← Business Metric: Industry Specific (Consumer, Services & Financial) (all topics)
ATP (average ticket price) & SPH (spend per head)
What it is
Average Ticket Price and Spend Per Head are the two revenue-per-admission metrics in exhibition. ATP is the box office side; SPH is food and beverage, which carries far higher gross margin
Indian multiplex ATP has run around Rs 280 with SPH near Rs 150, so a family of four spends upward of Rs 2,000 for one outing against an annual streaming subscription of Rs 999-1,499
Impact on industries
- SPH is the profit engine - F&B gross margins far exceed the exhibitor's share of box office, so an extra rupee of SPH is worth more than an extra rupee of ATP
- Premiumisation lifts both together, with recliner formats and gourmet menus raising ATP and SPH on the same footfall
- The affordability gap against streaming is the structural problem - the comparison is stark enough that middle-class households substitute rather than complement
- Elasticity works in reverse - Rs 99 promotions have driven occupancy above 85% with F&B volumes surging, so raising ATP into weak content is self-defeating