Multiplexes are reportedly selling 10-12% of the tickets through non-conventional channels like the Net and mobile phones. Industry players believe that the increase has largely been in 2007, and is likely to touch the 20%- mark by 2008-end.

Cell phones are considered to be the most important alternative source for buying movie tickets, according to Adlabs Films COO Tushar Dhingra. Now online booking and mobiles are not only used for booking movie tickets but customers can also buy tickets and food & beverages without using credit cards or cash.

Every multiplex player is trying its level best to give attractive offers to the cell phone ticket buyers by giving them a hassle-free process.

Adlabs Cinemas is offering unique software to sell tickets in a cashless and cardless manner. Similarly Inox Leisure has generated a short code through which consumers can book tickets by sending a sms.

However, rural and semi-urban areas are yet to catch up with the new mediums. In semi-urban and rural areas, online and mobile ticketing contributes as little as 2 % to our sales. 

With the increase in cell phones users, it is expected that more customers will shift to this platform.