MCPCA: Make cinema popcorn cheap again

Cinema-owners have spent years now battling a losing battle against people who regard leaving the sofa for movie theatres as an expedition requiring visas and vaccination. They should consider another menace: the ₹800 tub of popcorn. The economics of cinema-snacking in India has been resting on a piece of audacity. Having persuaded customers to buy a ticket, multiplexes then transport them into a parallel monetary system where the munchies cost more than the ticket. People might as well have streaming dinners - which they do.

But there is an alternative. Sell snacks at normal prices - and boast about it. Popcorn for ₹100-150, cold drinks for MRP, and suddenly affordable cinematic refreshments can become a 'tipping-point' reason to choose big-screen experience over everyday living-room entertainment. Lower margins per tub could be compensated by vastly more tubs sold, more repeat visits and, crucially, more occupied seats. A customer who doesn't feel mugged by maize may even return next weekend. Portions should be sensible, and prices genuinely attractive. The cinema industry keeps asking how to make theatrical viewing special again. Maybe it's high time it makes popcorn-munching at the cinema not fine dining-priced. Nothing builds customer loyalty quite like discovering that refreshments don't cost more than the film's supporting actor's fee.