The Multiplex Association of India (MAI) on Wednesday said movie ticket pricing is “dynamic and flexible” and fluctuates based on factors like location, day of the week, seat type, film format, and cinema format as well as inflationary pressures.

The industry body said evaluation of pricing must account for broader economics of the movie business, which involves multiple stakeholders, including producers, distributors and exhibitors.

The industry body was reacting to a recent statement by film producer Karan Johar, who suggested cinema exhibitors are responsible for the high ticket and food and beverage (F&B) prices.

“In 2023, the average ticket price (ATP) across all cinemas in India was ₹130 per ticket. The country’s largest cinema chain, PVR INOX, reported an ATP of ₹258 for 2023-24. Additionally, the Average Spend Per Head (SPH) on F&B at PVR INOX during this period stood at ₹132. This brings the total average expenditure for a family of four to ₹1,560 — significantly different from the ₹10,000 figure carried in the media reports,” Kamal Gianchandani, President, MAI, said in a statement.

The industry body said cinema operators use “sophisticated digital tools” to stimulate audience demand and optimise pricing, offering discounts and promotions that make cinema outings more affordable.