A media report has stated that PVR Inox, dominant player in the entertainment business, has sought licenses to serve alcohol in theatre lounges in select markets such as Gurugram and Bengaluru, to attract audiences back to theatres. With the OTT platform making people watch movies at home, the footfalls at theatres have seen a downward swing. Besides, many big star movies have failed in the recent past, affecting the theatre business.

The proposal has resulted in a public debate with many raising concerns of allowing liquor in theatre lounges, ranging from discomfort to other movie goers to unruly behaviour to women’s safety and even how liquor can be allowed where kids below the legal drinking age maybe hanging out. There is as such a growing dissent among movie goers that the theatre experience is an expensive affair with prices of ticket and food and beverages is extremely high.

PVR Inox’s explanation is that it would enhance the customer experience in the lounges. It is trying its best to shore up revenues, even by re-releasing classics and major hits of the past, but that has not really enthused the audience to coming back to theatres.

It must be mentioned that in the recent Karnataka Budget, the Chief Minister, Siddaramaiah had said that the cost of the tickets in all theatres of the state, including multiplexes here, will be capped at ₹200. If this happens, then the multiplexes which have invested heavily would be further affected.

PVR Inox’s stock has dropped 60% from its peak due to underwhelming box office performance and market corrections.