Dhurandhar records housefull shows in Jammu & Kashmir’s smaller towns

Aditya Dhar's action-adventure film Dhurandhar has recorded houseful shows across multiple centres in Jammu & Kashmir, including smaller towns like Shopian and Pulwama, where theatrical exhibitions have traditionally been limited.

The strong audience turnout highlights a renewed interest in cinema-going in the region, reflecting a robust appetite for big-screen entertainment even in areas without multiplex infrastructure.

The film's impressive performance has been supported by Citara, a multiplex chain operating small-format theatres with seating capacities of 100–150 across Jammu & Kashmir.

In towns such as Shopian and Pulwama, where conventional multiplexes are absent, these theatres have provided local audiences the chance to enjoy films on the big screen.

Dhurandhar has maintained high occupancy levels in these locations, demonstrating the viability of smaller cinema formats when pricing and scale are adapted to local market realities.

Trade observers noted that these compact theatres are addressing a long-standing structural gap in exhibition rather than competing with large multiplex chains. India remains significantly underscreened outside its metro cities. While multiplex expansion has increased screen growth over the past decade, larger capacities and premium pricing have often impacted occupancy levels in non-metro markets. Consequently, smaller theatres with controlled seating and lower operating costs are increasingly being seen as a sustainable model for Tier 2 and Tier 3 towns.

Commenting on the audience 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."