On October 13, you can enjoy movies like Shah Rukh Khan’s “Jawan” in theaters for only Rs 99, thanks to a tradition initiated by multiplexes last year. This practice emerged as a response to the challenges faced by the film industry during the post-pandemic era, with empty theaters and box office disappointments. Initially a marketing strategy, it now promises significant savings for moviegoers.
Major multiplex chains in India have come together to celebrate National Cinema Day, and it began last year with substantial reductions in ticket prices. But what led competing multiplex chains to unite for National Cinema Day, and what’s the reason behind its celebration? And most importantly, why is the date significant for you. We’ve got the answers, just read on.
What is National Cinema Day and why is it celebrated?
In 2022, the Multiplex Association of India (MAI) introduced National Cinema Day to mark the reopening of cinemas following the Covid-19 pandemic. The MAI decided to provide substantial discounts on movie tickets on this occasion, urging the audience to show their support for cinema hall proprietors who had experienced substantial losses during the pandemic.
Another key reason to celebrate National Cinema Day is to counter the competition posed by the rise of OTT platforms, especially during the Covid-19 pandemic. It’s an attempt by cinema hall owners to rekindle the magic of the big screen and applaud the success of recent blockbuster films like Jawan, Gadar 2, and OMG 2, which played a pivotal role in bringing audiences back to the theatres.
This year, National Cinema Day will unfold across more than 4000 participating screens, including renowned cinemas such as PVR, Inox, Cinepolis, Miraj, City Pride, Asian, Mikta A2, Movie Time, Wave, M2K and Delite among others.
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What is MAI?
The MAI was established in 2002 under the umbrella of the Federation of Indian Chamber of Commerce and Industry (FICCI) by leading cinema operators. MAI represents more than 11 cinema chains, operating over 500 multiplexes across the country, encompassing around 2500+ screens. In simpler terms, MAI represents approximately 75% of the multiplex industry in India.
When is National Cinema Day celebrated?
Multiplex proprietors have yet to settle on a specific date for National Cinema Day. After a few adjustments to the date, it was celebrated on September 23 last year, with tickets offered at a reduced price of Rs 75. This turned out to be a remarkable achievement, recording an all-time high of 6.5 million single-day admissions. This year, National Cinema Day is scheduled for October 13.
Coming to the most important point of this article: What’s in it for you, and why should you mark National Cinema Day on your calendar every year? This year, MAI has decided to offer movie tickets for all films at the unbeatable price of Rs 99 on October 13. To rain on your parade a little, this Rs 99 doesn’t include additional charges (convenience fee + GST) levied upon a ticket purchase. Also, this offer isn’t applicable on premium formats like IMAX, 4DX, or even recliner seats. It is a Pan-India offer, but excludes states like Andhra Pradesh, Pondicherry, Tamil Nadu, Kerala and Telangana.
With that in mind, you have the opportunity to relish recent hits like Shah Rukh Khan’s “Jawan,” “Fukrey 3,” and Akshay Kumar’s “Mission Raniganj” at this incredibly low price. PVR also took to Twitter to reveal that food and beverages will be on offer, starting at a mere Rs 99. It’s worth noting that this deal is valid in specific cities and theaters.
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