Movie parties at home are a unique experience in itself – you have good food and many times, good liquor to give you company. However, what if you get that experience in a movie theater? It might be hard to imagine alcohol being served in a public space like a movie theater, however, PVR Inox, the multiplex giant is eyeing to serve alcohol in select premium theaters in Bangalore and Gurugram. Here’s more information about that.
PVR Inox Might Soon Serve Liquor In Its Premium Theaters
A hearty glass of alcohol can elevate your movie-viewing experience and PVR Inox has certainly realized it. The multiplex giant is in talks to secure licenses to serve alcohol in select premium theaters in markets like Bangalore and Gurugram. This move to serve alcohol comes amidst reports of dwindling footfalls in the multiplex chain. PVR Inox has long been one of India’s leading multiplex chains and is known for its premium cinematic experience. Be it in terms of the food, ambiance, movie screen, audio systems, or the overall experience of watching a movie, PVR Inox has carved its own niche in the Indian movie market.
However, the multiplex giant is facing an increased downfall in the number of people turning up to its theaters. There are plenty of reasons being cited for such dwindling numbers, and to tackle it, PVR Inox is eyeing to secure alcohol licenses. Once it receives a license to serve alcohol, PVR Inox plans to offer alcoholic beverages to patrons in high-end formats such as Director’s Cut.
Reasons Why Theaters Are Seeing A Loss In Audience
Better Content And Access To OTT Platforms
A major reason why many people are resorting to staying at home instead of showing up to theaters is the undisputed rise of OTT platforms. Platforms like Netflix, JioHotstar, Amazon Prime Video, and others are consistently churning out quality content in the form of web shows and films. These platforms are accessible to all, thanks to affordable subscription fees and content available in almost all major Indian languages.
Plus, there are captions and dubbed versions that make the content even more accessible and convenient. Recent theatrical releases, at least in the Hindi film industry, have been quite disappointing and downright forgettable. If the audience is getting access to high-quality content right at the comfort of their homes, why would they step foot into a theater to watch a mediocre film marketed on a heavy budget?
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Increased Ticket Prices
Another major reason for dwindling footfall in movie theaters is the increase in ticket prices. Not everyone can afford to pay monthly subscription fees to the hundreds of OTT platforms, which is why many people still choose to go to theaters. However, with ticket prices skyrocketing, it is impossible for such people to get access to good quality content.
An average movie ticket today can cost anywhere between INR 200 to INR 600 (and even more) depending on the kind of movie and movie theater you select. Even if a family of four decides to watch one movie per month, that can cost them anywhere between INR 800 and INR 2400 (excluding taxes) just on the movie tickets. And we haven’t even added other prices like convenience fees, popcorn or snack prices, and transportation costs to get to the movie theater. Overall, the rise in the price of movie tickets is becoming an expensive affair, ultimately demotivating many from showing up to theaters.
Rising Concessions Fees: Popcorn, Drinks, Etc
Many theater chains notoriously hike up prices of food and beverages at their establishment. This is the counter where you get all your delicious popcorn, club soda, and other snacks. Most of these products have high profit margins, meaning they are made at a low price and sold at a much higher price.
If you go to any movie theater, you’ll almost certainly find popcorn tubs, combo meals, and other foods selling at exorbitant prices. You can get the same food item outside at a much lower price, however, movie theaters hike up these prices for more profits. If you add these prices to the ticket prices, an average movie night for a family of four can easily cost anywhere between INR 3000 to INR 4000 – and the price can go even higher if the family decides to watch the movie in a more premium format such as 3D, 4DX, or IMAX.
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PVR Inox Serving Liquor: A Topic Of Debate
While PVR has slashed down its food prices, the topic of the multiplex chain serving liquor is up for a hot debate. Many have criticized the decision, stating that introducing liquor in movie theaters could raise safety concerns and the sanctity of the shared cinematic experience many cherish. There are also concerns that this move might make family-going audiences and female moviegoers uncomfortable.
The Indian drinking culture is starkly different from that of the West, and the introduction of alcohol in a space like movie theaters can make the situation worse. Moreover, even with strict ID checks and monitoring, one cannot deny chances of disruptive behavior, especially by men.
Summing Up
The decision to introduce alcohol in premium locations of PVR Inox is still pending, however, there are valid concerns looming over this proposal. The move will likely be expensive as well as exclusive, further making the experience more catered towards an elite movie-going audience. What do you think of this move?
