PVR INOX, a popular multiplex chain in India, has implemented dynamic pricing for movie tickets, leading to criticism from customers who are questioning the fluctuating ticket costs. The company claims the dynamic pricing model offers customers a chance to secure tickets at attractive rates, but many customers feel they are being overcharged. This new pricing strategy comes amidst a decline in footfall following the COVID-19 pandemic and after the company introduced ad-free content. While the company has slashed prices for food and beverages to attract customers, the dynamic pricing for tickets has further fueled public discontent, with customers feeling that the company is trying to capitalize on their movie-watching experience.
