By Vinod Mirani The reality has been uncovered to cinema managers in the US, UK and a few other countries that at some point some time they’ve lost patrons.There are many reasons for this for this, one of them being the Covid-19 pandemic.
The other is the lower amount of films being produced because of a reduction in production, also due to the effects of the Lockdown on Covid-19 with the third and most significant is the high rate of admission.
Modern companies boast of having the most powerful think tanks that make the decisions they need to make.
They were unable to help during the lockdowns and hoped for the public to return to the cinemas as if everything was good and sexy again.This kind of complete suspension of all industries and trades has never been seen in any professional’s life So, one needs a the native intelligence, or a sixth sense, to judge the effects that follow.
After the lockdown, the cinemas returned to normal as the same as if there was nothing new.The same admission prices as well as popcorn at the cost of almonds and pistachios and cold drinks that tasted as if they were nothing.It was a shame that no one took the time to assess the condition of the economy, the loss of jobs and the financial setbacks the people endured in the two years during which the lockdowns were in force.
The hesitation of people to visit the theater was not within the comprehension of the management experts.
Some relied on the jargon that was that was taught in business schools.They called it a correction the term that is often used for stock market volatility! The word is meaningless in connection with the industry of film, how it works, or its economics.
Films can be successful or not according to various criteria.Here the fashions change, the stars change the makers change, and the audience also changes and nothing else changes.
The Covid-19 lockdown caused unemployment, and some were forced to work for reduced wages, and others lost their lives’ earnings due to the treatment of close and dear ones.The middle and working class didn’t have the funds to spend on going to the movies, which was a last resort even if.
The situation is bleak all over the world in the film exhibition industry.In case the Covid-19 virus did not cause enough damage to the industry the world is facing with floods, famines, and forest fires, and inflation is affecting nearly every nation in the world.
This is a disaster for the business of cinema.
The most of all, people have learned to save for a rainy days, and to save the money for other challenges in life.
Going to the cinema became less of importance than it was previously.Cinema owners was unable to comprehend the situation, not realizing that the pre-lockdown and post-lockdown periods weren’t the same.
It was a turning point for the entire world.
A film critic attended the final Bond film in a theater in Bandra, Mumbai.
He was delighted that the price was just a fair price of Rs 180.It was a late-night show, which was expected to go over by 2 a.m.However, he thought the film boring.In the intermission, he thought of buying one tea cup of tea to help him get throughout the second half post-interval, and prevent him from falling asleep.
He did not buy the cup of tea.The price was 250 rupees.What’s that for one cup of machine-dispensed tea? Do you offer this to your customer? The critic slept rough in the end!
In India since the beginning of the trend of multiplex cinemas the owners of chains have closed their doors than new entry-level operators.Starting with the Adlabs cinemas which together with Fame Cinemas of Shringar Films established one of the first multiplexes in Mumbai to the Reliance-backed Big Cinemas, Zee, Carnival and a host of smaller operators have closed down.
People who were in the race went into overdrive, putting up more screens, not being aware of what the future might hold for them.Two large chain are in the process of merging into one.We’ll have to watch since the matter is being sent to the Competition Commission of India (CCI).
It was recently revealed that the second-largest cinema chain in the world, Cineworld’s debented Regal cinemas are in the process of going bankrupt twice in the past few years.The issue is the same confronting cinemas across the world: the lack of attendance.
It’s a bit later in the morning, the management of the cinema is looking to somehow bring audiences back to the cinemas.They are making efforts but they appear to be a bit sloppy.
In the UK they’ve realized that there’s an Father’s Day, a Friendship Day and other such days.Therefore, they decided to go ahead and made the concept of a National Cinema Day! What was so special about this day that was celebrated on the 3rd of September? The theaters in the US were required to offer tickets at an admission price of $3.in the UK the rate was set to be PS3.Azerbaijan cinemas were also part of the club and admission rate there was set in the currency of the country of 3 manats.
Depending on the owner of the chains of cinemas different countries are expected to be invited to join in.Because, whether it’s the US or the UK there is a huge audience not there.
What concessions did Indian multiplex chains provide to their patrons? Really, nothing.It was not a National Cinema Day on September 3 in India.Even even if cinemas joined the National Cinema Day, there was no film scheduled to be released on that date.
The film, which was planned to be released on September 3 Akshay Kumar’s ‘Cuttputlli’ has been released as been released as an OTT release instead! It’s logical to settle for a one-time payment through an OTT platform instead of waiting for the piecemeal returns of cinemas, which would take the majority of the profits.
Yes, PVR Cinemas did try to lure viewers with a promotion offering one free ticket with the purchase of three tickets to ‘Laal Chaddha and the ‘Raksha Bandhan’.This was unwise and didn’t work.Also, this strategy was attempted long ago by the management of Fame Adlabs, which offered a one-on-1 deal on Tuesdays every week.
This was the day that film watching was typically showing an increase in the number of viewers.
In keeping with the spirit of the West cinemas across the country have chosen to celebrate National Cinema Day on Friday 16 September.
There isn’t a major release scheduled for this day and the type of new films scheduled for release may not be interesting to viewers even if admission is free!
Sure, in another attempt to attract at least a portion of the public in the cinemas, they’ve made use of the traditional single-screen cinema tradition of revitalizing old big-screen films, like “Avatar,” “Spiderman No Way Home’, and The Extra Terrestrial.The Extra Terrestrial’.
I believe these temporary efforts might not suffice.Cinemas should begin with being affordable with admission prices.
Since there is there is no audience, popcorn or the cola customers.
vinod/srb
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