New Delhi, June 30 -- Step into a multiplex these days and it would seem that the people have come there more for the popcorn and the fizzy drinks than to watch a movie.

The F&B (food and beverage) business of cinemas has been holding relatively steady even though movies haven't been doing too well at the box office over the past few months, especially in the Hindi belt, theatre owners and experts said.

However, experts said ancillary streams such as F&B can thrive only when new movies start performing well. More importantly, exorbitant F&B rates are pinching viewers across demographics and segments. With even basic popcorn and cola combos priced upwards of Rs.700 in some cases, audiences are feeling ripped off.

For PVR Inox, India's l...