Cinema Lover’s Day sees mixed response in NCR

Moviegoers were in for a treat when theatres celebrated Cinema Lover’s Day on January 20 and offered tickets at ₹99. In NCR, most shows performed better than on regular days this month, while a couple of shows were houseful. However, as per cine experts, the day didn’t get as good a response as National Cinema Day, when 6am shows were added to meet the demand.
PEOPLE DON’T MIND A MOVIE OUTING WHEN IT JUST COSTS 100
While attendance at movie theatres didn’t peak, most moviegoers were in theatres to rewatch some recent films. Apoorva Gogoi, a moviegoer who went for the evening show of Avatar, told us, “Theatres have these attractive offers so that people make plans to watch a movie, and that’s what most people, who are either cine buffs or had a movie on their watch list, are doing. People don’t mind a movie outing when it just costs 100. ”Sana Choudhary, who went to watch the SouthKorean film Broker, said, “I watched two films – time. If there is a day when I have to pay slightly less than a regular day, then what’s the harm? I only wish that it was announced much in advance. Most people were not even aware of it. ”

‘SUCH DAYS ENTICE AUDIENCES BUT WE NEED GOOD MOVIES TOO’
Cine experts say that cinemas are trying to keep footfalls up by organising these special days. Girish Johar, producer and business analyst, says, “The major learning from National Cinema Day was that if ticket prices are comparatively low, then moviegoers will come to theatres. But there should be a movie good enough to watch, and that’s thereason this day was nothing like the last National Cinema Day. ” He adds, “But it definitely increases engagement. These activities help a lot, entice audiences and keep people in the habit of watching films at theatres. ” Exhibitors also share that more such days will be celebrated from time to time in the future.

‘WOULDN’T HAVE BEEN POSSIBLE TO OFFER THIS TREAT IN THE COMING WEEKS WITH BIG RELEASES’
Even as the average cost of a movie ticket dipped last year, as compared to 2019, it went slightly up with major releases and reached its peak toward the end of the year. Till 2019, a drop in ticket price was nearly unthinkable but now cinemas are trying this model to attract footfall and sustain the business. Exhibitors say that Cinema Lover’s Day took inspiration from National Cinema Day and the overwhelming response to it. An exhibitor says, “It was basically a strategy to attract more moviegoers on slow days. For the next few weeks, we have big releases lined up and offering this treat to moviegoers would not have been possible. Besides, due to few releases this month, we have witnessed a dull period at cinemas.