After a social media backlash over high costs for popcorn and cold drinks, the Indian multiplex juggernaut PVR movies recently announced a considerable reduction in its food and beverage prices supplied at the network of multiplexes and PVR-INOX movies. PVR Cinemas took notice of the criticism, accepted the comments, and made the decision to rethink its pricing approach.

A man of Noida uploaded a picture of his bill, which revealed that he had been charged Rs 360 for a Pepsi and Rs 460 for 55g of popcorn at a PVR Cinema. This sparked the greatest outrage among the public. The tweet gained a lot of attention and sparked discussions about the exorbitant costs of food and drinks at multiplexes.

Apart from lowering their food and beverage costs, PVR Cinemas also introduced new food and beverage (F&B) offers across the country, including attractively priced food items, combos, and ‘bottomless popcorn and Pepsi’ offers.

New food offers at PVR cinemas

The multiplex chain revealed on Wednesday that during weekdays, from 9 am to 6 pm, they will be offering various items like burgers, samosas, sandwiches, and Pepsi for just Rs 99. For the weekend, PVR Cinemas is introducing an exciting “bottomless popcorn and Pepsi” deal with unlimited refills, albeit without revealing the cost for the same.

“We at PVR believe that every opinion matters and it must be respected. We have this update for you and for every moviegoer in India,” PVR Cinemas communicated via a tweet on July 12.

Food and beverage prices to improve profit margin 

Despite the recent GST Council’s decision to slash taxes on food and beverages sold in cinema halls from 18 per cent to 5 per cent, PVR Cinemas initially did not adjust its food and beverage costs. With food and beverage spending accounting for nearly 52 per cent of a film’s ticket price, Nitin Sood, CFO of PVR Inox, is of the opinion that F&B revenue forms an essential part of a cinema’s earnings. Competing against cheaper movie viewing options, cineplexes like PVR are looking to improve their profit margin through services like F&B, so that the ratio is more in line with developed economies where F&B can be as much as 70 per cent of a person’s spending at the movie theatres.