Multiplex chains across India have discovered a winning formula to revive midweek cinema attendance through strategic pricing initiatives, with early results from 2025 showing significant improvements in footfalls for mid-budget and non-star films. The introduction of weekly offers such as "Blockbuster Tuesdays" has successfully encouraged audiences to return to cinemas beyond traditional weekend visits.

Strong Performance Metrics Across Major Chains

PVR INOX , India's largest multiplex chain, has reported impressive results from its flexible pricing strategy. According to Gautam Dutta, Chief Executive of Revenue and Operations, the initiative has emerged as a key driver of weekday footfalls and may have generated approximately 22.5 million footfalls by the end of 2025.

Devang Sampat, Managing Director of Cinépolis India, the country's second-largest multiplex chain, highlighted that Tuesday admissions have increased from 9-10% to 15-16% of weekly footfalls. The strategy has successfully reached viewers who may not have been regular moviegoers previously.

Revenue Impact and Audience Expansion

While per-user revenue is lower due to reduced ticket prices and corresponding food and beverage spending, absolute revenue has grown because volume increases more than compensate for the pricing reduction. Sampat emphasized that the primary goal was always to widen the moviegoing habit, and current data suggests this objective is being achieved.

Bhuvanesh Mendiratta, Managing Director of Miraj Entertainment Ltd, noted that families, students, and regular moviegoers who previously preferred weekends are now visiting cinemas mid-week as well. The feedback has been positive because audiences perceive it as a value day rather than merely a discount.

Pricing Strategy Challenges and Limitations

Despite the positive results, industry executives acknowledge several challenges with flexible pricing strategies. Sustainability remains a primary concern, as pricing initiatives are most effective when they expand the audience base rather than simply shifting existing viewers to lower-priced days.

Key Implementation Challenges:

• Ensuring audiences don't postpone visits only for discounted days
• Maintaining careful pricing balance and coordination with distributors
• Sustaining momentum during slower film weeks
• Preventing cannibalization of premium weekend revenue

Rahul Puri, Managing Director of Mukta Arts and Mukta A2 Cinemas, emphasized that pricing strategy doesn't significantly sway viewers or increase occupancy when films haven't found audience appeal over the opening weekend. This reinforces the industry view that content quality remains the most critical factor for theatrical success.

Variable Pricing Structure

The pricing structure is not uniform across the industry, varying based on multiple factors including film type, format, demand, and location. A premium format screening of a major release in a metropolitan area will be priced differently from a weekday show of a mid-budget film in a tier-two city.

Mendiratta noted that the initiative gives exhibitors confidence to explore similar pricing options on non-peak days without affecting the premium nature of weekends and large formats. However, he stressed that content remains the biggest factor, as lower pricing works best when strong, mass-appeal films are in theatres.

Future Outlook and Industry Innovation

The flexible pricing experiment has demonstrated to cinema owners the importance of nimble pricing strategies, as rigid rates do not benefit stakeholders. This realization is potentially paving the way for more pricing innovation in 2026, as the industry continues to adapt to changing consumer preferences and viewing habits.

While the weekly pricing initiatives have strengthened the case for flexible pricing models, industry consensus remains that compelling content must drive theatrical success, with pricing serving as a supportive rather than primary factor in audience attraction.

PVR Inox experienced a significant turnaround in Q3 performance following the blockbuster success of Dhurandhar, which restored confidence across the theatrical ecosystem after a challenging period for Hindi cinema. Executive Director Sanjeev Kumar Bijli described the response to the film as "gratifying and reassuring" amid widespread concerns about movies bypassing theatrical releases altogether.

Dhurandhar Drives Box Office Recovery

The Ranveer Singh-Akshaye Khanna starrer emerged as a major success story, earning ₹831.00 crore and surpassing Pushpa 2: The Rule's Hindi version to become the highest-grossing Bollywood film. According to Bijli, this performance was crucial for the industry, with strong showings from other titles including Saiyaara, Kantara, and Avatar: Fire and Ash helping reinforce consumer confidence in the big-screen experience.

Premium Screens Show Superior Performance

PVR Inox continues to see stronger performance in premium formats, with these screens operating at 35-40% occupancy levels compared to overall occupancy of 28-30%. Bijli attributed this superior performance to a combination of factors including fewer seats, all-recliner formats, and higher ticket prices, which improved utilization despite lower seat counts.

The company is now expanding recliner-led premium formats into more cities, capitalizing on this trend while mainstream cinema occupancies remain broadly consistent across markets.

Dynamic Pricing Strategy and Tuesday Boost

Addressing pricing concerns, Bijli emphasized that dynamic pricing has always been core to PVR Inox's business model. Ticket prices vary by format and experience, from IMAX and 4DX to Luxe and Director's Cut screens, along with day-specific promotional offers.

The company's ₹99.00 Tuesday ticket offer, combined with recent GST relief on sub-₹100.00 tickets, has significantly boosted footfalls. Tuesday admissions now reach around 6 lakh viewers, matching weekend numbers and representing a notable shift in movie-going behavior.

Q4 Pipeline and Regional Focus

While Q4 typically represents a softer quarter, the upcoming slate appears promising with films like Border 2 and Vishal Bhardwaj's O Romeo, alongside a strong pipeline of South Indian releases during the Pongal weekend. The highly anticipated clash between Kannada superstar Yash's Toxic and Dhurandhar 2 is scheduled for March 19.

With 45% of PVR Inox's screens located in South India, the company expects regional cinema to play a key role in driving occupancy. English-language films, including Oscar-nominated titles, are also expected to add momentum later in the quarter.

Balanced Pricing Approach

On pricing strategy, Bijli noted the company remains conscious of balancing average ticket prices with admissions volume. Average ticket prices have increased approximately 5% year-on-year, remaining well below inflation rates as the focus continues on driving footfalls rather than aggressive pricing.

Looking ahead, Bijli expressed optimism about upcoming releases, particularly Ramayana, suggesting it could potentially outperform Dhurandhar given its broader appeal. "If an A-rated film like Dhurandhar can do ₹900.00 crore, a film with universal appeal like Ramayana can do even better," he stated.