Cinema operators in India believe that Prime Minister Narendra Modi’s appeal to reduce overseas discretionary spending and focus on local consumption could give a fresh boost to the film exhibition industry.
According to PVR INOX promoters, rising global uncertainty and higher travel costs may shift consumer behaviour toward more affordable entertainment options such as cinema-going.
Ajay Bijli, Managing Director of PVR INOX, said cinema has historically performed well during uncertain times. He noted that when consumers cut back on expensive discretionary spending like international travel, they still look for accessible forms of entertainment closer home.
Cinema, he said, fits that pattern well as it remains one of the most affordable leisure activities compared to options like foreign travel or high-value purchases.
Sanjeev Kumar Bijli, Executive Director of PVR INOX, added that Prime Minister Modi’s “Vocal for Local” message and his call to reduce foreign exchange outflows could indirectly support domestic industries such as cinemas.
“If we are expected to conserve fuel, LPG, and reduce unnecessary overseas travel, that naturally supports domestic consumption,” he said. “Cinema is a local experience and relatively low-cost compared to other discretionary spending.”
The company also pointed to a strong upcoming film lineup during the summer season, which is expected to support theatre footfalls. Big releases such as Drishyam 3, Super Mario Brothers, Supergirl, Hai Jawani Toh Ishq Hona Hai, and Cocktail 2 are expected to draw audiences, along with several mid-budget and regional films.
Recent box office performance has also shown encouraging trends. Even mid-range films have been attracting steady audiences, suggesting a broader recovery in theatrical demand beyond major blockbusters.
India’s box office has seen steady growth in recent years, supported by strong content pipelines and a gradual return of audiences post-pandemic. Industry players believe this momentum may continue as cinema remains a preferred out-of-home entertainment option.
Ajay Bijli added that cinema has often shown resilience during challenging economic periods. He said audiences tend to continue spending on small-ticket entertainment even when they cut back on larger expenses.
PVR INOX operates in a market where the average ticket price remains relatively affordable, making cinema one of the more accessible entertainment choices for urban consumers.
Analysts also point out that such behaviour aligns with what is often called the “lipstick effect”, where consumers reduce high-value spending but continue to spend on smaller indulgences that provide emotional comfort.
With changing consumption patterns, rising travel costs, and a strong film pipeline, the multiplex industry appears positioned to benefit from shifting household spending priorities.
