TFI Rethinking It’s Mistake? Dhandoraa, Eesha, Shambhala

For the past few years, ticket pricing has remained one of the most debated topics in the Telugu film industry. During the previous government’s tenure in Andhra Pradesh, ticket prices were drastically reduced, which caused severe concern among producers, exhibitors, and distributors. The industry openly protested, arguing that such cuts made theatrical business unviable. Eventually, the prices were revised, and for a brief period, the situation appeared balanced. Both audiences and industry stakeholders felt the revised rates were reasonable, and things seemed to settle.

However, a new issue has emerged. For big-budget star driven films, ticket prices often go well beyond the standard government approved rates. This continuous escalation has started to frustrate audiences. Many viewers now believe that high ticket prices are one of the key reasons for declining footfalls in theatres. Families, in particular, think twice before visiting cinemas when watching a single film becomes an expensive affair.

At this point, small and mid-budget filmmakers have begun experimenting with a different approach. Instead of increasing prices, they are intentionally lowering ticket rates to attract more audiences. A recent example is Raju Weds Rambai, which was released with tickets priced at Rs. 99 in single screens and Rs. 150 in multiplexes. This move delivered encouraging results. Occupancies improved noticeably during the days these prices were applicable.

The film received average word of mouth, but the crowd turnout exceeded expectations mainly because audiences felt the pricing was fair and not heavy on their pockets. They encouraged even an average film simply because the ticket pricing was in control. Even though the revenue per ticket was lower, higher occupancy ensured better overall returns for the producers.

Inspired by this success, other filmmakers are now adopting the same formula. Among the films releasing during the Christmas weekend, Dhandoraa and Eesha have officially announced similar pricing. Both films will offer tickets at Rs. 99 in single screens and Rs. 150 in multiplexes. The Shambhala makers have opted for slightly higher prices, with Rs. 150 in single screens and Rs. 200 in multiplexes.

This trend suggests a clear shift in thinking. Instead of relying purely on hype or star power, filmmakers are now focusing on accessibility. If this strategy continues to deliver results, it could encourage the industry to rethink ticket pricing and rebuild the theatre going habit among audiences.