Thursday, November 3, 2016

FLEXI CINEMA TICKET PRICES - NEED OF THE HOUR

My article in Dinathanthi Next tomorrow (4th November 2016). Do check out.

There is lot of hue and cry about the impending hike in the prices of cinema tickets among a section of audience. But what they refused to see is the current ticket prices in Tamil Nadu (of maximum Rs.120 in a multiplex, Rs.95 in a miniplex/single screen a/c and Rs.40 in a non a/c theatre) were fixed on 1st January 2007 by TN Government, which is 9 years ago. While the prices of every consumer product, eatable, petrol, diesel and even the liquor sold in TASMAC were hiked by more than 100% in these 9 years, only cinema tickets are restricted by the Government, which is affecting the growth opportunity of the film industry. 

Movie tickets for a high budget film with a top artiste in North India is sold for a minimum of Rs.300 to maximum of Rs.500/- in most multiplexes first 3 days, which is bringing in huge revenue to Hindi films. The same is the scenario in Karnataka where the multiplexes charge between Rs.250 to Rs.300/-. Kerala government has completely moved away from fixing any ceiling to the ticket prices and allowed free ticket pricing by the theatre owners with a requirement to pay entertainment tax. Multiplexes there are charging between Rs.250-500/-. Andhra and Telangana Governments also follow Kerala, which has brought in good growth in the revenues of these film industries.

Why the Government in TN is fixing the ticket prices and also the number of shows, which are against free trade practice? The reason emanates from the tax exemption, which is given to Tamil cinema for over 10 years now, earlier just to keep the title in Tamil and now for ‘U’ certified films. As the film industry is enjoying the tax exemption, the Government considers it as a beneficiary, which should serve the society by offering tickets at low prices. What the Government forgets to remember is only in a ration shop, the rates are fixed for consumables like sugar, rice etc. The same products when bought outside, the prices are higher by 50 to 100%. Government offers only limited quantity to the consumers through ration shops due to subsidized prices. But, when it comes to cinema, where the option of consuming films is not restricted to the audience, the ticket prices have been fixed is a contradiction!

To benefit larger public, the Government can fix a ceiling on the ticket prices, taking into consideration the increase in the cost that took place in the last 9 years, say Rs.200/- for all cinema halls across the state. Within that, the theatre owners can be allowed to fix the ticket prices depending on the demand and show timings. The film industry does not need any tax exemption, which is actually limiting creativity and forcing compromises to obtain ‘U’ certification from censor. The Government can charge a uniform tax on the film tickets and allow the theatres to fix the ticket prices based on the demand. In the same way, the Government can de-control the number of shows and allow as many shows from morning till 2 a.m. and let the theatres run the shows depending on the demand.

The flexi ticket pricing brings in price dynamics to the sale of tickets. For first three days, hard core fans, who are willing to pay these ticket prices, shall view the film. The others, who cannot afford, can wait until Monday or Tuesday and when prices are reduced, watch in theatres at lowest possible prices ranging from Rs.60 to Rs.100/-. In Mumbai, a movie ticket, which was sold for Rs.500/- on Friday night, sells at Rs.90 on Monday morning 11 a.m show.  This plan will benefit the people who wish to watch in a multiplex at lowest cost. Flexi ticket pricing will also enable the theatres to charge low for a small budget film and attract more audience. Free trade must be encouraged in every field, including cinema. 

As regards the naysayers that increase in ticket price will lead to increase in piracy, which is already rampant, increase in the prices of any of consumable (including liquor) has not diminished the demand and hence hardcore movie viewing in theatres shall continue as it is in rest of the country, where the ticket prices are much higher.