For a long time now, cinemas have offered more than just popcorn and cold drinks on their menus. Following their post-pandemic resurgence, cinemas have focused on enhancing the overall experience to entice audiences out of their homes, and it appears to be paying off. Last year, cinemas saw record attendance, with the box office surpassing INR 12,000 crore. Remarkably, in the first quarter of this year, some cinemas have reported higher revenue from food and beverage sales than from movie ticket sales.
An evening at the movies is transforming from navigating crowds to experiencing luxury. Ajay Bijli, MD of PVR INOX, shares, “At our luxury screens, food is served not by regular staff but by experts hired from the hospitality sector. I emphasize to my team the importance of delivering exceptional service to ensure moviegoers return.”
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Yogesh Raizada, VP of Wave Cinemas, explains, “Integrating high-end restaurants, bars, and lounges with our screens is crucial for attracting moviegoers. They stay to socialize rather than just watch the movie and leave. This strategy has led to our food and beverage business not only thriving but also surpassing ticket sales.”
Bhuvnesh Mendiratta, COO of Miraj Cinemas, states, “Cinemas nationwide are striving to create environments where people want to linger, even if not for movies. However, the food must match the quality found outside, and the service must be impeccable.”
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Exhibitors point out that cinema halls attract far more visitors than any restaurant, requiring staff to put in significantly more effort. An usher at a cinema chain notes, “People quickly forget a bad movie, but they remember bad food and avoid those places in the future. That’s why we focus on continually improving our cinema snacks without compromising on quality.”
Devang Sampat, CEO of Cinepolis India, previously mentioned, “High-end services are transforming the moviegoing experience. Cinemas now offer gourmet dishes crafted by expert chefs, which have become immensely popular with audiences.”
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