New Delhi, Sept. 22 -- Cheaper tickets don't always mean fuller theatres. As film producers and the Multiplex Association of India approach the Karnataka high court against the state's new rule capping movie tickets at Rs.200, and several films roll out discounts and offers, industry experts say the impact of such pricing strategies is limited. The novelty is fading with multiple films having already adopted rates as low as Rs.99 on specific days, while the reduction in prices isn't leading to enough of a jump in footfalls to offset the lower revenues.

Most experts see the price cap as a political move and argue that what is really needed is dynamic pricing across formats and properties, allowing premium cinemas to charge higher rates wh...