PVR Cinemas, the leading multiplex chain in India, has taken steps to address the recent social media uproar over high food and beverage prices by reducing costs and introducing enticing new offers. In response to customer feedback and criticism, PVR Cinemas has announced a significant decrease in prices, along with the introduction of attractive combo deals. One of the highlights is the introduction of a Rs 99 combo offer, which includes items such as burgers, samosas, sandwiches, and Pepsi, available on weekdays. Additionally, an exciting “bottomless popcorn and Pepsi” deal will be offered on weekends, allowing unlimited refills.
The decision comes after a Noida resident’s tweet went viral, sharing an image of an exorbitant bill amounting to Rs 360 for a Pepsi and Rs 460 for a 55gm popcorn at a PVR Cinema. The tweet sparked widespread debates and discussions on social media, shedding light on the high prices charged by multiplexes for food and beverages. In response to the public outcry, PVR Cinemas acknowledged the feedback and promptly initiated a review of their pricing strategy.
PVR Cinemas understands the significance of customer opinions and their impact on business. In a tweet posted on July 12, the company stated, “We at PVR believe that every opinion matters and it must be respected. We have this update for you and for every moviegoer in India.” The move is expected to provide relief to moviegoers and make the cinema experience more affordable and enjoyable.
In addition to reducing food and beverage prices, PVR Cinemas has unveiled a range of new F&B offers across its cinemas nationwide. During weekdays, from 9 am to 6 pm, customers can indulge in various food items, including burgers, samosas, sandwiches, and Pepsi, all priced at just Rs 99. For the weekends, PVR Cinemas is introducing an exciting “bottomless popcorn and Pepsi” deal, allowing patrons unlimited refills of these popular snacks, although the exact cost for the offer has not been disclosed.
While the recent decision by the GST Council to lower taxes on food and beverages sold in cinema halls from 18 percent to 5 percent aimed to alleviate the burden on consumers, PVR Cinemas initially did not adjust its prices accordingly. However, with food and beverage spending accounting for approximately 52 percent of a film’s ticket price, Nitin Sood, CFO of PVR Inox, believes that F&B revenue is a crucial component of a cinema’s earnings. Cinemas, including PVR, are striving to improve their profit margins by offering attractive F&B options, bringing the ratio more in line with developed economies where F&B can account for as much as 70 percent of a person’s spending at movie theaters.
The revised pricing and introduction of new food offers by PVR Cinemas are expected to enhance the moviegoer experience, making it more accessible and enjoyable for all. As the company continues to prioritize customer satisfaction, movie enthusiasts can look forward to affordable and enticing F&B options during their next visit to PVR Cinemas.
Sources By Agencies
