Despite Salman Khan’s Sikandar, Ahmedabad multiplexes face 25% business dip.
While there’s debate over whether film quality affects box office sales, theatre owners blame the Ahmedabad Municipal Corporation’s (AMC) strict advertising policy.
Under new rules, cinema halls are barred from displaying movie posters even within their own premises-scuttling promotion of new releases.
Multiplex owners have escalated their complaints to higher authorities. After no response from the Ahmedabad Municipal Commissioner and AMC Standing Committee Chairman, they have now appealed to Gujarat Chief Minister Bhupendra Patel. They are seeking changes to the Ahmedabad Outdoor Advertisement Policy-2023, citing its inconsistencies.
“Earlier, the rule was simple: if you rented a hoarding, you registered it and paid tax to the AMC. However, building owners were allowed to display their own brands within their premises without any charge,” their letter stated. “Now, the revised policy levies a hefty tax even on self-advertising.”
Multiplexes, which typically screen four to five films simultaneously, used to rely on wall-mounted hoardings to inform patrons about ongoing shows. The abrupt enforcement of the new rules has left them without this essential visibility.
Adding to their woes, theatre operators claim they were served notices instructing them to remove banners within three days or face heavy penalties. Meanwhile, they allege that AMC officials have installed their own promotional materials on private buildings-without seeking permission and without paying any charges.