Dhoom 3 ticket prices to go as high as 900?

The festive season, a slew of hyped releases and recent box office casualties; these are the reasons cited by multiplexes for the announced rise in ticket prices. With the hike, you may end up shelling out upto Rs 900 to watch a film this weekend. The current quarter has been a disappointing one for the film industry, with big films like 'Besharam', 'Boss', 'Bullett Raja', 'Singh Sahab The Great' and 'Gori Tere Pyaar Mein' failing to hit the bull's eye. And with these poorly received films, multiplexes registered minimal footfall during the past few months.

But the theatres are hoping that releases like 'Dhoom 3' and 'Jai Ho', will turn the tide and they have planned to rake in the moolah through escalated ticket prices.

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A top official from a leading multiplex reveals, "Big films have bigger expectations but films like 'Gori Tere Pyaar Mein' failed miserably. We have had a lot of losses but its part of the game. 'Jai Ho' again will be a game changer."

Nationally the average ticket price will go up by 10-12 per cent, and in some markets like Mumbai, the rise can be as high as 60 per cent. Cities like Coimbatore, Hyderabad, Delhi, Chandigarh, have controlled markets where the law doesn't permit a steep price. However, Mumbai is a free market and therefore the difference in the ticket price of a big release and one without any big names is high. And sources say that tickets of films like 'Mahabharat 3D', 'Sholay 3D' and 'Dedh Ishqiya' will not cost the 'premium' price.

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Anand Vishal, head of operations at Fun Republic explains the move saying, "Wouldn't you have to pay extra if you want to fly last minute? Today, when you have a good season, prices will go up, like in the airline or the hospitality industry. And the last three months have not been good for the film industry. In fact, even 'Krrish 3' did better in single screens than in multiplexes."

However, Kamal Gianchandani, president of PVR, says that the bad performance of the last quarter is not the main reason for the hike. He says, "I think that November was good with 'Krrish 3' and 'Ram Leela'. Ups and downs are part of this business. Bigger films are always priced higher. It's an accepted practise and the same was done during the release of Chennai Express."

As for the eyewatering Rs 900 that IMAX properties will charge for select shows, he explains, "We only have two properties in Mumbai and the technology is expensive. That's why the price is high." Leading distributor Rajesh Thadani weighs in saying "At the end of the day, the content has to be good. With the hike in price, multiplexes can balance out their balance sheet." But are people willing to shell out the premium money? Thadani believes, "Those who can, will shell out the money, others will have to watch it later ."