Dynamic ticket pricing for city cinemas on the anvil
The UT Administration is set to introduce a dynamic ticket pricing system for cinemas here, allowing ticket rates to vary based on audience demand for movies.
A proposal to implement this flexible pricing system, similar to that in Haryana and Punjab, has been sent to the authorities concerned for approval.
At present, cinema operators are permitted to change ticket prices only twice a year. However, with the implementation of this new policy, they will have the authority to increase ticket prices during high-demand periods and reduce these during lean days or weekdays.
Officials stated that the new system would enable the operators to charge different prices for different movies at the same time. Ticket prices could also fluctuate throughout the day, except on weekends, based on the audience demand. This will provide operators greater flexibility while potentially offering more affordable options for audience on less popular days.
At present, ticket rates in Chandigarh vary only on weekends, while flat rates are applicable every day. There is a slight variation between weekdays and weekends, unlike neighbouring cities Mohali and Panchkula, where ticket prices already fluctuate based on film demand. With the proposed policy, the cap on ticket rate hike will be removed, and operators will be able to adjust prices dynamically.
The administration expects the policy to benefit both audiences and the exchequer. People will have to pay reduced rates during low-demand periods, while the administration would gain increased revenue through 18% GST on tickets.
A meeting between cinema operators and administration recently discussed the issue.
