Tollywood is currently facing a major disparity in government-mandated ticket prices between Telangana and Andhra Pradesh. In Telangana, the government-fixed rates stand at ₹295 for multiplexes and ₹175 for single screens. However, in Andhra Pradesh, the rates are significantly lower—₹177 for multiplexes and ₹147 for single screens.
While the industry in Telangana has comfortably adapted to the existing GO pricing, with only Tier-1 and pan-India films requesting hikes, the situation in Andhra Pradesh is different. Several recent films, including the three Sankranti releases, ‘Thandel’, ‘Robinhood’, and ‘Mad Square’, have sought ticket price hikes. Unlike before, approvals for these hikes are now being granted more easily.
However, frequent price hikes can create a negative perception among audiences, especially in the age of OTT platforms. Many viewers feel discouraged when they see a ticket price increase, affecting a film’s box office potential. Instead of applying for hikes on a film-to-film basis, Tollywood should engage in discussions with the Andhra Pradesh government to establish a revised GO with sustainable ticket rates.
A proposed increase of ₹50 for single screens and ₹75 for multiplexes over the current GO pricing would align with the industry’s needs. This would ensure fair pricing while maintaining audience trust. By publicizing that films are releasing at “GO-approved prices with no hikes,” the industry can eliminate the negative sentiment associated with frequent price changes, ultimately benefiting both filmmakers and moviegoers.