Our Bureau
Srinagar
Aditya Dhar’s action-adventure film Dhurandhar, starring Ranveer Singh, has drawn houseful crowds in smaller Jammu & Kashmir towns like Shopian and Pulwama, signaling a strong resurgence of theatrical viewing where cinema infrastructure has long been scarce.
Exhibitors report packed shows over the weekend not just in major centers like Jammu and Srinagar, but also in these remote areas lacking multiplexes. Single-screen and small-format theaters from chains like Citara Plex, with 100-150 seat capacities, have fueled this turnout by offering affordable, accessible big-screen experiences tailored to local realities.
Citara’s model addresses India’s underscreened non-metro markets, where premium multiplex pricing has deterred audiences. Rahul Nehra, Managing Director of Citara Plex, emphasized, “Our focus has been on building right-sized cinemas for smaller markets. The response to Dhurandhar in towns like Shopian and Pulwama reinforces our belief that audiences will come to theatres when the experience is affordable, accessible and close to home.”
Trade observers note these venues bridge a structural exhibition void rather than rivalling urban chains, proving compact theaters’ viability amid rising demand for entertainment in Tier 2 and 3 locations.
The film’s success underscores renewed cinema appetite in Kashmir, beyond Dhurandhar‘s record-breaking collections elsewhere. As multiplex expansion prioritizes metros, smaller formats emerge as sustainable for sustained occupancy and growth in underserved regions.
