Bollywood might be threatening to ruin the IPL party with some big ticket movie releases. But the ticketing partners to cricket's biggest roadshow are gung-ho about filling up the stands.

Both BookMyShow and KyaZoonga say despite inflation and entertainment tax, cricket fans are willing to shell out more to watch. And, according to Mr Chandrabhan Tiwari, General Manager, Marketing, Chennai Super Kings, the 37,000-capacity Chepauk stadium, where the IPL opener will be played out, is nearly sold out. Only the G, H, I stands (10,000 seats) that have not got clearance from the National Coastal Zone Management Authority, remain.

Mr Rajesh Balpande, Co-founder and Director, Bigtree Entertainment, promoters of BookMyshow says that 10-20 per cent of inventory sales have already taken place. “Advance sales figures have been positive,” he says. “Online penetration is increasing. As compared to last year we are witnessing 25 per cent more demand for advance tickets,” he adds.

Demand for boxes

Prices are up but Ms Neetu Bhatia, Co-Founder and CEO, KyaZoonga says that corporate boxes and bulk tickets are selling fast. KyaZoonga is doing the ticketing for Royal Challengers Bangalore's corporate boxes where each ticket is priced at Rs 55,000.

“IPL tickets are mimicking the luxury market trend we see in the economy — demand for higher value tickets is healthy,” she says.

Interestingly, even as the box tickets have been priced higher in other centres, in Chennai it's the hospitality box that has seen a dip in price. This year, the Tamil Nadu government announced a 25 per cent entertainment tax, which has hit the pricing of the general stands.

So, a Rs 500 ticket last year will cost Rs 700 now. By contrast, the hospitality box seat which cost Rs 10,000 last year is now only Rs 8,000. “We have absorbed the entertainment tax cost,” said Mr Tiwari.

Evolution in ticketing

From the first IPL edition when the franchises barely got any gate collection revenue, ticketing has come a long way. Ms Bhatia says there has been significant evolution in technology, logistics as well as consumer behaviour from a ticketing perspective.

“As a systemic trend, ticketing is moving in a positive direction – there is more willingness to pay and watch,” she said. However, specific to this season, she cautions that alternative forms of entertainment (read Bollywood) could prove to be a dampener.

Of course, a few exciting matches and things could change.

(With additional reporting by Swetha Kannan)

>chitra.narayanan@thehindu.co.in

Related Topics