Dhurandhar records houseful shows in Shopian and Pulwama in Kashmir
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Dhurandhar is drawing large crowds in Jammu & Kashmir, including smaller towns like Shopian and Pulwama, signaling a resurgence for cinema in the region.
The film *Dhurandhar* is playing to packed houses in Jammu & Kashmir, even in smaller towns such as Shopian and Pulwama. This success suggests a renewed interest in seeing movies in theaters in areas where access to cinema has been historically limited.
Reports indicate that *Dhurandhar* has attracted large audiences in these locations. This suggests a previously untapped demand for the big-screen experience, especially when films are both accessible and affordable. The film has maintained high occupancy rates even in areas that lack large multiplexes.
Trade observers have pointed out that theaters in towns like Shopian and Pulwama aren't competing with major multiplex chains. Instead, they're filling a gap in areas where cinema infrastructure is lacking. *Dhurandhar*'s success in these markets demonstrates the potential of alternative exhibition models that are tailored to the local economic conditions.
Citara, a multiplex chain that operates smaller theaters across Jammu & Kashmir, has supported the film's performance. Rahul Nehra, MD of Citara Plex, commented on the positive response, stating, "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 theaters when the experience is affordable, accessible, and close to home."
India remains an underscreened country, especially outside of major metropolitan areas. While the expansion of multiplexes has increased the number of screens over the last decade, higher operating costs, larger seating capacities, and premium pricing have affected occupancy levels in many Tier 2 and Tier 3 markets. Smaller theaters, with controlled capacities and lower costs, are increasingly viewed as a sustainable solution.
*Dhurandhar* continues its successful run at the box office, having grossed over Rs 350 crore in just 10 days and dominating in its second week. The film has surpassed *Pushpa 2* in second Sunday collections and is now aiming for the lifetime record of *KGF Chapter 2*.
