by Vijaylakshmi
There have been a lot more options than popcorn and cold drinks on the menu at cinemas for a long time now. As cinemas made a comeback post-pandemic, they have been focusing on providing an experience to lure people out of their homes, which seems to have worked. While last year, cinemas had a record footfall with the box office crossing INR 12,000 crore. This year, in the first quarter of the year, certain cinemas have reported that their F&B sales grew higher than movie ticket sales.
An evening at the movies is becoming less about navigating crowds and more about feeling pampered. Ajay Bijli, MD of PVR INOX, reveals, “At luxury screens, it’s not regular staff that serves food, but experts hired from the hospitality sector. I tell my staff to focus on providing the best service so that moviegoers always come back.”
Yogesh Raizada, VP of Wave Cinemas, adds, “Merging high-end restaurants, bars, and lounges with screens plays a major role in attracting moviegoers. They will not just watch the movie and leave but hang out. And that’s the reason F&B business, which has always been a huge part of the cinema business, is now not just flourishing but exceeding ticket sales.”
Bhuvnesh Mendiratta, COO of Miraj Cinemas, says, “Cinemas across the country have been working to create spaces where people want to come and stay even if not for movies. But the food has to be at par with the outside food, and service has to be impeccable.”Exhibitors say that as the footfall in a cinema hall is much higher than in any restaurant, staff have to put in multifold work. An usher at a cinema chain shares, “People forget a bad movie easily, but they remember bad food and hence make it a point to never visit those restaurants where they had a bad meal experience. That’s why our focus is always on improving the cinema snacks without compromising quality.”
Devang Sampat, CEO of Cinepolis India, had earlier told us, “The high-end services have been redefining how moviegoers experience the magic of cinema. Cinemas have introduced gourmet culinary creations by expert chefs which are a huge hit with moviegoers.”
