A viral bill of popcorn at PVR Noida brings back the question: Why do cinema halls charge so much for food?
What is one of the most useless ways to spend your money? You must have a few ideas in your head, and we're pretty sure that going to a cinema hall and paying hundreds and thousands for popcorn is definitely one of them. Now, it seems like some of us are getting tired of the high prices and no longer wish to pay.
What happened
Watching a movie in cinema halls has indeed become quite costly. In addition to the substantial expenses on tickets, the prices of food and drinks in the cinema hall also make a significant dent in one's wallet.
Recently, mediaperson Tridip K Mandal posted the bill of a tub of popcorn and Pepsi at a PVR theatre in Noida, highlighting this exact problem.
In his post, Mandal mentions that he was charged a whopping Rs 820 for 55 gm of cheese popcorn and 600 ml of Pepsi at PVR cinemas at the Mall of India, Noida.
Other users also chimed in with their experience where they had to also pay a hefty amount for the same:
Comparing it to OTT platforms
Mandal wrote, "No wonder people don’t go to cinemas anymore. Movie watching with the family has just become unaffordable."
He also wrote that OTT platforms like Amazon Prime or Disney+ Hotstar offer more affordable options compared to going to cinema halls, and many Twitter users agreed with his sentiment.
People have time and again complained about the high prices of food items in cinema halls, and now some people who are getting too tired of it are sneaking food inside cinema halls by hiding it in their clothes or accessories.
BTW, they are also sharing their 'brave' act on Instagram.
[READ MORE: Your ultimate sunscreen guide, from understanding SPF to sunscreen for men]
Can cinema halls actually stop you from bringing in your own food?
Technically yes, they can.
If you are wondering what the law says about it, here's a quick recap of what the Supreme Court had to say:
- On January 3, 2023, the Supreme Court addressed a series of pleas challenging a directive issued by the Jammu and Kashmir High Court and ruled that cinema hall owners have the right to establish their own terms and conditions regarding the sale of food and beverages.
- This includes deciding whether outside food should be allowed inside the theatre premises.
- Chief Justice DY Chandrachud and Justice PS Narasimha, the bench presiding over the case, stated that cinema halls are private properties, and owners are entitled to set reasonable terms and conditions as long as they do not contradict public interest, safety, and welfare.
- The SC decision overturned the Jammu and Kashmir High Court's July 2018 direction, which previously prohibited multiplex and cinema hall owners from preventing moviegoers from bringing their own food and water into the theatres.
They also added that no one is forcing anyone to buy popcorn or any other snacks.
[READ MORE: Hold my cola, Supreme Court is discussing samosas in cinemas]
However, the court gave two reliefs to the people:
- Arrangements for providing hygienic drinking water to moviegoers free of charge within the cinema hall premises.
- Cinema hall owners generally do not object to parents carrying a reasonable amount of food for infants or young children to meet their nutritional requirements.
Now, in case you're wondering why cinema halls charge so much for food and beverage, here are a few reasons:
1. Overhead costs: Cinemas have significant operating costs, including rent, utilities, staff wages, and equipment maintenance. To cover these expenses, they rely on revenue from food and beverage sales, which leads to higher prices.
2. Lack of competition: Once you enter the cinema halls, you can't go out and get food, so if you want to eat something, you have to buy it from the cinema halls. Hence, the lack of competition allows the halls to set higher prices since moviegoers have limited options within the cinema hall.
3. Convenience and experience: Cinemas provide the convenience of having snacks and beverages readily available within the theatre. The higher prices are partly attributed to the added convenience and the immersive experience of enjoying refreshments while watching a movie.
4. Revenue sharing: In some cases, cinemas have revenue-sharing agreements with movie studios, where a significant portion of the ticket sales goes to the studios. To compensate for this, theatres may increase prices on concession items to maximise their profits.
5. The transition to multiplexes: The transition of Indian theatres from single screens to multiplexes is still underway, and the transition comes at higher costs, especially since the operational costs for both are different.
"For instance, multiplexes have larger halls and more projector set-ups," PVR Chairman Ajay Bijli told Economic Times.
[READ MORE: Snail mucus is the new Insta fad and claims to have superb skin benefits, but does it work?]