The Consumption story can seriously backfire if greed of entrepreneur’s to be the Street’s darling exceeds boundaries of rationality. Such a thing recently happened where the Movie 3 idiots’ tickets are priced exuberantly by the Producers & Multiplex owner’s which listed entities are. The Ticket prices are as much as 100% higher for morning show especially keeping in Mind youth being the TG (Target Group), which forms a major chunk of occupancy for the morning shows.
Many movie theater owners have gone for innovation and have plans to go for a 6:00 am
show, targeting Morning walker’s & call center employees, but even for such odd timings, now the real crux of the matter is even if tickets are cheap as compared to peak & prime time rates ( Rs 400/-), they are good 60-70% more than morning show rates, the movie producer’s rationale to this is that “it’s a Christmas season & we are just reacting to market forces”, Now what baffles me without any commodity gets traded ( in this case movie release for general Public) how can one talk about market force.
The Air & anticipation created by marketing prowess is only good enough to pull the first batch of viewer’s (Audiences), & if you wish them to stay away because of premium pricing, where is good old formula of Viral marketing gone.
The people in showbiz always complain& compare the ticket rates in India & developed countries, but my answer to that we have far more eyeballs here than anywhere else, and moviemakers always forget the volume game, by doing so they are just digging their own grave of Piracy.
The roof-popping prices have just made watching a movie with family in theater an indulgence of elite