The debate over exorbitant movie ticket prices has resurfaced with the release of big-ticket films, with governments in Andhra Pradesh and Telangana approving special hikes for major releases. While such concessions are often sought in the name of star power and production costs, industry observers are questioning whether dubbed films should also enjoy the same benefits, particularly when their promotional campaigns in the Telugu market are limited.
The latest controversy surrounds Rajinikanth-starrer Jailer 2, for which the Andhra Pradesh government has issued a new G.O. permitting increased ticket prices for seven days. Single-screen theatres can charge an additional Rs 50 per ticket, while multiplexes have been allowed to raise prices by Rs 75.
The decision has triggered criticism on social media, with moviegoers questioning the rationale behind the hike, especially when the makers have not undertaken an aggressive promotional campaign in the Telugu states.
The issue has gained further attention following the ticket price hikes approved for dubbed movie Toxic: A Fairy Tale for Grown-Ups, which has sparked a debate over affordability even before its release.
A distributor questions why Telugu audiences should pay a premium to watch dubbed films when the same stars and their movies are available at comparatively lower prices in their home markets.
“When Rajinikanth film is being offered at around Rs 180 in Tamil Nadu, why should Telugu audiences pay more? It amounts to taking advantage of Telugu moviegoers, who have traditionally supported films across industries,” he points out.
The distributor believes the underwhelming performance of films such as Coolie, War 2 and Toxic should prompt distributors to reconsider aggressive ticket pricing. He argues that repeated hikes could alienate audiences rather than encourage them to watch films in theatres.
“Instead of increasing ticket prices in Andhra Pradesh and Telangana, they should leave some money in the pockets of audiences, especially during the festive season in October and other expenses,” he says.
Producer Lagadapati Sridhar also believes that the issue of high ticket prices in the Telugu states needs immediate attention. “Ticket pricing has to be moderated. Many can learn from Dhurandhar, which had minted gold, collecting around Rs 1,000 crore gross in a week despite lower ticket rates,” he says.
Sridhar further highlights the unique appeal of Telugu audiences, who have consistently embraced stars and films from different industries.
“Telugu viewers are among the most passionate movie lovers. They watch stars like Ranveer Singh, Rajinikanth, Yash and Dulquer Salmaan with the same enthusiasm as they do Telugu superstars. You won’t find such an audience anywhere else,” he adds.
He also appeals to the governments of both Telugu states to avoid frequent ticket price hikes and ensure that cinema remains accessible to a wider audience. “Cinema is an art form and has to be affordable for common man who would like to visit a theatre with family or he would be forced to come alone due to premium tickets. Huge success of Telugu films like ‘Maa Inti Bangaram’ to ‘Irumudi’ showed that nominal ticket rates are justified,” he concludes.
The larger question, therefore, is whether special ticket pricing should become a routine privilege for big releases, including dubbed films, or whether affordability and audience goodwill should take precedence.
