Allu Arjun’s much-awaited film Pushpa 2: The Rule has sparked a debate due to its ticket pricing, set at nearly Rs 1,000 for single screens and Rs 1,200 for multiplexes. Fans and critics alike question the fairness of this steep hike
suresh kavirayani
sureshkavirayani@gmail.com
Allu Arjun’s Pushpa 2: The Rule is set to release worldwide this Thursday, but not without controversy. The film’s producers successfully sought approval from the Telangana and Andhra Pradesh governments to raise ticket prices. This led to the premiere show tickets on Wednesday night being priced at 1,000 for single screens and 1,200 for multiplexes—the highest in Telugu cinema history.
While Allu Arjun often credits his fans, calling them his “Allu Arjun Army,” the decision to impose such high prices has disappointed many. Fans feel burdened, despite the makers claiming the hike is for their benefit.
“Every fan wants to watch their favourite star’s movie on the first day, first show. But these increased prices put unnecessary pressure on them,” said Tummalapalli Ramasatyanarayana, a producer and exhibitor. “The rising budgets of films cannot justify shifting the burden onto the audience.” Ticket price hikes for major releases are not new. Films like Salaar, Kalki, Devara and Guntur Kaaram also saw similar price hikes. However, none reached the extent of Pushpa 2.
A few years ago, a delegation from the Telugu film industry, led by stars like Chiranjeevi, Prabhas and Mahesh Babu, approached Andhra Pradesh Chief Minister Y.S. Jagan Mohan Reddy to request a general increase in ticket prices for big-budget films. The move drew criticism from filmmaker Thammareddy Bharadwaj, who argued, “If you’re making pan-India movies, why impose higher prices only in the Telugu states? This burdens local audiences unfairly.” Benefit shows, once a philanthropic tradition, have changed significantly. “Previously, proceeds from these shows supported star associations or relief funds,” Ramasatyanarayana explained. “Now, they serve as a tool for producers to pocket more money.”
He added, “Stars exploit their fans’ emotions. Fans often go to extreme lengths—selling valuables or taking loans—to buy these tickets. This is unethical. If a star truly values their fans, they should hold benefit shows for free.”
Producer and distributor Natti Kumar echoed these sentiments, calling the practice “emotional blackmail.” He said, “Not every fan is wealthy. Many earn between 7,000 and 70,000 a month. Expecting them to pay exorbitant prices is unreasonable. If Allu Arjun truly cared for his fans, he would not have allowed this hike.”
Natti Kumar also warned of the financial risks such practices pose. “When a film’s ticket price is so high, and the movie turns out to be average, fans feel cheated. This creates negative word-of-mouth, which can harm the film’s performance. With standard pricing, audiences might be more forgiving.”
Some producers argue that stars pressure them into hiking ticket prices to set record-breaking opening-day collections. “These inflated numbers help boost the star’s market value, allowing them to negotiate higher pay for their next projects,” said an unnamed producer. “But if the film flops, the losses fall squarely on the producers, distributors, and exhibitors.”
Ramasatyanarayana concluded, “High ticket prices can sometimes backfire. A more balanced approach is needed to respect fans’ financial limitations while ensuring the industry thrives.”
As the release of Pushpa 2 draws closer, the controversy over its ticket pricing continues to divide opinions. Whether this strategy will succeed or backfire remains to be seen!
