In a calculated effort to protect the strong box office run of Raid 2, the distributors of the Ajay Devgn-fronted action sequel have now reached out to exhibitors across the country with a request: not to have discount schemes similar to the Tuesday ₹99 offer and to support ‘popular pricing’ for the weekdays and indeed, the second weekend.
A trade insider said, “The distributors firstly thanked exhibitors for their fantastic support and shared that ‘Raid 2’ is performing well across all territories. They did ask for them not to fall back to normal pricing during weekdays and to carry on with the popular prices into the second weekend.”
The bottom line is clear: no discount gimmicks for this patriotic potboiler.
Tuesday ₹99 Offer Further Scrutinised
PVR Inox ‘Blockbuster Tuesdays’, launched nationally as of April 8, offers all cinema goers classic seating for ₹99 or ₹149. While the offer did boost mid-week attendance for titles like Jaat and Kesari Chapter 2, the Raid 2 team are clearly taking a different stance – insisting on premium pricing to reflect premium content.
“They’ve clearly requested that offers like Tuesday ₹99, Women Wednesday, or student discounts be made off-limits for ‘Raid 2’. The idea is to not dilute the price for a film that is clearly gaining traction unaided by mid-week incentives,” the source said.
PVR Inox is so large and influential that the Tuesday scheme has become a widespread practice across multiplex chains. However, distributors for Raid 2 want to ensure the film is benefiting from the phenomenal response it is generating on the strength of its content and star power, especially heading into the crucial second weekend for it.
Why The Bold Step Is Important
In an age where weekday footfalls depend on incentivising prices down, Raid 2 taking the approach of investing in its content rather than discounts is an interesting development to watch. Coupled with an energetic narrative and Ajay Devgn’s gripping performance as IRS officer Amay Patnaik, the film has been well-received both in terms of critical and commercial success.
The distributors’ confident stance also indicates an encouraging trend: higher-ticket products can stand up on their own merits without gimmicks.
With collections rated above trade expectations and word-of-mouth build-up so far, it appears the makers are trying to keep the film’s price point as a premium brand association.
Stay tuned with us for the latest news, Hindi box office news, Hollywood news, OTT news, the latest Bollywood news and the latest box office news.
