Movie-going was once a community experience. Sharing laughter and emotions with a group of people experiencing the same story, applauding and cheering at the same moments, made us feel like part of something bigger.
However, with the rise of OTT platforms, such experiences have become more intimate. People rarely go to theatres now, knowing the film will likely be available on streaming platforms within 8 weeks.
Also Read – Neel Locked Till June, What’s Next For Prabhas?
In such a cutthroat environment, theatres are doing their best to earn enough to sustain themselves.
PVR INOX has been trying to bring audiences back to theatres by re-releasing fan-favourite films on the big screen. From Aamir Khan’s classics to Shah Rukh Khan’s nostalgic charm, they’ve tried it all.
Also Read – Sharwa & Sampath Nandi Unite For Bhogi
Besides discounted prices, they’ve also offered private bookings for audiences.
Now, in a fresh attempt to attract moviegoers, PVR INOX has been planning to introduce a new initiative – allowing alcohol inside theatres.
Also Read – Prabhas vs Anushka Shetty Clash: Who Will Win?
They’ve reportedly applied for liquor licenses in Bangalore and Gurgaon to enhance customer experience.
At first glance, this might sound exciting- watching your favourite film while sipping your favourite drink. It could boost revenue and appeal to premium audiences.
But is it really a good idea?
Imagine watching a film with your children while someone next to you is drinking. Allowing alcohol in theatres may compromise the safety and comfort of the shared movie experience.
In some cases, if people under the influence find something controversial onscreen that doesn’t align with their beliefs, they might turn disruptive.
No matter how strictly cinema halls check IDs or monitor consumption, it’s hard to control what happens in a dark hall once the film starts.
This could also negatively influence young people.
Worse still, it could further deepen the class divide.
Movie-going has already become an expensive activity with high ticket prices and overpriced food. Adding alcohol to the mix will only make it more exclusive.
Cinema was meant to be for everyone. The introduction of alcohol could disrupt the sense of community and alienate existing audiences. This move by PVR INOX, which is intended to boost footfall, may ironically end up pushing more people away.
