What is the clear message of a 50% increase in cinema tickets?

Theater News Base: Yesterday, it was officially announced that from today, March 9, tickets for Nowruz movies will be sold at a new price, and modern, premium, first and second grade cinemas will receive tickets for 45, 35 and 25 thousand Tomans, respectively. Although the price increase was previously requested with reasons, and it was said that all the different classes related to this issue agreed with it, and it was also emphasized that the decision was made “with the aim of attracting more audience”, but since last night, different reactions. Has brought.

In this regard, Amir Hossein Alam al-Huda, a cultural expert, wrote a note and emphasized that with unbridled inflation and a 50% increase in the ticket prices of the cinemas that have the most audiences, how can the number of audiences in 1998 be attracted? He has made suggestions in this regard, which you can read in detail below.

“A 50% increase in the price of cinema tickets does not present a clear vision for Iranian cinema in 1401.

More than 70% of the total sales of Iranian cinema’s year belong to cinemas whose tickets have grown by 50%. Modern cinemas or the newly built cinema campuses in 1401 are faced with an increase in ticket prices, and it seems that the astonishing increase in the cost of production, distribution and cinematography has left no choice but to increase the ticket price for Iranian cinema!

In the words of experts in the field of industry and agriculture, etc., we have seen that due to the increase in the cost of production of daily necessities, per capita consumption of meat, dairy, rice and poultry has decreased sharply, and producers, distributors and sellers are dissatisfied with this situation!

Well, there is a clear message that these analyzes show that people react directly to increase their essential expenses and have no choice but to consume less! And the other task of the audience of Iranian cinema, who use only domestic products and do not have the necessary necessities, is clear!

And now the cinema, which in 1998, 26 years ago, had a relatively good year with 26 million tickets, a relatively good year in the 90’s (‘s no good definition!) And in 1400, it was able to attract a population of about 7 million people in 12 months. (Of course, according to the Corona pandemic), now how can it control the equivalent of keeping the minimum audience of 1398 in 1401 with unbridled inflation with this 50% increase in ticket prices?

Let’s do a simple multiplication and division; If in 1401 Iranian cinema sold 26 million tickets as in 1998, that is, with an average ticket price of about 39 thousand tomans across the country (‌ the average ticket price of all cinemas with all their quality grades) more than 1000 billion tomans should be the sale of 1401! That means more than 360% increase in sales compared to sales of about 300 billion tomans in 1398!

An impossible and unattainable number! But what should cinema do?

My recommendations for changing the policy of “only increase the ticket price” to compensate the costs to “increase the audience by managing the average ticket price at the level of about 33 thousand tomans!” For cinema campuses that sell 70% of Iranian cinema, it is:

1) Increasing the half-day ticket offer days to two days

2) The ticket price level for normal days should not exceed 35 thousand tomans.

3) All hours before 4 pm on normal days, the ticket must be 30 thousand tomans.

4) On holidays before 4 pm, the ticket price is 35 thousand tomans and after 4 pm is 45 thousand tomans.

5). Cinemas should activate their audience club and provide stimulating discounts to club members during the days and hours of cinema downturn.

6) Group tickets for contacts with a significant discount.

7) Stagnant and unpopular chances and even with the average audience of cinemas with three ticket prices (15, 25 and 35 thousand tomans) based on the placement of seats on the cinema screen to be provided to the audience in terms of quality.

“Finally, every cinema owner and director should rate his tickets based on the geographical region, regardless of the quality of the cinema, based on the audience’s knowledge and the regional income of the people.”

It was announced yesterday that the proposed table for the relative increase in cinema ticket prices proposed by the Screening Guild Council to the Cinema Organization has been set by the Cinema Organization with a view to “attracting more audiences and maximizing the presence of different groups of people.”

Accordingly, in addition to the projected relative increase, cinemas were required to sell first-minute screenings every day of the week at half price.