Multiplex chain Mukta A2 Cinemas has introduced a new offer that caps the prices of all food and drinks at ₹99. This move aims to address one of the main complaints from moviegoers: the high cost of food and beverages in theaters.
In a statement on Tuesday, Mukta A2 Cinemas explained that they want to make the entire cinema experience, from ticket purchases to snacks, more affordable. “We believe cinema is a universal entertainment and should be accessible to everyone. It’s not just about offering films at a reasonable price but also making sure food and drinks are affordable,” said Satwik Lele, Chief Operating Officer of Mukta A2 Cinemas.
By capping the price of food at ₹99, the company hopes to make movie outings more enjoyable and less of a financial burden. Lele expressed confidence that this new initiative will set industry standards and encourage more people to come to the cinema.
Growth in Food and Beverage Sales
Multiplexes have been seeing faster growth in food and beverage (F&B) sales compared to ticket sales. For instance, PVR Inox saw a 17% growth in F&B revenue in the March quarter of 2023-24, while ticket sales only grew by 6%.
Theaters have long faced criticism for high food prices, which often deter people from visiting, especially in large groups. Experts also note that while F&B sales don’t carry tax burdens like ticket sales do, the main draw to theaters remains the movies themselves. Girish Johar, a film producer and industry expert, pointed out that, in the long run, successful films are crucial for sustaining other revenue streams like food and drinks.
Disclaimer: The views and investment tips expressed by investment experts on Sharepriceindia.com are their own and not those of the website or its management. Sharepriceindia.com advises users to check with certified experts before taking any investment decisions.
