The Biz Reporter
Srinagar/New Delhi, Dec 15:
Ranveer Singh-starrer Dhurandhar has scripted a remarkable theatrical run in Jammu and Kashmir, recording houseful shows not only in major centres but also in smaller towns such as Shopian and Pulwama. The strong footfall in these traditionally underscreened markets points to a renewed appetite for big-screen cinema in the Valley, particularly when films are made accessible and affordably priced.
Trade sources said the film has been sustaining high occupancy levels in towns where large multiplex infrastructure is largely absent. The response from Shopian and Pulwama, in particular, underlines the presence of a latent audience base that has long been deprived of regular theatrical releases. Industry observers believe Dhurandhar’s performance demonstrates that demand for cinema exists well beyond metros and Tier-1 cities, provided exhibition models align with local economic realities.
According to exhibitors, theatres in these towns are not competing with big multiplex chains but are instead filling a structural gap in cinema infrastructure. The success of Dhurandhar has reinforced the argument for smaller, right-sized theatres that cater to local audiences with lower operating costs and modest seating capacities, enabling affordable ticket pricing and better occupancy.
The film’s performance in Kashmir has been supported by Citara, a multiplex chain operating small-format cinemas across the Union Territory. Rahul Nehra, Managing Director of Citara Plex, said the response from audiences validated the company’s approach. “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,” he said.
India continues to remain significantly underscreened, especially outside metropolitan centres. While multiplex-led expansion over the past decade has increased screen counts, higher operational costs, premium pricing and large seating capacities have often resulted in lower occupancy in Tier-2 and Tier-3 markets. In contrast, compact theatres with controlled costs are increasingly being viewed as a sustainable and scalable solution for widening cinema reach.
Meanwhile, Dhurandhar continues its dominant run at the national box office. The film has crossed the Rs 350 crore mark within just 10 days of release, outperforming Pushpa 2 in second-Sunday collections and entering its second week with strong momentum. Trade analysts say the film is now eyeing the lifetime box-office record of KGF: Chapter 2, with its performance in non-traditional markets further strengthening its overall tally.
