Multiplexes Under Scanner Over Fivefold Mark-up on Food, Drinks; No Action Taken

Thiruvananthapuram: For families visiting theatres to watch a movie, the exorbitant prices charged for food and beverages have become one of the biggest headaches. Amid growing complaints, inspections are being conducted at multiplexes across Keralam. An inspection in Kochi found that popcorn and soft drinks were being sold at prices up to five times higher than those in the open market. A joint inspection was subsequently conducted at Blue Diamond Mall in Kozhikode. Officials from the Food Safety Department, Legal Metrology Department and Civil Supplies Department took part in the inspections.

However, no action has been taken so far apart from conducting inspections. Food Minister Anoop Jacob has said that district collectors will be instructed to take steps to prevent overcharging at cinema theatres. At the same time, criticism is growing that authorities have been making promises without taking concrete action.

It is common for the Food Safety Department to impose hefty fines or even seal establishments when inspections at ordinary shops uncover minor violations. The public is now questioning why similar action has not been taken despite finding excessive pricing at theatres.

The extent of overcharging at theatres became clear during the inspection in Kochi. Popcorn tubs were being sold for prices ranging from Rs 295 to Rs 600. The inspection team also found that 400 grams of popcorn was priced at more than Rs 330. A 510-ml bottle of water was being sold for Rs 70, while one litre was priced at more than Rs 90.

Officials found that popcorn and soft drinks were being sold at prices up to five times higher than those in the open market. In some places, price lists were not clearly displayed. Elsewhere, although prices were displayed, the quantity of food being served was not specified. Officials issued notices to the establishments and left.

Since theatres impose restrictions on bringing beverages, including drinking water, from outside, rules require them to provide free drinking water inside the premises. However, the inspection also found that some multiplexes had placed free drinking water in locations that were not easily visible to customers.

This has strengthened complaints that customers are effectively being forced to buy bottled water at high prices. Following this, an inspection was conducted at Blue Diamond Mall in Kozhikode. Officials found irregularities including the failure to clearly display price lists and the lack of accurate information about the quantity of food being sold. The establishments were instructed to rectify the violations. Officials said further action would be taken after the inspection report is submitted to the concerned departments.

However, the government maintains that there are legal limitations on regulating excessive prices. Action can be taken when products carrying a printed MRP are sold above that price. But officials say that under the existing law, departments do not have clear authority to directly fix or impose a price ceiling on popcorn, tea and other food items prepared and sold inside theatres. Minister Anoop Jacob has also acknowledged that there are legal limitations on government intervention.

At the same time, when theatres restrict customers from bringing food and beverages from outside while charging several times the market price for items sold inside, consumers effectively have no alternative. While establishments may have the freedom to set their prices, the question remains as to what intervention the government can make when the same establishments eliminate the consumer’s alternatives within their premises.