Mumbai: Film industry suffered a huge loss and faced rough time during Covid-19 pandemic. Situation has reversed after the pandemic but the films do not earn targeted box office collection. Film producers and theatre owners have found a solution and they have succeeded in attracting the aucience to the screens.
Before two decades or so it was considered to be a great deal if any film declared tax-free as during the period up to 160% tax was levied. Subsequently, the amendment in the act has proved beneficial as the theatres, offering tickets below Rs.50/- have all became tax-free. Single screen theatres in small towns charges Rs.50/- or less per ticket. Theatres with a few screens keep very low rates for tickets for Monday to Thursday. Currently, if the film is declared tax-free it does not benefit Theatre owners or film producers. Now a days on a few occasions Distributors reduces his share that results in reduced charges for movie tickets and fans are attracted to watch the movie. Brahmastra, Kashmir Files, Drashyam 2 was benefited most by such step.
With a view to commemorate National Cinema Day on 23rdSeptember, 2022 the Multiplex Association of India fixed rate at Rs. 75/- per ticket for more than 4,000 screens. On account of this step Drashyam 2 got huge benefit. In the movie 2nd October is the most important day and taking advantage of the same, producers gave 50% discount to the fans who booked the tickets on 2nd and 3rd October. The rates for movie Bhool Bhoolaiya 2 were also low, half to the rates of KGF 2, resulted in huge income.
Similarly, producers of Pathan, the movie that earned more than Rs. 1,000 crore worldwide, fixed the rates of ticket at Rs.110/- declaring the 7th February as Pathan Day Festival in order to break the collection record of Bahubali 2 film. Fans of Pathan took the benefit of the same. But Shehzada, film starring Kartik Aryan, released on the same day registered loss due to the strategy of ‘Pathan’ film producers.