Is it the right time for cine-goers to visit multiplexes?

• Follow

The coronavirus pandemic has wreaked havoc across sectors but the movie exhibition sector has faced the maximum brunt. 

OTT platforms witnessed a steep rise in subscriptions and viewers as the pandemic changed viewership patterns.

It has resulted in massive losses for the exhibitors and hard times for those employed there.

“The multiplex business suffered massive financial losses, with thousands of screens countrywide forced to close down, and many employees, not just of cinemas, but even their supply chains and other stakeholders,” Pramod Arora, Chief Growth & Strategy Officer, PVR Ltd, told Money9.

When will cine-goers return?

Analysts hope that with the vaccination drive underway and some big-ticket movies slated to release, cine-goers will be looking to enjoy the big-screen experience.

“The release dates of many big movies have already been announced. We expect to see more announcements in the coming weeks. It signals that people are ready to step out and when it comes to good films, they will definitely come back to the screens,” he said.

He further added that consumers can look forward to some strong and exciting content in the upcoming months such as Roohi, Mumbai Saga, Sandeep Aur Pinky Faraar, Haathi Mere Saathi, Godzilla Vs Kong, Saina appealing to all segment of audiences.

The current scenario demands hygiene and safety to be of supreme importance.

“Enhanced safety and hygiene measures are part of the standard operating plan laid down by the Multiplex Association of India in line with the SOPs set for Cinema Halls by the Ministry of Information & Broadcasting under the directives of Ministry of Home Affairs,” said Arora.

But will the upgraded safety and hygiene measures have any effect on the ticket prices as well, considering upgraded systems will i9ncrease the overhead costs?

“Ticket prices are purely dependent on city, state, the timing of the show, day of the week, the content and specific format in which it is played such as Gold Class/Luxe, IMAX, 4DX, PXL etc,” he added.

The pandemic and its after-effects have made people reluctant to move outside. With the tremendous rise in OTT platforms subscriptions, multiplexes are seemed to lag behind the race.

Arora asserted that multiplexes are one of the best out-of-home entertainment destinations designed to offer a holistic experience.

“Movie-watching business has been around for years and faced many disruptions but has always bounced back. Movie watching is something that has stayed with us for more than 100 years, despite the onslaught of OTT and other forms of entertainment,” he asserted.

But, will the F&B segment enjoy pre-pandemic acceptance?

“PVR has taken every step to provide healthy, freshly made and hygienic food through live kitchens and use of UV cabinets to sterilise all food packaging before it reaches the customer,” Arora informed. 

He argued that Covid-19 is an unprecedented situation and consumers are anyway back to eating outside and dining out in restaurants and eating joints. Therefore, there is no reason why they should refrain from eating inside a multiplex, provided they get their choice of food with utmost safety.

Due to the lack of availability of large spaces and high leasing rentals, retailers are expanding businesses in Tier-2 and Tier-3 cities. Moreover, these cities have become more accessible to Tier-1 cities due to better airport connectivity and highway development.

“There is rising consumerism, brand awareness and aspiration in these cities. PVR is focusing on engaging with the owners of cinema halls in these cities by converting their spaces to multiplexes,” he said.