Tickets for free! How does this work?

Skyforce team is giving away tickets for absolutely free now. 👀 Someone I know got the whole price of the ticket discounted & had to just pay the tax, which is like.... 30₹? 😳 And there are multiple other pics all over social media like this where they are getting discounts amounting to the whole ticket price & customer have to pay only the GST, resulting in the ticket price being only 30-40₹.

My question is how does this even work? 1 know giving away almost free tickets is going to increase the footfall, but what about profits? What about collections? How are they going to make any profit at this rate? And who is bearing the cost of the actual ticket price? The producers? Did Maddock ever did it before with any other movie? 🫤