How Dhurandhar leads to cinema REVIVAL in J&K with houseful shows in small towns like Shopian and Pulwama?

Aditya Dhar’s spy drama Dhurandhar has performed to packed houses in numerous centres across Jammu and Kashmir, including smaller towns like Shopian and Pulwama, where theatrical shows have been limited. Strong crowd attendance in these places demonstrates revived demand for cinema in the region, highlighting the need for big-screen entertainment even in cities without multiplex facilities.

Citara, a chain of multiplexes operating small-format theatres with 100–150 seats in Jammu & Kashmir, is backing the film’s performance. These movie theatres have become a viable substitute for traditional multiplex infrastructure, providing local viewers with the chance to see movies on a large screen.

How is Dhurandhar performing in J&K?

Dhurandhar has maintained good occupancy rates in areas like Shopian and Pulwama, where multiplexes do not operate, demonstrating the possibility of smaller cinema formats when pricing and size are in line with local market realities. Instead of competing with big multiplex chains, trade watchers pointed out that these theatres are filling a long-standing structural need in the show.

India is still largely underscreened, especially outside major cities.Over the past decade, screen growth has been fuelled by multiplex construction; nevertheless, occupancy levels in a few of the non-metropolitan regions have been influenced by greater capacity and premium pricing.For Tier 2 and Tier 3 areas, tiny theatres with regulated seating and lower operational expenses are therefore increasingly seen as a sustainable model.

Commenting on the response, Rahul Nehra, Managing Director of Citara Plex, said, “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.”