PVR Premiere, the plush theatre in Ambience Mall seems to be buckling to pressure during this economic downturn. The morning show rates have been slashed by over 45 per cent. Tickets priced at Rs 185 just last week now cost between Rs 50 and Rs 150 for all shows. The spokesperson for PVR refused to comment on the price slash, however the big banners hung throughout the mall declare, ‘Now watch movies for Rs 50’. Weekend shows remain steady at Rs 225 for evening shows. Following suit is PVR Metropolitan at the MGF Metropolitan Mall, Gurgaon, that has reduced rates from Rs 150 to Rs 75 for all morning shows. The reduced rates are valid only for Gurgaon not Delhi. While PVR has only recently made this move, the eight-screen Spice cinemas in Noida, had reduced its rates to Rs 40-50 for all shows during the weekdays (Monday-Thursday), last November. “The decision to slash rates is region specific. Only if other properties within 5-10 kms slash their rates, then we might reduce our prices. But something in Gurgaon does not affect us,” says Yogesh Raizada, Head, Corporate communications, Wave Cinemas.
