Box Populi
Blockbuster Tuesdays steal the show as India flocks to Rs 99 cinema frenzy nationwide
MUMBAI: Tuesday just got a turbocharged rebrand. Across India, theatres are no longer half-empty mid-week refuges for retirees or bored interns. Thanks to Cinema Day Tuesdays and Blockbuster Tuesdays—a nationwide Rs 99 ticket initiative—cinemas are now bursting at the seams, packing in popcorn-chomping fans like it’s opening night every week.
With over 4000 screens participating, including giants like PVR Inox, Miraj Cinemas, Cinépolis India and Mukta A2 Cinemas, the scheme has sent admissions through the roof. Footfalls in many regions are now rivalling—and in some cases beating—weekend crowds.
That’s right.
Tuesday is the new Sunday.
“Blockbuster Tuesdays is a result of a lot of hard work and collaboration among our industry partners… Cinemas are an indispensable part of our culture,” said Multiplex Association of India (MAI) president Kamal Gianchandani, adding that it’s more than just cheap tickets—it’s a love letter to shared storytelling.
Miraj Cinemas is reporting footfalls equal to its Sunday crowds across metros and tier two cities. Miraj Entertainment Ltd MD Amit Sharma said, “Tuesdays are turning into a celebration for movie lovers. It’s not just about pricing—it’s about reigniting the emotional connect with cinema.”
This Tuesday (22 April) alone offers a spicy mix of cinema fare. Kesari Chapter 2 with Akshay Kumar and R. Madhavan, thriller flick Sinners starring Michael B. Jordan, and Paddington in Peru for families promise to cater to every mood. Not to mention Jaat, still smashing box office charts in its second week.
At PVR Inox, the movement is doing more than just selling tickets. “The surge in F&B spends and overall engagement reflects that people aren’t just coming for the movie—they’re coming for the full theatrical experience,” said PVR Inox CEO – revenue & operations Gautam Dutta. “It’s not a trend. It’s a cultural revival.”
For Cinépolis India, it’s about trust, habit, and nostalgia. MD Devang Sampat remarked, “When a student spends Rs 99 and walks out smiling, it becomes more than a transaction; it is an emotional reconnection.”
Still, not all is sunshine and samosas.
Rahul Puri of Mukta Arts highlighted the structural issues around distribution and pricing. “The Rs 99 revolution is positive but also proves value has to be in sync with expectations—and that isn’t just about ticket prices.”
So, as theatres gear up for another adrenaline-charged Tuesday, one thing is clear: the big screen isn’t going anywhere. And this time, it’s got the audience to prove it.
MUMBAI:If there is a soundtrack to cinema-going, it is the crackle of popcorn and in 2025, audiences at Cinépolis India clearly couldn’t get enough of it. The multiplex chain has revealed its annual popcorn consumption data, showing that moviegoers across its network devoured close to five million tubs of popcorn last year. Broken down, that works out to around 570 tubs every hour, or roughly 10 tubs disappearing every single minute, enough to keep the kernels popping almost non-stop.
In sheer volume terms, Cinépolis sold around 12,000 tonnes of popcorn during the year, underlining just how central the snack has become to the big-screen ritual. Long after the opening credits roll and before the end credits fade, popcorn remains the constant companion.
To celebrate National Popcorn Day on January 19, 2026, the cinema chain is now turning the spotlight on the snack itself. From January 20 to January 31, Cinépolis will run a nationwide “Popcorn Happy Hour”, offering a buy one get one free deal on popcorn across its locations. The limited-period promotion is designed to add a little extra crunch to the moviegoing experience, without adding to the bill.
“Popcorn is the official movie partner, and at Cinépolis, it is the sensory anchor of the cinema experience,” said Cinépolis India managing director Devang Sampat. “With the Popcorn Happy Hour offer, we are making it easier for audiences to add that to their visit, without compromising on quality.”
Sampat added that the consumption data is more than just a fun statistic. Tracking what patrons buy and when they buy it helps the chain refine its food and beverage offerings and shape the overall in-cinema experience. “Our 2025 data helps us understand what patrons are choosing, so we can keep improving the menu and the experience,” he said.
The popcorn push sits within Cinépolis India’s broader Foovies framework, an in-house strategy that treats food and beverages as a core part of cinema-going rather than a side order. The approach focuses on curated menus, value-led campaigns and data-driven decisions, using consumer behaviour to guide what lands at the concession counter.
As theatres continue to compete not just with streaming platforms but with every other leisure option vying for attention, the numbers suggest one thing remains rock-solid: when the lights dim, popcorn still rules the aisle. And with millions of tubs already behind it, Cinépolis is betting that the humble kernel will keep audiences coming back for another bite and another show.
