WAVES 2025: Sushil Chaudhary Addresses Shah Rukh Khan’s Comments
Days after Bollywood icons Shah Rukh Khan and Aamir Khan emphasized the need for more theaters and affordable ticket prices, Sushil Chaudhary, a modern exhibitor, has shared his vision for revitalizing the Indian film industry. Speaking at WAVES 2025, Chaudhary highlighted the importance of making cinema more accessible and affordable, drawing on his experience with PictureTime, a mobile digital movie theater company. He discussed innovative strategies to reach underserved audiences, particularly in remote areas, where traditional cinema options are limited.
Innovative Approaches to Cinema Accessibility
During the panel discussion titled “Decline in the Theatrical Industry and Sparse Cinema Distribution,” Sushil Chaudhary underscored the necessity of enhancing cinema accessibility. He noted that the focus should be on creating affordable cinema experiences. Chaudhary, the founder and CEO of PictureTime, shared his commitment to keeping capital costs under ₹1 crore and operational costs below ₹2 lakhs. His approach includes setting up inflatable theaters in remote regions, allowing communities without access to cinemas to enjoy films.
Chaudhary’s innovative methods were exemplified when he screened Kabir Khan’s film *83* in Ladakh during the pandemic, successfully attracting audiences despite occupancy restrictions. He also mentioned a successful screening of Vikram’s *Veera Dheera Sooran* in Bommidi, Tamil Nadu, which achieved over 56% occupancy. These examples illustrate the potential for cinema to thrive in areas previously neglected by traditional exhibitors.
Success Stories from Remote Regions
Chaudhary highlighted the success of recent blockbuster films like *Pathaan*, *Gadar 2*, and *Jawan* in remote locations. He noted that *Gadar 2*, despite limited promotion, generated over ₹5 lakh weekly from a 140-seater screen. This success demonstrates the audience’s willingness to engage with cinema when it is made accessible. In Asifabad, Telangana, where there had been no cinema hall for over three decades, Chaudhary’s installation during the release of *RRR* led to an average occupancy of 30%.
He reiterated the importance of affordable cinema, echoing Shah Rukh Khan’s sentiments. Chaudhary believes that making cinema cheaper will encourage more people to attend films, thus revitalizing the industry. His experiences reveal a growing demand for cinema in areas that have long been overlooked.
The Need for Clever Programming
During the discussion, Chaudhary also addressed the challenges faced by exhibitors in the current distribution landscape. He explained that many cinema owners resort to screening older films due to a dated distribution system. This often forces them to show films that may not attract audiences. Chaudhary advocates for “clever programming” as a solution, suggesting that re-releasing older films can optimize revenue, especially in rural areas where audiences may watch a film multiple times.
He reflected on the decline of cinema screens from 18,000 in the 1980s and 1990s to the current numbers, emphasizing the need for filmmakers to tackle piracy, which costs the industry billions annually. Chaudhary’s insights highlight the critical issues of accessibility, affordability, and outreach that must be addressed to rejuvenate the theatrical experience in India.
Future Prospects for the Theatrical Industry
As the conversation around the future of cinema continues, the insights shared by Sushil Chaudhary at WAVES 2025 offer a glimpse into potential pathways for revitalizing the industry. His focus on affordability and accessibility, combined with innovative screening methods, presents a compelling case for the future of cinema in India. By addressing the needs of underserved audiences and adapting to the changing landscape, there is hope for a resurgence in the theatrical experience. The ongoing dialogue among industry leaders like Shah Rukh Khan, Aamir Khan, and Chaudhary is crucial in shaping the future of Indian cinema.
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