PVR's Ajay Bijli Claims That The Real Problem Is Quality Of Content, Not Ticket Prices

Ajay Bijli, the managing director of PVR INOX, India’s largest theatre chain, addressed concerns about high ticket prices in a recent interview. He explained that he has experimented with lower ticket prices and combo offers, but the main issue lies in the quality of films being released. Bijli cited instances where customers took advantage of free refill offers on popcorn and beverages without actually watching the films they paid for, arguing that it is unfair to blame the theatre sector for the industry's problems.

Ajay Bijli on PVR ticket prices

In a conversation with Film Companion, Bijli revealed that the average ticket price at PVR INOX across India is about Rs 260. He emphasized that while pricing is crucial, people are often more limited by time than by money. He shared his experience of offering tickets as low as Rs 85, yet people still didn't show up. He noted, “They’re saying, ‘In my three hours, also give me something engaging’. Pricing isn’t the only thing that moves the needle.”

Ajay Bijli on PVR's revenue breakdown

Bijli detailed PVR’s revenue breakdown: 65% from the box office, around 25% from food and beverage sales, and 10% from advertising. He stressed the importance of attracting people to the theatres, as everything depends on footfall. He mentioned that despite significant discounts, the issue is largely a matter of perception. He described efforts to "manufacture footfalls" through corporate bookings, old movies, and stand-up comedy shows, which brought in over 200,000 people in the past month.

Bijli also provided an example of the impact of content over pricing. He described how, during a Rs 99 offer, customers focused more on taking advantage of the food deals than watching the movies. This led him to conclude that content, rather than ticket pricing, causes variability in audience turnout.

Only 14% of PVR screens in India charge more than Rs 350 per seat, while the remaining 86% have ticket prices between Rs 180 and Rs 200, catering to the value proposition customer. In a prior interview with the Indian Express, Bijli mentioned that he serves a diverse customer base, addressing the issue of rising ticket prices.