Action-adventure ‘Dhurandhar’ has drawn packed audiences in Pulwama, Shopian, and other towns across Kashmir. The film’s success highlights strong demand for cinema in smaller towns without multiplexes.
Image Source: Instagram
Action-packed director Aditya Dhar’s latest film, ‘Dhurandhar’, is making waves far beyond India’s big cities, reaching to Jammu and Kashmir. Surprisingly, the movie has recorded houseful shows in smaller towns like Shopian and Pulwama where movie theatres are few and far between.
In places without large multiplexes, the success of ‘Dhurandhar’ has been supported by Citara, a chain of compact theatres in Jammu & Kashmir. These theatres, with seating for just 100-150 people, have become an accessible way for locals to watch new releases.
Advertisement
By keeping ticket prices reasonable and offering a quality cinematic experience to the local audiences, these smaller cinemas are actually showing their worth in those towns that are traditionally left out of the mainstream film circuit.
Advertisement
Shopian and Pulwama are two towns with limited film infrastructure. They have shown that audiences are ready to embrace cinema when it comes to them.
Trade experts believe that these small theatres are not in competition with large multiplex chains. They actually are filling a long-standing gap.
Affordable pricing in addition to local accessibility have made watching a blockbuster like ‘Dhurandhar’ a possibility for more people.
India remains an underscreened country especially beyond metropolitan areas. Multiplexes have grown rapidly over the last decade. But their large capacities and higher ticket prices have sometimes kept audiences away in non-metro markets.
Compact theatres with lower operating costs and controlled seating are now a sustainable model for Tier 2 and Tier 3 towns.
Advertisement
