The Multiplex Association of India (MAI) responded to recent comments made by producer Karan Johar. Johar had claimed that a family of four could spend as much as Rs 10,000 during a trip to the movies, but the MAI has pushed back, stating that the main factor driving people to cinemas is the quality of a film’s content, not just the pricing.
Johar’s remarks came during a roundtable interview, where he criticised theatre owners for making the movie-watching experience too expensive. He suggested that the steep prices for tickets and food in theatres were a major deterrent for families.
Multiplex Association of India responds to Karan Johar's comment
However, MAI President Kamal Gianchandani, in an official statement, refuted these claims.
The statement read, “Recently some media reports surfaced, highlighting concerns about the impact of high prices on cinema visitation. In the same context, the reports carried Mr. Karan Johar’s comments suggesting that cinema exhibitors are responsible for high ticket and food & beverage (F&B) prices. More than anything else, it’s a well-recognised fact that the demand for a film is largely driven by its content and appeal, rather than by pricing alone.”
In the statement, Gianchandani countered Johar's claims and said the average cost for a family of four was Rs 1,560.
“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. Additionally, the Average Spend Per Head (SPH) on F&B at PVRINOX during this period stood at Rs 132. This brings the total average expenditure for a family of four to Rs 1,560 —significantly different from the Rs 10,000 figure carried in the media reports," he said.
Gianchandani also highlighted the complexity of pricing in the cinema industry, noting that multiple stakeholders, such as producers, distributors, and theatre owners, all influence the final cost to consumers.
"Each of these players contributes to the final cost to consumers, with prices ultimately shaped by the market forces of demand and supply. If lowering prices could optimize revenue for everyone involved, cinema operators would naturally make those adjustments without needing to be told," he added.
What Karan Johar had said
During the interview, Johar had expressed how families often avoid cinemas due to high costs, particularly for food items.
"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 and are paying only for the food. They said, ‘Our child will point and say they want 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,” he said.