![]() ![]() ![]() “In the case of really big films like Pathaan, we cannot afford regular pricing since the film would not be able to recover its investment," Jyala pointed out. Multiplex chains also practise differential pricing based on the cinema property, paying ability of the population, day and show timing, and the scale of the film, he said. Jyala named southern period dramas RRR and KGF: Chapter 2, Hindi films Pathaan and Brahmastra and Hollywood hits such as Avatar - The Way of Water and Doctor Strange in the Multiverse of Madness airs examples of films where higher pricing has paid off over the past few months. “There is a category of blockbuster films that studios and exhibitors decide to price higher with mutual consent, based on how it has been tracking before release and the buzz that promotions have created," said Rajendar Singh Jyala, chief programming officer at Inox Leisure Ltd. ![]()
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