Cracking down on multiplexes which levy exorbitant prices on food and refreshments, Visakhapatnam District Collector Pravin Kumar has directed the multiplex owners not to charge more than the Maximum Retail Prices (MRP) on the products.
The order would come into effect from October 30, reported Deccan Chronicle.
In a meeting held on Monday with the representatives of multiplex theatres and Legal Metrology officials, the District Collector had observed that there was a huge variation of price in the market and the price levied in the multiplexes, which was unjustifiable, reported The Hindu.
âUnder selected channel, it is not appropriate to sell the food products at higher rates. Consumers should not face trouble while buying these items at multiplexes or any open market. Everyone should sell on MRP as per the regulations,â DC quoted Pravin as saying.
The Collector noted that charging higher rates in multiplexes in the name of âselected channelâ was not justified.
Although multiplex owners tried negotiating and sought some time to implement the new changes. Pravin made it clear that the order would be implemented from Monday itself, The Hindu report added.
However, the penalty for violating the rule has not been disclosed yet.
Most of the multiplexes sell food and refreshments, including water, at exorbitant prices. This new rule will ease the pockets of the movie-goers.
Pravin had recently introduced the âNo Helmet-No Petrolâ norm across Visakhapatnam to reduce road accident deaths. Although the norm is not yet fully implemented, the actions of the Collector have been widely appreciated.
In Hyderabad, the rule is already applicable, as a Consumer Forum had ruled that cinema theatres cannot charge more than the MRP on water bottles, and asked INOX multiplex to pay up Rs 5,000, along with another Rs 1,000 to an activist.
This came after a complaint filed by Vijay Gopal, who told the forum that he was not allowed to carry his own water bottle, and charged Rs 50 for one, while he was inside the multiplex. He also told the forum that the MRP of the same water bottle was Rs 20 outside.