The Indian cinema exhibition industry has found a potent formula to lure audiences back on traditionally slow days: aggressive yet strategic discounting. Initiatives like 'Blockbuster Tuesdays', formalized across multiplex chains in 2025, with tickets priced as low as ₹99, have successfully revived midweek theatrical attendance, offering a clear lesson in the power of reasonable pricing.
The Midweek Revival: Data Tells the Story
The strategy has received a strong stamp of approval from moviegoers, particularly for films with positive word-of-mouth. According to Gautam Dutta, CEO of Revenue and Operations at PVR INOX Ltd, India's largest multiplex chain, the initiative aimed to strengthen attendance beyond weekends through "compelling, value-led ticket pricing." The results have been significant. Dutta revealed that the program may have clocked approximately 22.5 million footfalls by the end of 2025.
Echoing this success, Devang Sampat, Managing Director of Cinépolis India, stated that for his chain, the share of Tuesday admissions jumped from 9-10% to 15-16% of weekly footfalls. "We are reaching viewers who may not have been regular moviegoers," Sampat noted, adding that while per-user revenue is lower, the sheer volume increase has led to growth in absolute revenue.
Content is King, Pricing is the Catalyst
However, industry executives unanimously agree that flexible pricing alone cannot salvage weak content. The offers have worked brilliantly for mid-budget, non-star titles with strong audience appeal but have done little for films that failed to connect initially. Rahul Puri, MD of Mukta Arts and Mukta A2 Cinemas, pointed out that the pricing strategy doesn't significantly sway viewers or increase occupancy if a film hasn't found its draw over the opening weekend.
Bhuvanesh Mendiratta of Miraj Entertainment Ltd emphasized that the feedback has been positive because audiences see it as a "value day, not just a discount." This shift has attracted families, students, and regular weekend moviegoers to cinemas mid-week, helping sustain a film's momentum through its run.
The Sustainability Challenge and Future Path
The major challenge now is sustainability. The key, as Sampat highlighted, is for pricing initiatives to expand the audience base rather than merely shifting existing viewers to cheaper days. There is a delicate balance to maintain to ensure audiences don't start postponing visits exclusively for discounted offers, which requires careful coordination with film distributors.
Pricing is also not uniform; it varies based on the film, format (like premium screens), demand, and location. A tentpole release in a metro will command a different price than a mid-budget film in a tier-two city, even on a discount day.
Despite the challenges, the 2025 experiment has been a revelation. It has taught exhibitors to be nimble with pricing, proving that rigid rates benefit no one. This successful foray into flexible pricing is likely to pave the way for more innovative and dynamic models in 2026, as the industry continues to adapt to post-pandemic viewing habits and intense competition from OTT platforms.
