The landscape of movie-watching in India has shifted considerably in recent years, largely because of escalating ticket prices and the steep costs of food and beverages at cinemas and multiplexes. In a recent interview, filmmaker Karan Johar noted that research shows the average moviegoer now visits theaters only twice a year.

“This is of an income group that is a massive part of our audience base. They can’t afford it. They maybe come out on Diwali, or if they hear about a film like Stree 2. Family members said that they don’t like to go to cinema halls, because when kids say that they want a popcorn or something to eat, they feel bad denying them, so they would rather go to a restaurant, where they’re not paying for the ticket, they’re paying only for the food. Because the average cost for a family can be Rs 10,000. And maybe those Rs 10,000 are not in their economic planning at all,” said the director.

In 2023, ticket prices for Shah Rukh Khan’s Jawan soared to Rs 2,400 on the ticket aggregator platform BookMyShow, while Christopher Nolan’s Oppenheimer had tickets priced at Rs 2,450.

The theatre owners have backed Karan Johar’s comments, providing various justifications.

Cinema operators are now leveraging advanced digital technologies to enhance audience engagement and refine pricing strategies, as highlighted by the Multiplex Association of India (MAI) in response to recent statements from filmmaker Karan Johar.

On Wednesday, the MAI voiced its endorsement for “dynamic and flexible” cinema pricing, which fluctuates based on factors such as location, day of the week, seating type, film format, and cinema type.

According to a statement from MAI President Kamal Gianchandani, the average ticket price (ATP) for cinemas across India is currently Rs 130 per ticket.