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 under-screened, 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
Industry trackers reported that Dhurandhar saw healthy occupancy rates across key Hindi-speaking markets, with fans continuing to turn up for repeat viewings. The film’s box office performance has been boosted by strong word of mouth and a lack of major competition, particularly during its second weekend. The action drama’s box office journey has been notable not only for its impressive collections but also for the milestones it has reached in a short span.
