In a populist decision, Controller of State Legal Metrology Department has asked all single-screen theatres and multiplexes to strictly sell packaged food items at their MRP prices inside theatres/multiplexes in Hyderabad. The order will come into effect from August 1.

So far, cold drinks priced at Rs. 14 (MPR) have been sold for prices upwards of Rs. 25. This can no longer happen if the order is implemented strictly.

However, non-packaged food items can be sold at whatever price is decided by the vendor. Popcorn, for example, will continue to be charged exorbitantly. On the other hand, cold drinks served from vending machines should be sold at MRP.

No outside food will be allowed inside the theatres.

While this is good news for customers, theatre managements now have to find other ways to maintain profit margins.