The impact on the theatrical release has been based on the 2024-2026 data. Considering the total box office revenues may be high, but the high pricing of the ticket is the sole reason for the overall downfall.
Looking at some of the reasons on the reduced footfalls in 2025
The average ticket prices recorded its sharpest growth in four years leading to the lowest audience turnout in a decade with only 83.2 crore viewers at the theatres. This has made it a deterrent factor to frequent theatre viewing.
The family budget experience along with the ticket price, food, beverage, has become a luxury rather than an affordable weekend activity if it’s a family of four going to a multiplex its an upward spend that needs to be included as a part of the family budget for the month.
High prices have made the audience conscious of their spends and be more selective as these audience wait for reviews before they invest in a movie. Where as it is noted that there are discounts offered on certain days or certain shows like the morning show which spikes the attendance of the audience.
The Shift to Cinema -Spectacle vs Substance
The ticket priced high is justified by audience only with massive visuals for example like Dhurandhar Part 1 and Part 2 when the audience wouldn’t mind paying the high-priced ticket to watch the film in the theatres. Similarly films like Pathaan, Jawan, Gadar 2, or Stree 2 garnered a crowd because the ticket price justified. Therefore, mid budget or regular films that are not crowd puller struggle because the cost benefit is analyzed by the viewer and the audience or the fans does not feel it good enough to go and spend at the theatres, due to which the high failure rate for non-eventful films or for the low budget films falls in this category.
The choice between a home viewing to theatrical view for Indian cinemas has evolved as a matter of habit too. From selection of content scale, the cost and the personal convenience the movie theatre has now remained as a cultural emotion only hence the primary medium for regular day to day consumption is via the OTT platforms.
The Key Factors that have co-existed with the Ticket Pricing or has become less compelling to the audience
One of the leading factors that the theatrical runs or audience not encouraged to watch by paying for high ticket price.
OTT Windows – From theatrical to streaming windows, the OTT platforms have given a wider choice to the audience encouraging them to wait for the film to be released for home viewing especially for the non-spectacle films.
Content Driven – The content quality is the core issue that often lacks or is less compelling for a broader audience.
Shortage of Screens – India known to be the movie buffs across the regions has very low screen density compared to the other countries like USA or China. Many single screens of the past which offered tickets at an affordable price between Rs. 60 to Rs. 180 have now closed down forcing the consumers to opt for multiplex which are high priced.
Bollywood films vs the Regional Films and its performance
Compared to the Hindi cinema despite the price increase, Southern film Industry such as Telugu films, or the Tamil and the Malayalam regional films or even Gujarati films have generally sustained higher footfalls. Despite the price increase these regional films have often offered a better tailor-made content for the consumers.
What We Conclude
What we derive with the study is, high-ticket price is not really killing, but frequency of movie goers has reduced which is making it harder for the mid or low budge to sustain in the screening in the theatres. The trend is slowly moving away from the regular and habitual movie goers to viewing the films occasionally at the theatres depend on the kind of movie it is.
Though the theatrical viewing of Indian cinemas is unmatched when it comes to cheering, sharing emotions, whistling and the excitement of watching it on the big screen is still prevalent but at the cost of high-priced tickets. It is then the home viewing via the OTT platforms provides the unmatched comfort, convenience and lower costs which is preferred. For smaller and niche content or for the regional content this OTT platforms have offered parallel entertainment unlike in the past the fans had to stand in the long queues for advance booking for the film of their favorite film actors.
A choice of hybrid with audience choosing theatres for events or visual spectacles only or for the multi star cast entertainers but for the lower cost it’s the OTT comfort which is opted by the movie buff or audience.
The industry dynamics have change with the theatre collection dropping, due to the high volume of digital consumption on mobile on you tube. A well-produced film will still bring its audience back to the big screen watching in theatres. The Market Trends in Indian markets is seen as fast growing in the digital market with the very high OTT Penetration.
Leave a Comment