Multiplexes revolutionise movie menus to fatten their bottom line
Those who say a movie is an experience to savour didn’t mean whetting the creative appetite only. After all, what’s a movie without popcorn and cola? Well, with investment in state-of-the-art multiplexes going through the roof, and a limit to hiking ticket prices, exhibitors are looking to sweeten the Food & Beverage (F&B) pie.
So, while tubs of popcorn and cola cups ruled cinema halls for decades, multiplexes are now going from bottom line to waistline by virtually bringing the food court into the auditorium. Move over sandwiches and samosas… enter nachos, kebabs, falafel, combo meals and even gourmet meals!
As always, the truth is in the number-crunching: F&B pie currently accounts for around 25 per cent of an exhibitor’s revenue. Thus, multiplexes are innovating both their menus and strategy and even serving patrons’ custom meals at their push-back seats. And sometimes, their menus are more appetising than the big-screen offering!
According to a FICCI KPMG, Media & Entertainment report of 2012, although tickets account for a majority of revenue for a multiplex, revenue from F&B and advertising has increased substantially over the last three years. Says Sanjeev Bijli, Joint Managing Director, PVR Ltd, “The contribution of F&B is 25 to 30 per cent.Cinema advertising accounts for 10 to 12 per cent of a multiplex’s revenue and the bulk comes in from ticket sales.”
