In fact, the case was not brought to Indecopi because of pricing, though this is the point that has gained traction with the public. Rather, the idea is that according to Indecopi, the food and beverage side is not the cinema´s key product, so therefore they should not be able to prohibit people from bringing in competing products. Still, it's a pretty anti-business, populist message.
There is a now a 30 day moratorium in place before the norm takes hold. The chains have asked Indecopi to define what "similar products" really means. For example, they sell hotdogs.. is a burger a "similar product"? If they sell nacho chips... hmm, how about pizza or fajitas? If the rule holds, I bet they will decide upon packaged candy, bottled non-alcoholic drinks, and popcorn like products, and we will see things like hot-dogs and nachos disappear from the menu altogether.