SKYROCKETING FOOD PRICES DULLS LURE OF MOVIE OUTING FOR THE MIDDLE-CLASS

As expenses mount, cinemas resort to charging high prices for snacks and drinks to offset the fall in footfall but end up with alienating middle-class families, who now believe that the experience, once their primary source of entertainment, is no longer worth the cost

- 

In India, where cinema is woven into the cultural fabric, the big screen once held an almost sacred allure, especially in the South, where stars like Rajinikanth and Vijay inspired adulation near worship. Today, however, the magic of the movie outing is dimming, squeezed by skyrocketing food and beverage prices, the rise of streaming platforms and the financial realities of middle-class life.

The Telangana government recently issued a statement noting the high prices of food and beverages sold at cinemas. Rathan, a film scholar, laments the transformation of cinema from an affordable escape to a luxury. "A tub of popcorn and a couple of drinks can rival a restaurant meal," he says.

Venkat Raghav, a sports expert and avid moviegoer, agrees: "Food used to enhance the experience, but now it's a monopoly. You're already paying a premium for tickets."