The reason why Shamshera is an important film is because it marks Ranbir Kapoor‘s return to cinemas after an absence of almost five years. The advance booking for the film, which opened on Monday, hasn’t been encouraging but the ticket pricing has not been hiked, which has become a trend of sorts for big films with big stakes.
Those from the trade feel this is a smart move by the producera, as controlled ticket prices will ensure more footfalls and encourage walk-ins, if the early reviews and audience reports turn out to be favourable. Film analyst and producer Girish Johar spoke to ETimes and revealed, “The ticket prices for Shamshera have not been hiked. This is a good move to attract more walk-ins by cinema patrons. The advanced bookings are just about decent for now, but it is tracking well and it could open around Rs 12 crores based on current trends. Considering the post-pandemic situation, it is a good start and thereafter, word of mouth will take over.”
Studying ticket prices on booking websites has suggested that there’s been a marginal rise in prices. Again, this seems unusual for the production house of Shamshera, which has a history of hiking ticket prices for its big releases. Trade analyst Atul Mohan said, “This is actually a great move by Aditya Chopra. Keeping the ticket price to the low bracket for the first couple of shows will make sure that many come to the cinema halls and then if the film is good it will translate to positive word of mouth. If this works out, we may see many subsequent films and multiplexes adopt a similar strategy for their releases. Bhool Bhulaiyaa 2 had also benefitted from this strategy.”
Both analysts emphasized that high ticket prices discourage a sizeable per cent of audience from watching films in theatres. The low ticket price strategy is more suited to post pandemic times and boosting viewer confidence to return to theatres. Source