Ticket prices for 'Shamshera' have not been hiked to attract more walk-ins by cinema patrons

Those from the trade feel this is a smart move by the producers, as controlled ticket prices will ensure more footfalls and encourage walk-ins, if the early reviews and audience reports turn out to be favourable.

Ticket prices on booking websites has suggested that there's been a marginal rise in prices. Again, this seems unusual for the production house of Shamshera, which has a history of hiking ticket prices for its big releases. One Trade analyst said, "This is actually a great move by Aditya Chopra. Keeping the ticket price to the low bracket for the first couple of shows will make sure that many come to the cinema halls and then if the film is good it will translate to positive word of mouth. If this works out, we may see many subsequent films and multiplexes adopt a similar strategy for their releases. Bhool Bhulaiyaa 2 had also benefitted from this strategy.''

Many analysts feel that high ticket prices discourage a sizeable per cent of audience from watching films in theatres. The low ticket price strategy is more suited to post pandemic times and boosting viewer confidence to return to theatres.