The well-known cinema company PVR INOX has responded to mounting criticism of its pricing policies by introducing dynamic pricing for movie tickets. After a customer claimed that the cost of Twisters tickets was shifting, a corporate official verified this on Saturday.
 
In response to the continuous decrease in foot traffic following the COVID-19 outbreak, the firm also recently introduced ad-free content. According to the spokesperson, dynamic pricing allows customers to purchase tickets at a discounted price, but it also implies that prices are subject to fluctuate. They guaranteed that the ticket price was accurate when it was booked and that no one had been overcharged.

It's unclear if this price scheme applies across the country or just to particular kinds of movie theatres. Posts on social media, however, seem to indicate that the policy was first established earlier. An anecdote from earlier this month was posted on Reddit: "My mum and I went to watch a movie at PVR Global Mall on mysore Road." On Bookmyshow, the ticket cost 350 rupees, however the counter staff charged us 400. They claimed that dynamic pricing was the cause of the price rise when we enquired about it. I can deal with changeable pricing on airline tickets, but what about cinema tickets?
 
The fluctuating pricing is upsetting social media critics. Theatres utilise poor attendance as an excuse to evade accountability, but some suggest that they should discontinue this practice and place the blame on performers, producers, and other parties. Others consider the experience exploitative due to the exorbitant cost of movie tickets, food, and lengthy ads.
 
According to a study published earlier this year, PVR INOX's food and beverage sales increased more quickly than ticket sales. One remark criticised the excessive cost of refreshments as detracting from the theatre experience and encouraged the business to lower food prices in half. During the film Jawan, a fan of SRK talked about witnessing dynamic pricing and feeling strangely joyful and proud, almost like they were the producers. A ticket advertised at 250 rupees may cost 400 rupees if demand is strong, according to the new dynamic pricing system, which allows ticket rates to fluctuate like hotel and airline fares.
 
 


 
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G GOWTHAM

25/07/2024 11:33 AM