SHUBHANGI SHIFA
Ranchi, Mar 18: The release of ‘The Kashmir Files’, based on the exodus and killings of Kashmiri Pandits in the valley in the 1990s, has buoyed the business of cinemas to its pre-pandemic levels, with theatre chains increasing the number of daily shows to accommodate the soaring demand for the movie. The film has had an overwhelming response from viewers all over the nation despite their political influences.
The top theatre operators have said that the number of shows had gone up by three times within three days of the release and that the movie managed a rare feat—attracting more crowds on Monday than Sunday.
One million tickets were sold on BookMyShow for the opening weekend alone, with over 90% of the shows running houseful. “This incredible initial response to the film has led more cinemas across the country to add shows and screens for ‘The Kashmir Files’ leading to a massive 3.2X growth in the number of screens made available for the movie in just the first week of its release,” said Ashish Saksena, BookMyShow.
“The movie admits it has surpassed all other films that are currently playing at the cinemas. In the first weekend of release, ‘The Kashmir Files’ has had phenomenal occupancy of 90 percent+. We have released it in our theatres, however, the number of shows per day has steadily increased during the weekend,” said manager, PVR Pictures Ltd, Nucleus mall.
According to Fun Cinemas, they have increased the show from 3 on Friday to 12 on Monday, and this weekend was the best for them in two years.
“While on Friday the occupancy for the movie was 60 per cent, it increased to 88 per cent on Sunday. Most of the shows running now are housefull. However, some are coming to watch other movies as well, and signs of recovery were visible two weeks ago when Hindi movies started releasing,” said senior manager, Fun Cinemas, Hinoo.
“On Monday, we have already sold more tickets in advance than we sold all day on Saturday. Strong word of mouth is acting as a steady catalyst has once again proven that compelling content in the market will always have immense demand when it comes to theatrical screenings, underscoring the importance of theatrical releases yet again, post the pandemic blip,” said the manager at Eyelex Cinemas.
Meanwhile, viewers of the film outside theatres have mixed expressions. Several were proud that the truth finally came to the fore, while some were saddened that something like this had happened in their nation.
Pradeep Verma, senior vice president, BJP said, “The film showcases the history of the nation. This is a document and a warning for all. This has happened several times in the past, while it also warns us that this might also happen in future. The film mentally prepares all to be ready to face situations if something like this ever happens again.”
Founder and President of Mission Blue, Pankaj Soni said, “This is not just a film, but a truth that needed to be exposed in front of the ‘aam aadmi’. The movie is not trying to spread hate against a particular religion; instead, it is trying to bring the truth out of the shadows. Director Vivek Agnihotri and his team have done a tremendous job and have also started a chain of reform through their work.
A senior government official almost came to tears after exiting the theatre, while talking to the Lagatar24.com correspondent, while a couple didn’t have words to explain what they felt, instead showed the correspondent their goosebumps.