Imagine this scenario: you have booked tickets for yourself and your family for a film which you are eagerly waiting to watch. On the day of the show, you get an intimation from BookMyShow, the platform on which you bought the tickets, asking you to pay extra per ticket as the price has been hiked.
No, this is not a scene from any Hindi film. It is about your visit to a cinema near you. You could be targeted in this way just as you are preparing to leave with family for what you think would be an enjoyable evening. You wonder what the message from BookMyShow implies. On making enquiries, you are told that since the demand for tickets is heavy, the cinema has decided to sell the tickets at a premium. Fine, you are apt to say, but why target the customers who’ve already purchased the tickets? Well, that’s the way it is. Take it or leave it! Sorry, you can’t even leave it because there is no policy for refund. So, it implies that you MUST take it as you can’t leave it. What’s that they say about my way or the highway?!
Metro Inox cinema in Bombay has been doing this for patrons desirous of watching the latest blockbuster in town, Animal. BookMyShow informs the client thus: “The ticket cost was increased by Metro Inox Cinemas, Marine Lines and the revised pricing along with the break-up gets displayed on the order summary page. Just like airlines, prices of tickets at <cinema name> are dynamic/flexible in nature and can change based on the demand. This is indicated under the cinema terms while booking tickets. Refer to the screenshot…”
Phew! If this is how cinemas are going to fleece patrons, Bollywood would have only itself to blame when people decide to ‘boycott’ cinemas and instead watch films in the comfort of their homes. After all, whoever does this — sell tickets, accept payment, and then ask for extra money just because the demand for tickets has shown an upsurge? Shame!