The steep increase in ticket prices for Coolie and War 2 has once again triggered a debate over cinema pricing in Andhra Pradesh. Social media users expressed shock at the rise even for dubbing films and pointed out that Coolie costs more in Telugu than in its home state Tamil Nadu.
Many believe these inflated rates hurt footfalls and exploit fans while others argue it is a simple case of demand versus supply. Amid this debate YSR Congress social media teams have claimed that Jagan Mohan Reddy always worked to keep cinema tickets affordable for the common public.
This claim is false. Jagan never aimed to keep ticket prices low for ordinary people. His real goal was to pressure the film industry and target celebrities he felt did not show him respect. In particular he sought to damage Pawan Kalyan financially so that producers would avoid working with him and thereby weaken the Janasena Party.
Jagan also acted against others in Tollywood who voiced opinions he disliked. Nani’s Shyam Singha Roy was reportedly targeted after the actor made a casual remark that hurt Jagan’s ego. It is misleading for YSR Congress teams to present him as a Robin Hood figure in ticket pricing.
Another term for Jagan could have posed a serious threat to the industry. If he truly cared for the public his term would not have seen record highs in liquor and electricity prices along with a steep rise in essential commodity costs. Instead non essential entertainment was expected to be cheap while essentials became more expensive.
The new government has chosen a hands off approach allowing filmmakers to set their own ticket rates in line with free market principles. If producers misjudge the pricing they alone will bear the losses making them responsible for shaping their own fortunes.
