Cheer for cinegoers

INDEED, the sheer joy of watching a movie and gorging on your favourite food go hand in hand. However, to be forced to cough up extra money to not just satiate hunger pangs, but also quench thirst is an aftertaste that no cinegoer relishes. Both the steep prices and the prohibition to carry your food items in cinema halls have been a cause of heartburn for many a movie viewer. Invariably, the flavour of a good film is soured by the exorbitant cost of not just sundry food items such as popcorn, soft drinks and burger, but even an essential bottle of water, all of which are sold at an unjustified premium. Now at least viewers in Maharashtra can heave a sigh of relief. Come August, they will be able to take their food into cinema halls and also expect rationalisation of food prices. 

The Maharashtra Government has done well to pay heed to the Bombay High Court’s observation which had not too long ago directed it to look into the matter. Why film viewers should be compelled to buy food, the Bench had rightly asked. More so, since the existing rules don’t even justify the arbitrariness of the diktat that viewers are forced to comply with. Unlike other avenues of entertainment, cinema is not an elitist medium aimed at a privileged few ready to pay extra for fringe benefits; instead it is everyone’s cup of tea. Thus masses’ prime time passion for cinema can’t become an excuse to deny them their fair share of tea, cola, coffee at a fair price.   

Analysts speaking on behalf of multiplex owners might cry foul and dub the Maharashtra Government’s decision a populist move. However, the impending step that has already brought cheer to viewers in Maharashtra is worthy of emulation, and other states must take a cue. The veiled threat that this could lead to further escalation in movie ticket prices can’t be taken lying down and should be met with the same resolve and intention that drives the lifting of the existing ban. Overcharging movie viewers for food and water by cinema hall owners tantamounts to fraud and must be treated as so.