It's no secret that beside the impact of OTT platforms, high ticket prices and costly popcorn have contributed to a decline in footfalls at theaters.
Many producers have openly acknowledged these challenges in interviews and press interactions.
However, so far, meaningful steps have been limited.
In contrast, ETV Win is adopting an experimental yet audience-friendly approach when it comes to ticket and F&B (food and beverage) pricing.
Earlier, they introduced 99 rupee tickets for their theatrical releases.
Now, for their March 6 release *Sampradhayani Suppini Suddhapoosani*, starring Shivaji, they are once again trying to attract family audiences.
They have introduced a combo offer of 499 rupees, which includes four tickets and a large popcorn for single screens.
The same offer is available in multiplexes for 799 rupees.
This initiative makes going to the theater more affordable for families while also providing added value through inclusions of refreshments.
It’s encouraging to see at least a few players experimenting with new pricing models.
Although popcorn pricing is usually under the control of exhibitors, such collaborative efforts suggest that practical solutions are indeed possible when there is a strong intention.
Interestingly, when ETV Win offered 99 rupee tickets for *Raju Weds Rambhai*, another film starring Priyadarshi, released on the same day at regular prices, industry insiders noted there were concerns that the discounted pricing could negatively affect the footfalls for the other film.
In some instances, situations arose where exhibitors had to pay the full price, while audiences were offered tickets at a discount.
In conclusion, such experiments open up constructive discussions.
A gradual shift towards dynamic pricing and more intelligent F&B strategies could help increase footfalls, particularly for small and medium-budget films, and make cinema a more inclusive experience for families.