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«The performance of both 'Azaad' and 'Emergency' at the box office has broken the myth in the industry that low ticket prices ensure high footfalls in theatres,» said Ameya Naik, producer and founder of event management company Fantasy Films.
Exhibitors celebrated Cinema Lovers Day on January 17 and offered tickets at '99. On the same day, 'Emergency' and 'Azaad' were released. Despite the Cinema Lovers Day, 'Emergency' and 'Azaad' collected '2.5 crore and '1.5 crore, respectively. This shows that lower ticket prices do not translate into higher footfalls in theatres. Also, according to box office data research firm Sacnilk, the overall occupancy levels for 'Emergency' and 'Azaad' have been in the range of 5-7% since their release last Friday.
Komal Nahta, a veteran trade analyst, said, «There was a novelty factor when exhibitors launched the campaign of celebrating National Cinema Day by offering tickets at '99. But gradually, this campaign began to lose its charm. Reducing ticket prices is not enough. Audiences want a combination of entertaining and exciting content along with reasonable ticket pricing.»
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