The government order (GO Ms No. 13) issued by the Jagan Mohan Reddy government in Andhra Pradesh over fixation of entry ticket rates in cinema theatres came as a big relief to the Telugu film industry.
In fact, the Tollywood is more than happy with the rates fixed by the government, ranging from a minimum of Rs 20 in the theatres in gram panchayats and the maximum of Rs 250 in the multiplexes in municipal corporations.
Since the AP government has allowed collection of the goods and services tax (GST) separately, on the lines of the rates in Telangana, the Tollywood is of the view that the rates would definitely work out for them.
However, there is one issue that may be a little inconvenient to the exhibitors. It is about the condition that 25 per cent of the seats in all the theatres in all the areas – whether AC or non-AC or special theatres, irrespective of their location – be earmarked as non-premium category to enable cinematic experience for those who cannot afford premium category.
It is like reserving 25 per cent of the seats in private colleges to the poor people. How this non-premium category is decided has not been made clear in the GO.
“One wonders such a reservation is ever followed, because nobody bothers whether the theatres are implementing it or not, once the GO is issued, unless the local revenue officials are very particular,” an analyst said.
The GO also mentions special ticket rates for those films whose budget is super high – that is above Rs 100 crore, exclusive of the remuneration of heroes, heroines and directors. The rates are decided a week before the release of the films, subject to the condition that 20 per cent of the film should have been shot in Andhra Pradesh.
“This is also not a bad condition. If the film makers shoot a couple of songs or a scene or two in Andhra, it is enough. And who will measure the length of the scenes shot in Andhra or not?” the analyst said.
All in all, the GO has come as a major relief for the film industry. They can focus on the film making and marketing, unless the government comes up with different set of rules some time later.
