Multiplexes cash in on Potter mania

With the release of the new Harry Potter movie, 'Harry Potter and the Order of the Phoenix', Warner Brothers has released a multi-dimensional overview into the young wizard's strong impact on the entertainment industry... and Kolkata's multiplexes are cashing in on just that with ticket prices approved at as high as Rs 200.

For instance, Inox Movies has priced its tickets at Rs 180 and Rs 200 in Kolkata for the new Harry Potter movie, while 89 Cinemas and Fame have priced it between Rs 130 and Rs 150 a show.

However, less-marketed standalone movie halls in the vicinity are running at least three shows a day for a maximum Rs 70 per show, the highest price a Kolkatan would pay to watch the movie outside of a multiplex.

Nandan, for instance, which is within 1 kilometre of Inox, Elgin Road, has priced its tickets at Rs 20, Rs 40 and Rs 50, ten, five, and four times less than Inox, Elgin Road .

Likewise, movie halls in South Kolkata have priced the tickets for 'Harry Potter and the Order of the Phoenix' at half or less than that of the multiplexes.

Menoka, for instance, is running shows at Rs 70. Malancha is running the movie for Rs 30, Rs 50, and Rs 60 a show, while Ashoka is running the new Harry Potter at Rs 40 and Rs 70.

Potter fans, however, seem unfazed by the exorbitant ticket prices charged by multiplexes for the new Harry Potter movie as theatres run house-full.

"Yes, multiplexes are a rip-off for almost all movies but the quality and neatness offered at a multiplex balance it," said a college-goer who paid Rs 180 to watch 'Harry Potter and the Order of the Phoenix' at Inox, Elgin Road, on Saturday.

Another college-goer, Rakshit Singh, who paid Rs 200 to watch the new Harry Potter movie on Sunday, said, "Although multiplexes provide more comfort to viewers, what about the seats in the first few rows? Multiplexes definitely need to cut down on their exorbitant ticket rates."

The rationale behind higher ticket prices, according to multiplex owners, depends primarily on the location and the property.

For example, for a multiplex located in the heart of the city, like Inox, Elgin Road, tickets would be priced higher than that of Fame or 89 Cinemas which are located a little farther.

Another rationale, according to multiplex owners for such high ticket prices, in addition to a wider choice of movies, is that multiplexes offer customers shopping malls, restaurants, parking space and air conditioners that work, as well as better picture and sound quality than most single screen theatres.

Also, multiplex owners have to pay hefty taxes to the government which is passed on to the movie-lovers in terms of ticket prices.

According to estimates by film experts, the last sequel, 'Harry Potter and the Order of the Phoenix', would fetch domestic distributors over Rs 8 crore.

The first movie 'Harry Potter and The Sorcerer's Stone', released in early 2000, earned domestic distributors around Rs 2.5 crore, while the fourth sequel""Harry Potter and the Goblet of Fire""released in 2005, fetched domestic distributors close to Rs 5 crore.

Combined, the first four Harry Potter films have grossed more than $3.5 billion worldwide.

The first film, 'Harry Potter and The Sorcerer's Stone', grossed more than $974.7 million worldwide at the box office, ranking it number four on the worldwide all-time highest grossing films.

In its first week of release the film grossed more than $129.4 million in the US and Canada.

The second film, 'Harry Potter and Chamber of Secrets', grossed more than $878.6 million worldwide and $106.1 million for its opening week in the US and Canada.