Ranveer Singh’s action-adventure Dhurandhar, directed by Aditya Dhar, has delivered an unexpected theatrical success in Jammu & Kashmir, registering houseful shows across multiple centres, including smaller towns such as Shopian and Pulwama. Released on December 5, the film’s strong performance in regions traditionally underserved by cinema infrastructure has caught the attention of trade analysts and exhibitors alike.

These towns, which lack conventional multiplexes, have witnessed packed auditoriums—highlighting a renewed enthusiasm for big-screen experiences. The turnout suggests that audiences in smaller markets remain eager for theatrical entertainment when access barriers are reduced. Industry observers note that this success challenges the assumption that cinema demand is limited to urban centres.

A significant contributor to this performance has been Citara Plex, a multiplex chain operating compact, small-format theatres across Jammu & Kashmir. With seating capacities ranging from 100 to 150 seats, these cinemas offer a cost-effective alternative to large multiplexes, making theatrical viewing viable in regions where large-scale infrastructure is not feasible.

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In Shopian and Pulwama, Dhurandhar maintained consistently high occupancy levels, reinforcing the effectiveness of smaller cinema formats. Trade experts believe such models are not competing with multiplex chains but instead addressing a long-standing structural gap in India’s exhibition ecosystem, particularly in underserved geographies.

India continues to remain heavily underscreened outside major cities, with multiplex-led expansion often hindered by high operating costs and premium pricing. Compact theatres, with controlled capacities and affordable pricing, are increasingly seen as a sustainable solution for Tier 2 and Tier 3 markets.

Commenting on the film’s reception, Rahul Nehra, Managing Director of Citara Plex, stated that the response validates their strategy of building “right-sized” cinemas. According to him, Dhurandhar’s success proves that when the cinematic experience is accessible, affordable, and close to home, audiences in smaller towns are more than willing to return to theatres.

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