MUMBAI: If you were planning to watch the new Shah Rukh Khan-starrer ‘Chennai Express’ on the opening weekend itself, you’re in for some bad news.

Multiplexes have decided to hike ticket prices for the Rohit Shetty-directed film from 20-40% depending on whether it is a weekday or weekend show.

Girish Wankhede, Deputy GM-Corporate Communications and Public Relations at Cinemax India Ltd., speaking exclusively to BusinessOfCinema said that the cost rise wasn’t new. “Such price hikes happen during every Eid. It’s a tried-and-tested formula.”

But won’t the crowds be turned off by this price hike? Wankhede said, “No, we do this for every blockbuster film, plus it is the festive season. The crowds will come in.”

One does wonder whether Shah Rukh Khan has a hand to play in the ticket rise. Of course, it is Shah Rukh Khan’s first release since nine months. (His last release was ‘Jab Tak Hai Jaan’.) Wankhede says, “No, it’s definitely not just Shah Rukh Khan. It’s the whole film. Of course Shah Rukh Khan has a huge pull, but Rohit Shetty films have been good. Besides, the entire film – ‘Chennai Express’ – is looking huge.”

So looks like people wanting to watch Shah Rukh Khan and Deepika Padukone’s histrinics on the big screen in the very first week will have to pay more than usual. For those not so interested, can of course rely on the single screen theaters, which will have its prices lower than the multiplexes.

‘Chennai Express’ releases on 9 August, 2013.