Dhurandhar is doing something few big Hindi films manage — it’s pulling packed houses in places where cinema halls are rare. Aditya Dhar’s action-adventure has recorded houseful shows across several centres in Jammu & Kashmir, including smaller towns like Shopian and Pulwama, highlighting a quiet but significant shift in how audiences are returning to theatres.
Big Crowds, Small Towns
What’s striking about Dhurandhar’s run in Kashmir isn’t just the numbers, but where those numbers are coming from. In towns that lack conventional multiplexes, the film has still managed strong occupancy, proving that demand for theatrical viewing remains intact when access barriers are removed.
For years, limited infrastructure kept cinema reach restricted in these regions. Dhurandhar’s response suggests that the appetite never disappeared — the screens did.
The Citara Model Makes the Difference
A key role in this turnout has been played by Citara Plex, a multiplex chain operating compact theatres with 100–150 seats across Jammu & Kashmir. These small-format cinemas have emerged as a practical alternative in regions where large multiplexes are neither viable nor sustainable.
In Shopian and Pulwama, where no traditional multiplex chains operate, Dhurandhar has sustained healthy footfalls — reinforcing the idea that right-sized cinemas, not oversized complexes, may be the future for such markets.
Trade observers point out that these theatres aren’t competing with multiplex giants — they’re filling a long-standing gap in exhibition.
A Bigger Lesson for Indian Cinema
India remains heavily underscreened, especially beyond metro cities. While multiplex expansion boosted screen counts over the last decade, premium pricing and large seating capacities have often hurt occupancy in Tier 2 and Tier 3 locations.
Smaller theatres, especially those with controlled costs and affordable pricing, are now being seen as a more realistic and sustainable exhibition model. Dhurandhar’s performance in Kashmir is quickly becoming a case study in how scale, pricing, and accessibility can reshape box office outcomes.
Industry Reaction
Commenting on the response, Rahul Nehra, Managing Director of Citara Plex, said their focus has always been on building cinemas tailored for smaller markets. According to him, the reception to Dhurandhar confirms that audiences are willing to show up when theatres are nearby, affordable, and designed for local realities.
Final Words
Dhurandhar’s success in towns like Shopian and Pulwama goes beyond box office bragging rights. It signals a larger truth: cinema-going in India doesn’t need massive multiplexes everywhere — it needs smart, accessible screens. And when that happens, even the smallest towns can deliver houseful shows.
