While the lack of quality content has been blamed for declining theatre footfall, a deeper issue is the steep rise in ticket and snack prices. Over the years, watching a movie in theatres has become a costly experience, especially with the rise of multiplexes. This trend has pushed the middle-class audience toward OTT platforms and, in some cases, piracy—ultimately hurting the film industry, particularly Bollywood.
In an attempt to address this challenge, filmmakers have occasionally introduced schemes like ₹99 tickets and buy-one-get-one-free offers. However, these short-term strategies have made little lasting impact. Enter Shah Rukh Khan, who recently offered a more sustainable idea.
Speaking at the Waves Summit 2025, Shah Rukh suggested the creation of affordable single-screen theatres in every town, which would screen Indian films across various languages. The focus would be on keeping ticket prices low, ideally under ₹100. His reasoning is clear: multiplex tickets currently range between ₹200 and ₹500, even for small-budget films. While such pricing might be justifiable for big releases like Pushpa, RRR, or Kalki, it alienates everyday moviegoers when applied universally.
Shah Rukh believes that if basic theatres with modest amenities can offer low-cost tickets, audiences would be more willing to return to cinemas—regardless of a film’s star power or box office potential. While the idea is visionary, execution remains a challenge. The film industry is dominated by powerful corporate players, and many producers expect quick returns, making them hesitant to adopt long-term, audience-first strategies.
Nevertheless, if stakeholders begin seriously evaluating such proposals and are willing to invest in long-term gains, the concept of affordable cinema may well become a reality.
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