The price of snacks at movie theatres has skyrocketed, surpassing the cost of tickets and putting a strain on families, especially those with kids. Children are often more interested in treats like popcorn and ice cream than the actual movies, leaving parents feeling pressured to buy snacks. To make matters worse, many theatres prohibit outside food and drinks, forcing moviegoers to pay exorbitant prices for snacks.

In this context, PVR theatres have reported higher food sales than ticket sales. According to Money Control, PVR recorded a 21% increase in food and beverage sales for 2023–2024, compared to a 19% rise in movie ticket sales.

PVR's food sales jumped to Rs 1,958 crore last year from Rs 1,618 crore the previous year. Movie ticket revenues were Rs 2,751 crore for 2022–2023, increasing to Rs 3,279 crore in 2023–2024.