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Ragalahari
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The Rs 100 magic: Bollywood to influence Tollywood?

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The National Cinema Day experiment by national multiplex chains went well last week. On September 23, cinema ticket prices were available at just Rs 75. Three national multiplex chains sold 63 lakh tickets on the day, with Ranbir Kapoor's Hindi film 'Brahmastra' alone selling 15 lakh of them.

On Sunday, the makers of 'Brahmastra' announced a special Navratri offer, saying that the film will be made available for a price of Rs 100 from September 26 to 29. The makers of 'Virakm Vedha', the Hrithik Roshan-starrer, too have made a similar announcement. This film is heading to theatres on September 30.

The National Cinema Day experiment was like a pilot project to gauge the audience's response to attractive discounts. Some day, Tollywood producers and exhibitors, too, are going to implement the lessons from this new marketing practice. Big-ticket movies like 'Salaar', 'Adipurush', SSMB28, 'Pushpa 2' might implement deep discounts after 15-20 days of their release to attract repeat audiences and price-sensitive sections like families. But small films may have to do it depending on how financially feasible the discounts are.