Popular multiplex chain PVR INOX has introduced dynamic ticket pricing, a strategy that adjusts ticket costs based on demand. This move has led to widespread criticism from customers who feel that it has negatively impacted their cinema experience. A company representative confirmed the implementation of dynamic pricing following a complaint from a customer on social media about fluctuating ticket prices for the movie “Twisters.” The representative assured that the pricing aimed to provide competitive rates and that the customer had not been overcharged at the time of booking.
Public Reaction and Concerns
The dynamic pricing policy appears to have been in place for some time, though it is unclear if it is applied uniformly across all cinema halls in India. Many social media users have expressed frustration with this pricing model. One user recounted an experience where the ticket price increased from ₹350 to ₹400 at the counter, questioning the rationale behind dynamic pricing for movie tickets. Another user criticized the practice, suggesting that it contributes to lower footfalls in cinemas and that the industry should collectively address the issue.
Impact on Cinema Experience
Moviegoers have also highlighted other issues affecting their cinema experience, such as the high cost of food and beverages. One user noted that movie tickets now start at ₹350, and a regular popcorn and Pepsi combo costs ₹800. The addition of dynamic pricing has only exacerbated their dissatisfaction. Another user emphasized that it is not just the ads but also the high prices of snacks that ruin the experience, suggesting that slashing food prices could improve customer satisfaction.
Company’s Response and Business Strategy
Despite the backlash, PVR INOX maintains that dynamic pricing is intended to offer customers better deals. However, the company has faced financial challenges, reporting a loss of ₹136.6 crore in Q1, partly due to the impact of elections and the Indian Premier League on business. In an attempt to attract more customers, PVR INOX has introduced ad-free content and slashed prices for food and beverages. Yet, these measures have not fully alleviated customer discontent.
Conclusion
PVR INOX’s dynamic ticket pricing strategy has faced significant opposition from moviegoers, who argue that it, along with high snack prices, has degraded the cinema experience. While the company defends its approach as beneficial, the negative reactions indicate a need for reassessment to ensure customer satisfaction and sustain footfall in cinemas.
4o
