F&B Sales Trump Ticket Sales At Cinemas

Cinemas have long expanded their menus beyond just popcorn and cold drinks, but the post-pandemic era has seen them elevate the entire movie-going experience to lure audiences back. According to reports, the strategy has been successful, with record footfalls last year and the box office surpassing INR 12,000 crore. Notably, in the first quarter of this year, some cinemas reported higher sales from food and beverages (F&B) than from movie tickets.

Reportedly, Ajay Bijli, Managing Director of PVR Inox, highlights this shift by saying, "At our luxury screens, it's not just regular staff serving food, but hospitality experts. I instruct my staff to deliver exceptional service to ensure moviegoers return." This sentiment is echoed by Yogesh Raizada, Vice President of Wave Cinemas, who says, “Integrating high-end restaurants, bars, and lounges with screens significantly attracts moviegoers. They don’t just watch the movie and leave; they hang out, which is why the F&B business is flourishing, even surpassing ticket sales.”

Cinema staff are under pressure to maintain high standards. An usher at a cinema chain explains, "People may forget a bad movie, but they remember bad food and avoid those venues in the future. That's why our focus is always on improving cinema snacks without compromising quality." Devang Sampat, Chief Executive Officer of Cinepolis India, previously remarked, "High-end services are redefining the cinematic experience. Gourmet culinary creations by expert chefs have become immensely popular with moviegoers."