While the audience has become extremely picky about the kind of films they’re willing to spend their time and money on in theatres, they’ve also become just as selective about the type of popcorn they munch on during the film.
The moment one enters the theatre, they’re sure to be greeted by the warm, inviting aroma of buttered, salted, or cheesy popcorn, a snack they look forward to, sometimes even more than the film itself.
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While the films playing in theatres may not always be hits, the popcorn and drinks are a constant, a perfect snack for a not-so-perfect film.
Interestingly, many cinema owners have reported that even as box office collections fluctuate, food and beverage (F&B) revenue has remained steady despite the downturn in ticket sales.
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A big reason for this could be the exceptionally high prices of these much-loved theatre snacks, which help compensate for the drop in ticket revenue.
However, the primary role of cinema halls is to showcase films, the snacks are meant to be secondary.
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The fact that F&B revenue is stable while ticket sales dip says more about the state of Bollywood films than anything else.
It’s no surprise that theatres are doing everything they can to stay afloat. With ticket sales far from spectacular, they’ve had to rely on other sources of income, and F&B plays a major role in that.
But this should serve as a loud wake-up call for Bollywood. The fact that films are being crushed by the price and appeal of popcorn is telling.
Popcorn and cold drinks alone can’t hold up ticket sales forever. It’s time for the industry to deliver fresh, exciting content that makes people want to return to theatres for the films, not just the snacks.
