PVR INOX, a popular multiplex chain in India, has introduced dynamic pricing for movie tickets, sparking criticism and concerns from customers. The company’s new pricing strategy has been met with resistance, with many customers expressing their dissatisfaction with fluctuating ticket prices. A company representative confirmed the implementation of dynamic pricing, stating that it allows customers to get tickets at competitive rates. However, numerous social media users have reported experiencing fluctuating prices, often finding themselves charged higher amounts than initially advertised.
The new pricing model has triggered a wave of criticism, particularly given the recent decline in footfall following the COVID-19 pandemic. Customers have taken to social media platforms like X and Reddit to voice their frustration, pointing out the inconsistencies and perceived overcharging associated with dynamic pricing. Some have even drawn parallels to the practice in flight ticketing, highlighting the perceived unfairness of dynamic pricing for movie tickets.
The company’s recent introduction of ad-free content and slashed prices for food and beverages seemed aimed at attracting customers back to theaters. However, the dynamic pricing strategy appears to have backfired, exacerbating customer discontent. Many argue that the company’s pricing practices are exploitative and designed to maximize profits at the expense of customer satisfaction. Critics further highlight the fact that PVR INOX has seen its F&B business grow faster than ticket sales, suggesting a focus on maximizing revenue from concessions rather than providing a fair and transparent ticketing system.
The dynamic pricing controversy has raised questions about the company’s commitment to providing a positive movie-going experience. While the company maintains that dynamic pricing aims to offer flexibility and value to customers, the public outcry suggests a need for greater transparency and communication regarding the pricing model. As the controversy unfolds, it remains to be seen whether PVR INOX will reconsider its dynamic pricing strategy or address the concerns of its dissatisfied customers.
