PVR Inox, a prominent multiplex chain, has responded to social media criticism by significantly reducing the prices of its food and beverages.
In an effort to offer more affordable options, they have introduced food combos starting at Rs 99 on weekdays from 9 am to 6 pm. During weekends, they are providing bottomless popcorn with unlimited refills and bottomless Pepsi. Additionally, the company has introduced attractively priced Family Meal Combos, reducing the overall expenditure on food and beverages by up to 40 percent. Previously, a tub of cheese popcorn was priced at Rs 450, while a 600-ml soft drink cost Rs 360.
While these offers present enticing options, it’s important to note that certain terms and conditions apply. The ‘Bestseller @ 99’ offer is not applicable for group bookings or special shows, and it can only be purchased offline. Moreover, this combo is not available in PVR Inox’s luxury cinema formats like LUXE/Gold and TLC cinemas, as well as Director’s Cut.
These initiatives aim to enhance the movie-watching experience and provide affordable choices for customers. Whether it’s enjoying unlimited popcorn or availing discounted meal combos, PVR Inox is committed to catering to the diverse preferences of cinephiles, ensuring they have a memorable time at the movies.
— P V R C i n e m a s (@_PVRCinemas) July 12, 2023
The decision to cut prices came after receiving criticism on social media regarding the high costs of F&B items. The backlash was initiated by a tweet from the user @tridipkmandal, who expressed dissatisfaction with the exorbitant prices at @_PVRCinemas Noida. The tweet highlighted the staggering cost of Rs 820 for a combination of cheese popcorn and a soft drink, which was deemed unaffordable for many compared to other entertainment options such as an annual subscription to @PrimeVideoIN. In response to such feedback, PVR Inox has taken steps to address customer concerns and make movie-watching experiences more accessible and reasonably priced.
After the tweet criticizing PVR Inox’s high food and beverage prices gained significant traction, the company finally responded after a span of 10 days. In their reply, PVR acknowledged the viral tweet, emphasizing their belief in respecting and valuing every opinion, including those of moviegoers in India. Executive Director Sanjeev Kumar Bijli expressed their active efforts in listening to consumer feedback on F&B pricing strategies and their commitment to addressing customer concerns. He further revealed that PVR has curated cost-effective F&B deals to cater to moviegoers and offer appealing options.
Took my parents out for a movie in Guwahati. Spent almost one year of Hotstar Premium Subscription price on Food. pic.twitter.com/mm0OkwePMW
— Amlan (@iamamlan) July 3, 2023
Bijli expressed optimism about the upcoming movie line-up for the following quarters, emphasizing that the newly structured F&B offerings will complement the excitement generated by these films. In addition to PVR’s response, the government also took steps to alleviate the financial burden on movie theaters. They recently reduced the Goods and Services Tax (GST) rates and lowered the service tax on F&B at theaters from 18 percent to 5 percent.
PVR Inox responded to the government’s GST rates for food and beverages (F&B) sold at theaters. The company stated that it had already been charging GST at 5 percent on all F&B items sold at their cinemas. They welcomed the clarification from the government, as it would address industry-wide concerns within the sector. With over 9,000 cinema screens across the country, PVR Inox believed that this clarification would help avoid any GST-related disputes or litigation.