In a bid to revive dwindling sales, theatres across India are offering movie tickets for a discounted price of 99 rupees on May 31, designated as Cinema Lovers Day. This initiative involves both multiplexes and single screens, with major multiplex chains like PVR, Inox, Cinepolis India, Miraj Cinemas, Multa A2, and MovieMax participating. The offer excludes premium formats like recliners, but 90-95 percent of seats will be available at the discounted price. Cinema industry experts believe this offer will boost occupancy rates and kickstart the summer holiday season, which is expected to see a number of big-budget releases.