Multiplex association hits back at KJo: Movie outing costs Rs 1,560 not Rs 10,000

Filmmaker Karan Johar recently highlighted that the cost of a movie outing for a family of four in India is Rs 10,000. Zindagi Na Milegi Dobara director Zoya Akhtar agreed with him about the exorbitant price people pay for watching a film in a cinema hall. Now, the Multiplex Association of India (MAI) has countered KJo’s claims and shared data indicating that the average expense for a family of four at multiplexes is just over one-tenth of what Karan suggested.
In a statement, MAI said, “In 2023, the Average Ticket Price (ATP) across all cinemas in India was Rs 130 per ticket. The country’s largest cinema chain, PVRINOX, reported an ATP of Rs 258 for the fiscal year 2023-24.” It further noted that the average Spend Per Head (SPH) on food and beverage (F&B) at the multiplex’s theatres during this period stood at Rs 132.
Responding to Karan Johar’s claim, MAI stated, “This brings the total average expenditure for a family of four to Rs 1,560 — significantly different from the Rs 10,000.”
Karan Johar, during a roundtable conversation with The Hollywood Reporter India, shared insights from a survey he read and said, “They went to 100 homes, and out of those 100 homes, 90 said they would watch only two films a year (in theatres). This is of an income group that is a massive part of our audience base. They can’t afford it. They may come out on Diwali, or if they hear about a film like Stree 2.”
He added, “Family members said that they don’t like to go to cinema halls because when kids say that they want 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. They said, ‘Our child will point and say he wants caramel popcorn, but we can’t afford it.’ Because the average cost for a family of four can be Rs 10,000. And maybe those Rs 10,000 are not in their economic planning at all.”
Further in its statement, MAI pointed out the different factors that affect movie ticket prices. “Cinema pricing is dynamic and flexible. Prices fluctuate based on factors like location, day of the week, seat type, film format, and cinema format,” read the statement signed by Kamal Gianchandani, President, Multiplex Association of India.
The Multiplex Association also claimed that exhibitors and cinema owners often take measures such as offering discounts and promotions that make cinema outings more affordable, “not just during off-peak times but even on popular days.”