Why shouldn’t the price of cinema tickets be increased?
The increase in cinema ticket prices for 1402 will have unpleasant consequences in the discussion of cinema economy and the efficiency of social vitality.
Charso Press: In the coming days, the new price of cinema tickets will be announced. A rate that reliable reports indicate an increase of 33%. Of course, other unofficial rumors also indicate that the rate offered by cinemagoers to the cinema organization has exceeded 33% and they have charged 70,000 tomans for the ticket. However, what has been confirmed for many people is that the Association of Cinematographers has proposed one of the two prices of 60 and 70 thousand tomans for next year’s cinema tickets, and now everything is waiting for the approval of the cinema organization to determine which is the cheapest entertainment for the people of Iran. What amount is to be provided for the next year?
Before we want to look at parameters such as the increase of half-price days, the implementation of the floating ticket plan, the implementation of popular screenings for each film, etc., as a solution, we must pay attention to the principle that the first important thing to strengthen the foundation of cinema in 1402 , the maximum attendance of the audience is in dark halls, and this cannot be achieved except by not increasing the ticket price.
It is true that with the increase in the price of tickets, solutions such as those mentioned above can prevent the maximum drop in audience, but we must also pay attention to the fact that according to the experience of different years, any increase, even if minimal, in the price of cinema tickets, It will cause a percentage of the audience to drop, so the first solution to maintain the existing number of audiences for the next year of cinemas is not to increase the price of cinema tickets.
It is quite natural that all cinematography and film production indicators have faced a sudden increase, but it is certain that the coverage of this amount of expenses will not be covered by the increase in ticket prices, and the box office will certainly move behind these per capita figures.
Therefore, if for the year 1402, the ticket price remains the same at 45 to 50 thousand Tomans and plans such as multiple half-price days or floating tickets are implemented, we will see an increase in the number of visitors. In fact, instead of looking at the ticket as a tool and making a possible profit by increasing the ticket price, cinemas should think about the policy of increasing the audience and trying to increase the occupancy rate of their seats rather than using the clichéd method of increasing the ticket price.
This method, every year, has led to the fall of a part of the cinema audience. Also, when the ticket price for this year increased by 50% and reached from 30 thousand tomans to 45 thousand tomans, the consequences of this decision became clear in the same Nowruz screening. Where only 755,000 people watched movies in the first 13 days of April, so that a weak figure was reached in the golden time of the annual screening. The continuation of this policy for the next year will definitely cause a significant decrease in the audience’s share of cinema seats and will place the cinema with all its assets in an unsafe abyss.
Some hearsays also say that the directorate of the cinema organization has expressed its serious opposition to the increase in ticket prices and asked cinematographers and broadcasting offices to implement the maximum flexibility policy with the same ticket price. Naturally, the reception of 1,000 people from a 45,000 Toman ticket will be much better than the reception of 500 people from a 60,000 Toman ticket, and this is a very important point that, unfortunately, has not been paid attention to in recent years.
If the ticket price for the next year is not accompanied by an increase and on the other hand, the incentive plans are revived immediately after the Nowruz holiday, then it can be easily claimed that the box office of the spring season of cinemas can be half as productive as the annual box office of 1401. This solution will bring much more profit to movie owners, distribution offices and of course movie theater owners, and people will also be more receptive to cinemas.