Kamal Gianchandani on Cinema Lovers’ Day on May 31, “We wanted to thank people for coming back to movie halls post-COVID”

On May 31, the coming Friday, we see the release of Dharma Productions’ Mr & Mrs Mahi, Green Gold Animation’s Chhota Bheem and the Curse of Damyaan besides Hollywood’s The Strangers: Chapter 1 and the Japanese animated sports film, Haikyu!!: The Dumpster Battle.This day is being celebrated as Cinema Lovers’ Day by the Multiplex Association of India (MAI) and movie buffs will get to watch any film across the country at Rs. 99. The last such occasion was on February 23 this year to time with the release of Article 370.Bollywood Hungama spoke to Kamal Gianchandani, President, Multiplex Association of India, regarding the announcement of the second edition of Cinema Lovers Day and its impact of this initiative on moviegoers.Wasn’t such an initiative originally launched after the pandemic ended? In both 2022 and 2023, National Cinema Day was observed at Rs. 75.Well, we wanted to celebrate and thank people for coming back to movie halls post-COVID, and the first such Cinema Lovers’ Day, which is a different property and brand from National Cinema Day, has now become a regular feature of our annual calendar. Our pricing the first time was Rs. 99, and we have maintained that. We expect a bigger success this time in cinemas across the country.Why Rs. 99 and not Rs. 75 as the earlier brand was priced?We think that Rs. 99 is a fair and accessible to all amount, considering inflation and the costs building up for us. It is affordable to the youth, to families —to all segments.How is the date decided?We have not kept a fixed date by design. It is fluid and flexible depending on films that are releasing. This time, after discussion with producer partners, we thought that the films were correct.The biggie this time is Mr & Mrs Mahi. While it may benefit in terms of more people watching the film, will it not show a negative picture (as there will be lower figures than normal) in the minds of today’s audiences for whom collections are more important than even a film’s calibre?Well, our experience is that while collections are important and can become a tool to market a film, a larger number of viewers on day one has its own advantages. And with lower ticket prices the numbers will be even better. Let me remind you that the collections of Article 370 were fairly aggressive, and this time, as I said, we expect bigger success.You were to have a Cinema Lovers’ Day when Do Aur Do Pyaar was to release. Did the polls or something else make you re-schedule the date?Vacations and the weather both were important, but polling also was another factor. On Cinema Lovers’ Day, people really want to enjoy with family and friends.Why not hold a Cinema Lovers’ Week instead of just a Day? (Smiles) It is a good idea. We will consider it!Collections can be boosted for a whole week then.I really feel here is that less is more, for with too much offers, the FOMO factor will be removed!But the general mood and feeling is that two major deterrents to good collections today are the ticket pricing and F&B charges that are discouraging many potential film watchers. Especially since streaming is just eight weeks away.At PVR-INOX, our average ticket price is Rs. 260, which I think is a very reasonable and affordable amount considering the quality concept of pricing. People are willing to spend, and there is no resistance to a good quality film. About F&B, we have had no data or signals from consumers, and we have the same ratio of people who come in and those among them who spend on F&B that was there pre-COVID. If we notice something negative, we will act accordingly.Also Read: ‘Dekha Tenu’ OG singer Udit Narayan REACTS to recreation of track for Mr & Mrs Mahi: “They did wait for me for four months, and it’s my mistake”