Checking the fleecing

IN a much-needed relief, watching a movie at a multiplex could soon pinch a little less in Chandigarh, thanks to the UT Administration directing the cinema halls to rationalise the prices of food and drinks sold to the viewers. The fun of watching a film is diluted every time the movie-watcher is asked to cough out much more than the MRP (maximum retail price) on the packaged fare and humble beverages, the basic popcorns or ordinary sandwiches, and even plain water. With not much choice, as outside food is prohibited in the auditorium, the rip-off leaves a bad taste in the mouth, particularly since the foodstuff is mostly junk. As a captive consumer, you wince and wonder: ‘whither consumer rights?’

The UT order comes close after the Bombay High Court’s rap on inflated prices and assertion that the food should be sold at regular prices. The HC was hearing a PIL petition filed by a city resident, challenging the prohibition on carrying outside snacks in the theatres, saying that it was a violation of Article 21 of the Constitution. The Maharashtra Government is expected to frame a policy on the issue in a few weeks. The policy along with the one decided by the Chandigarh District Consumer Protection Council in consultation with the cinema hall owners could be the template for the other states to follow. To check fleecing, the Legal Metrology Organisation (LMO), that oversees weights and measures, has also been swooping down on cinema halls charging exorbitantly or deceiving consumers with dual MRPs, an unfair trade practice. To circumvent the law, the theatres have begun selling loose products, eg colas are served from fountains and not in cans. In this scenario, the LMO has now suggested to the government that consumers be allowed to take their own food items.

Significantly, taking note of the special dietary needs of children, the elderly and those with dietary restrictions on medical grounds, the proposal to allow them to carry their own food inside the movie hall is much desired and vital. It will certainly enhance the experience of cine-goers suffering from food allergies such as celiac by giving them a healthier option and catering to their special needs.