Multiplex chain PVR INOX has reduced the cost of its hit Blockbuster Tuesday tickets to Rs 95 (including GST), from September 23. The cut, from the previous Rs 99, comes after a revision in the GST slab for cheap cinema tickets. According to the new tax regime, tickets that cost Rs 100 or less now have 5% GST, compared to 12% previously. This reduces the minimum price of Blockbuster Tuesday tickets to Rs 92 and adds 5% to take the ticket price to Rs 95.
Strategic timing in advance of the festival season
The initiative is timed with the advent of the Navratri festival and a packed release schedule in Hindi, Hollywood, and regional cinema. The current slate includes Bollywood legal drama Jolly LLB 3, anime feature Demon Slayer: Kimetsu No Yaiba – Infinity Castle, and Telugu release Mirai. Upcoming releases like One Battle After Another and They Call Him OG are also likely to add to the footfalls.
PVR INOX has been attempting to entice fans back to cinemas as admissions continue to be 15–20% less than pre-pandemic times. In addition to Blockbuster Tuesday, the company has launched schemes such as Cinema Lover’s Day and Senior’s Day. In its FY25 annual report, the exhibitor reported that the same helped “re-anchor moviegoing as a recurring habit” among consumers.
Industry context
While industry participants have contended that the GST reduction benefits single-screen cinemas more, PVR INOX’s decision indicates a willingness to transfer the advantage to the consumer and reinforce its price-based promotions. Analysts are of the view that the festive season price cut may benefit multiplex operators in terms of filling the seats during a progressively more competitive entertainment market.