, "It is easy to make a noise about a higher box office gross by hiking ticket prices, which is what the strategy appears to be. Only the consumer suffers. However, the OUATIMDmakers are not keen to let down their loyal fans."
"In any case, movie watching has turned into an expensive affair, what with some premium multiplexes hiking the rates of refreshments by over 100% in the year gone by. Add to that exorbitant car parking charges, which means that for even a single entry over a weekend, watching a film costs anywhere between Rs. 600-800," adds another source. He adds, "Gone are the days when a family of four could shell out a princely sum of Rs. 1000 and watch a film. Today in an upmarket multiplex, it costs upwards of Rs. 2500."
Naturally, the team of OUATIMD feels that there should be no increased burden on the audience.
Says an industry source, "There are ways to reach a box office number and it should not be done by increasing ticket prices. If a film is accepted, it will achieve its target over a sustained run. It's not just about garnering everything in the opening weekend."
On being contacted, Akshay Kumar said, "On the occasion of our film arriving on Independence Day, I can't make my audience suffer. It is a holiday for them to come and enjoy the film we've made and then come back again. Hiking ticket rates would only discourage them. That's not how I want to reach out to my fan base. Ekta and I are on the same page; ticket rates for OUATIMD won't be increased."
Kyunki Saas Bhi Kabhi Bahu Thi 2
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