Citara: A New Era of Affordable Entertainment
In a bold move to revolutionize the cinema experience in India, producer Tutu Sharma is launching a new multiplex chain called Citara. This venture aims to provide affordable entertainment options in tier-2 and tier-3 cities, where access to modern cinema facilities has been limited. Citara is not just about watching movies; it promises to be a comprehensive entertainment hub. With unique offerings like themed cafes, celebrity salons, and retail shops, Citara aims to attract a diverse audience. The multiplex is set to open its doors with the highly anticipated film, Pushpa 2, on December 5, 2024.
A Unique Concept: More Than Just Movies
Citara is designed to be a one-stop entertainment destination. Tutu Sharma envisions a space where cinema-goers can enjoy various activities beyond just watching films. The multiplex will feature several attractions, including Reels Café, Glam Studios, and CineHaat.
Reels Café will offer a curated menu crafted by Chef Sanyal, who has international training. The menu will be region-specific, ensuring that local flavors are highlighted. For instance, audiences in Gujarat can expect Gujarati snacks, while those in Maharashtra will enjoy local delicacies. The café will also serve creatively named dishes inspired by popular films, such as the Gabbar Singh Burger and Mughal-E-Azam coffee.
Additionally, the Reels Point will allow aspiring actors and singers to create audition reels with professional-grade music. This innovative feature aims to nurture talent from tier-2 and tier-3 cities, providing them with a platform to showcase their skills. The inclusion of a karaoke center and a dedicated kids’ area further emphasizes Citara’s commitment to family-friendly entertainment.
Affordable Pricing Strategy
One of the standout features of Citara is its commitment to affordability. Tutu Sharma has announced that ticket prices will be 35-40% cheaper than those of existing multiplex chains. This pricing strategy is designed to make cinema accessible to a broader audience, particularly in smaller cities where entertainment options are often limited.
Sharma believes that high ticket prices have deterred many from enjoying the cinema experience. He cites the success of National Cinema Day, where tickets were sold for just Rs. 99, leading to full occupancy in all shows. This success reinforces his belief that reducing ticket prices can revive the habit of regular cinema-going.
Moreover, the food and beverage prices at Citara will also be reasonable. Sharma aims to focus on higher sales volume rather than inflated prices. He assures customers that they will not have to spend exorbitantly on snacks and drinks, making the overall experience more enjoyable and affordable.
Inauguration and Future Plans
Citara is set to begin operations with around 16 screens across various locations. Some cinemas are already in trial runs, while others await necessary licenses. The multiplexes are strategically located in cities like Ambajogai, Jamkhambalia, and several areas in Kashmir and Arunachal Pradesh.
Tutu Sharma has chosen not to expand into Mumbai due to high real estate costs, which would force him to charge higher ticket prices. Instead, he aims to focus on underserved markets where affordable entertainment is in high demand.
The launch of Citara coincides with the release of Pushpa 2, a film expected to draw significant crowds. Sharma is optimistic that Citara will not only provide a platform for blockbuster films but also showcase regional cinema and classic re-releases. This approach aims to cater to diverse audience preferences, ensuring that every visit to Citara is a unique experience.
In conclusion, Citara represents a fresh approach to cinema in India, combining affordability with a rich entertainment experience. With its innovative offerings and commitment to accessibility, Citara is poised to become a beloved destination for movie lovers in tier-2 and tier-3 cities.
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