PVR revises F&B prices after facing backlash on high charges
Recently, a journalist who went to watch a movie at PVR Cinemas in Noida resorted to Twitter to voice displeasure over the exorbitant prices of snacks and beverages in addition to movie tickets charged by multiplex chains. He was unsatisfied after paying hefty charges for regular cheese popcorn and Pepsi. This caught PVR's eye, which responded by introducing new offers on snacks and drinks.
Here's how conversation started
The journalist, named Tridip K Mandal, shared the image of his food bill at PVR Cinemas. He apparently paid an outrageous Rs. 460 for popcorn and Rs. 360 for Pepsi at the multiplex. He was charged Rs. 820 in total, besides the high movie ticket charges. "No wonder people don't go to cinemas anymore. Movie watching with family has just become unaffordable," he tweeted.
He was charged total of Rs. 820 for snacks
Social media discussion
Mandal's tweet went viral instantly, crossing millions of views and shares. The post soon started a heated discussion on social media on the expensive rates multiplexes charge moviegoers. The internet started to compare it with the annual rates of subscriptions of different OTT platforms, too. However, the online debate on the prices at multiplexes made PVR Cinemas rethink the prices of its offerings.
PVR Cinemas' response to tweet
Responding to Mandal's tweet, PVR Cinemas posted a picture with the revised rates of food and beverages. "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," it tweeted. It acknowledged the public's concern with hashtag #PVRHeardYou. To this, Mandal replied, thanking PVR Cinemas for acting on his tweet.
Check out PVR Cinemas' response
Here are revised rates and offers at PVR Cinemas
According to the new price list shared by PVR Cinemas, it has started an "unlimited weekend offer" from Friday to Sunday. Per this, one can get unlimited popcorn and free refills of Pepsi. Additionally, on weekdays (Monday to Thursday), between 9:00am and 6:00pm, PVR Cinemas will offer food items like burgers, samosas, and sandwiches and Pepsi for Rs. 99.
GST Council cuts theater food and beverage tax
Multiplex operators recently welcomed the Goods and Services Tax (GST) Council 's decision to reduce service tax on food and beverages sold in cinema halls to 5% from the previous 18% across all states and union territories in India. This reduced GST rate applies when food is purchased separately from the movie ticket at the theaters; so, it is advisable not to pre-book snacks.
