The Hindi-language film, 'Mr. & Mrs. Mahi', is hitting the screens today. A romantic sports drama film directed by Sharan Sharma, it has been produced by Zee Studios and Dharma Productions. Multiplexes in most of the States are screening the film at Rs 99 per ticket on the occasion of the Cinema Lovers Day.
And the initial rush of enthusiasm shown by the audience in metros suggests that the offer is paying rich dividends. As per trade analyst Himesh Mankad, the film is operating at "unheard-of occupancy in Delhi". He added that he has not seen a sight of theatres running to packed houses in a long time for a mid-budget film. "This proves that India is a price-sensitive market. Also a message to producers to objectively identify the potential of their product and opt for affordable pricing," he says.
Mid-range films in Hindi have been failing to attract the audience to theatres since 2021. Rs 99 is an unsustainably low bar for multiplexes. But they should come out with some optimal number that doesn't put them at a huge disadvantage.
