The much-awaited Assamese film Roi Roi Binale, the final movie featuring late music legend Zubeen Garg, has run into controversy even before its release. A sudden hike in ticket prices across several cinema halls in Assam triggered widespread anger among fans, with many accusing theatre owners of taking advantage of people’s emotions to make extra profit.
Within hours of the backlash, the makers of the film issued a public clarification and assured fans that the ticket prices would soon return to their original rates. The production team explained that the price surge was not deliberate but caused by a dynamic pricing system commonly used by multiplex chains such as PVR and Cinepolis, where rates automatically go up depending on booking demand.
The issue began when several moviegoers noticed unusually high ticket rates while trying to book seats for Roi Roi Binale online. Social media soon exploded with screenshots showing steep price jumps. Many fans were shocked to see ticket prices increase by almost ₹100 across various categories within a few hours of booking opening. 
In Guwahati, tickets that earlier cost ₹220 and ₹240 at Cinepolis were suddenly listed at ₹320 and ₹340. VIP tickets, which were originally ₹450, had shot up to ₹600. At PVR cinemas, Prime Plus seats that usually cost ₹330 were shown at ₹420, while Prime and Classic categories had risen from ₹280 and ₹250 to ₹380 and ₹360 respectively.
The sudden change in pricing left many fans furious. Several users accused theatre owners of “commercialising Zubeen’s legacy” and “cashing in on the grief of Assamese people.” Some social media posts called for a boycott of multiplexes that increased ticket prices, while others appealed to the film’s production team to step in and take immediate action.
Realising the growing public anger, the Roi Roi Binale team issued an official statement on Facebook late Sunday afternoon. In their post, they clarified that the price hike happened automatically under the dynamic pricing system, which raises ticket rates once a certain percentage of seats are sold.
The statement explained that when 60% of seats in a show are booked, the software automatically increases prices, and when bookings cross 80%, the rates rise even higher. The team emphasized that this system is not unique to their film but is applied to all movies playing in multiplexes.
However, the team requested cinema halls to suspend dynamic pricing for Roi Roi Binale, given the film’s emotional significance for the people of Assam. They urged theatres to return to fixed ticket prices so that all fans could watch Zubeen Garg’s final film without feeling exploited.
