The Indian box office in 2024 revealed a fascinating, if troubling, narrative about audience behavior and industry strategies. On one hand, the average ticket price (ATP) experienced a modest increase of 3%, rising from Rs. 130 in 2023 to Rs. 134 in 2024. On the other hand, footfalls dropped significantly by 6%, falling to 88.3 crore. This divergence – higher prices with fewer attendees – reflects the evolving dynamics of Indian cinema, influenced by economic pressures, technological advancements, and audience preferences.
Rs. 134 a ticket, but at what cost? The silent crisis in Indian theatres as rising ATP and shrinking footfalls reshape Indian cinema
Over the past few years, ATP growth has been a critical driver of box office revenue. In 2024, this trend continued, albeit at a slower pace, with ATP for all languages increasing to Rs. 134. When broken down further, the ATP for Hindi films rose from Rs. 196 in 2023 to Rs. 203, while Hollywood films saw an increase from Rs. 237 to Rs. 245. This steady climb underscores the industry’s strategy to compensate for declining footfalls by extracting higher revenue per ticket sold.
However, this reliance on ATP growth as a revenue buffer comes with risks. Price-sensitive audiences, especially in Tier-II and Tier-III cities, face greater barriers to cinema access. As inflation and living costs rise, discretionary spending on entertainment becomes more selective. While premium pricing might work for big-ticket blockbusters, it alienates a segment of the audience who might otherwise contribute to higher footfalls.
Veteran trade analyst Taran Adarsh, in an exclusive conversation with Bollywood Hungama, firmly believes that the ticket prices should come down, but he also calls for improvement in content. “I genuinely feel that ticket prices need to be affordable,” he said. “I have always said this that one of the reasons why movies used to work big time in the 80s and 90s was the affordable ticket pricing. We didn’t have multiplex culture in those days. We had only single screens. We used to have balcony and stall. At that time, anyone and everyone could afford. There were limited choices as far as refreshments are concerned in the interval. And the rates were never exorbitant. The counters in the interval used to be crowded. But today if you visit a theatre on Monday or Tuesday, they are empty. But I have realized this also that over a period of time that even if you keep the ticket price at Rs. 99 also and the content is not worth it, even that pricing will not work. These days, films crash on the first day itself. We get reports by the evening.”
The 6% drop in footfalls is an alarming signal for the industry. While blockbusters like Pushpa 2: The Rule and Stree 2 drew large crowds, mid-budget films struggled to attract significant audiences. This imbalance reveals a growing trend: audiences are prioritizing high-budget, star-driven films that promise a grand cinematic experience while reserving smaller films for streaming platforms.
The shrinking footfalls highlight an industry in transition. For many, the convenience and affordability of OTT platforms have made them the default choice for mid-tier and independent films. This disruption is particularly significant as it shifts a large portion of content consumption away from cinemas, further exacerbating the gap between big-screen spectacles and smaller productions.
However, Adarsh pointed out some exceptions that have done well at the box office despite being mid-sized films. “There was a film called Munjya, which did very well. There was a film called Article 370. It did excellent business. A good film will always score (in the theatres), irrespective of it being a big film or a small film or mid-range. Today, OTT is not the main option. During COVID, it was the main option because we didn’t have a choice.”
Several factors influenced how audiences engaged with Indian cinema in 2024.
Moviegoers are increasingly saving their theatre visits for major blockbusters, while smaller films are often deferred for their OTT releases. This selectivity creates a polarization in box office performance, with big films performing exceptionally well while mid-budget offerings struggle. Rising inflation and living expenses have constrained discretionary spending. For many families, a theatre visit has become a less frequent luxury, with affordability now a key concern. Streaming platforms have reshaped content consumption patterns, offering a more convenient and cost-effective alternative to theatres. This is especially true for mid-tier and independent films, which often find their audiences online rather than in cinemas.
The current trends pose both opportunities and challenges for Indian cinema. The reliance on ATP increases to sustain revenues offers short-term relief but poses long-term risks. If ticket prices continue to rise without addressing the declining footfall, cinemas could lose a significant portion of their core audience. This could undermine the long-term viability of the industry, especially in smaller cities where affordability remains a critical issue.
The trends of 2024 reflect an industry at a crossroads. While high-profile blockbusters continue to thrive, the declining footfall and rising ATP signal the need for introspection and innovation. Striking a balance between premium pricing and widespread accessibility will be key to preserving the cultural and economic vibrancy of Indian cinema. To ensure sustained growth, the industry must focus on balancing ticket prices with efforts to boost attendance.
Also Read: Box Office blues: India’s 2024 collections drop to Rs. 11,833 cr despite Pushpa 2 and Stree 2’s blockbuster success
More Pages: Article 370 Box Office Collection , Article 370 Movie Review
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