Amidst dwindling movie releases and declining audience numbers, theaters are gearing up to lure more viewers by offering discounted tickets.

On May 31, celebrated as Cinema Lovers Day, multiplexes and single-screen cinemas across the country will unite to offer movie tickets at just Rs 99. This initiative, spearheaded by the Multiplex Association of India (MAI) and major chains like PVR Inox, Cinepolis India, Miraj Cinemas, Multa A2, and MovieMax, aims to revitalize the cinema experience and attract more patrons through their doors.

Kamal Gianchandani, head of MAI and CEO of PVR Inox Pictures, stated that this special offer will be available on approximately 4,000 screens nationwide, covering a vast majority of theaters. While premium formats such as recliners may be excluded, around 90-95% of seats will be accessible at the discounted rate.

Moreover, many single-screen cinemas, especially in the South, are also expected to participate in the initiative, offering tickets for even less than Rs 99, possibly as low as Rs 70.

Gianchandani anticipates that this offer will kick-start the summer holiday season for theaters, providing a much-needed boost to the box office. He emphasized that while the impact may not be significant in the overall picture, it will certainly invigorate the cinema industry as it gears up for a slew of releases in the coming months.

The initiative aims to make movies more accessible to families, especially during the peak summer season when children are on vacation and seek indoor activities in air-conditioned environments. Gianchandani expects higher attendance on Cinema Lovers Day, with families and youth likely to dominate footfalls.

Reflecting on the success of similar initiatives in the past, such as National Cinema Day in 2022, Gianchandani highlighted the potential of this year's event. With a lineup of both existing hits and new releases like "Mr & Mrs Mahi" and "Chhota Bheem and the Curse of Damyaan," cinemas are poised to witness a surge in ticket sales and footfalls on May 31.