Dhurandhar Records Housefull Show in Shopian Kashmir, Signals Revival of Cinema-Going in Smaller Cities

Dhurandhar registered housefull shows across several centres in Jammu & Kashmir, including smaller towns such as Shopian and Pulwama, where theatrical exhibition has remained limited. Strong audience turnout in these locations points to a renewed demand for cinema-going in the region.

The film’s performance has been supported by Citara, a multiplex chain which operates small-format theatres with seating capacities of 100–150 seats across Jammu & Kashmir. In the absence of multiplex infrastructure, these theatres have provided accessible and affordable big-screen options for local audiences.

In centres like Shopian and Pulwama, where multiplexes do not operate, Dhurandhar has sustained strong occupancies, underlining the untapped demand for theatrical viewing when pricing and scale are aligned with local market realities. Trade observers note that these theatres are filling a structural gap rather than competing with large multiplex chains.

India remains significantly underscreened, particularly beyond metro cities. While multiplex-led expansion has driven screen growth over the past decade, large capacities, and premium pricing have impacted occupancy levels in several markets. Smaller theatres, with lower operating costs and controlled seating, are increasingly emerging as a viable exhibition model in Tier 2 and Tier 3 locations.

Commenting on the response, Rahul Nehra, MD, 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.”