Tutu Sharma Set to Launch Multiplex Chain Citara in Tier-II and Tier-III Cities

Film producer Tutu Sharma has set to launch a big screen under the name of Citara, aiming particularly at tier-II and tier-III cities of India.

The founder of Citara Entertainment Tutu Sharma stated, “There is a section of the audience who wants to watch films in theaters. This audience wants to watch films at a ticket price which is reasonably priced. We want to cater to this audience.” 

He also mentioned that the multiplex chain will offer ticket prices that are 30-40% lower than the Average Ticket Price (ATP) in the exhibition industry, with tickets priced between Rs 150 and Rs 175. The multiplexes are set to begin operations by the end of November 2024 in Jaipur, Indore, Ujjain, Kota, Beed, and Nandgaon, featuring approximately 15 large screens. Each multiplex will have a screen capacity of 90 to 110 seats.

By the end of financial year 2026, Citara Entertainment plans to expand the screen count from 15 to 150.

Content advisor of Citara Entertainment Girish Johar said, “There are immense opportunities in the tier-II and tier-III cities. Cinema is part of our DNA. We want to tap into the audience which prefers an affordable movie going experience.”

In addition, tier-II and tier-III cities are seeing a rise in new retail developments, with 25 million square feet of retail space projected to be added over the next five years.

According to the credentials, “Retailer confidence in these cities has grown due to the influx of high-quality supply from established developers. Premium and bridge-to-luxury brands are also venturing into these cities, driven by rising consumer aspirations and new opportunities for store openings.” 

Some retailers have also chosen tier-II and tier-III cities for their first stores in India, such as Daiso Japan at Elante Mall in Chandigarh and Charles Tyrwhitt at Palladium in Ahmedabad.

These facts furnish the strong business opportunities for the demonstrated business.

In addition to affordable ticket pricing, the multiplex chain will have other entertainment avenues which includes celebrity jewelry and fashion retailing, gym and kid’s corner too.