Mid-Range Sankranti Films Playing with Audience Emotions?

The ticket price hike issue in Andhra Pradesh has now crossed reasonable limits, especially during the Sankranti season. What is worrying many people is that not only big budget star films, but even medium budget movies starring mid-range heroes are being allowed to increase ticket prices for as long as ten days. This move has triggered strong criticism from audiences and trade circles alike.

Recently, the Andhra Pradesh government issued a memo allowing ticket price hikes for Ravi Teja’s Bhartha Mahasayulaku Wignyapthi and Naveen Polishetty’s Anaganaga Oka Raju. For these films, single screen ticket prices can be increased by Rs. 50 including GST, and multiplex prices by Rs. 75 including GST. As a result, ticket rates now touch around Rs. 197.5 in single screens and Rs. 252 in multiplexes. These hiked prices will remain in effect for ten days.

Earlier, the government had already granted similar permissions to big films like Prabhas’ Raja Saab and Chiranjeevi’s Mana Shankara Vara Prasad Garu, including special high priced premiere shows. The concern now is that the same treatment is being extended to every Sankranti release, without any distinction between small, medium, and big films. Some of the films don’t even have much awareness among the public or buzz and still are given hikes.

Many feel this approach sends a wrong message. Increasing ticket prices by Rs. 50, Rs. 75, Rs. 100, Rs. 150, or even Rs. 200 for every festival release makes cinema an expensive luxury for common families. Saying “watch it if you want, or do not” is seen as an insensitive attitude. For many people, cinema is not a weakness or addiction, but an emotional connection driven by love and loyalty.

There is also a practical concern. Content driven films need affordable pricing to build strong word of mouth. Inflated ticket rates only burden the audience directly hurting films that rely on organic appreciation.

If this emotional attachment is exploited excessively, audiences may slowly move away from theatres and prefer OTT platforms. Giving GOs is easy, but increasing people’s salaries and purchasing power is not. If this trend continues, mid-range films might be totally boycotted by audiences due to inflated ticket prices.