For almost a decade, a new revolution in cinema-going experience has been unfolding, thanks to PictureTime, a cinema chain that has set up inflatable theatres across India, especially in remote areas. Its founder Sushil Chaudhary’s comments at WAVES 2025, where he responded to Aamir Khan and Shah Rukh Khan’s call for cheaper cinemas, were quite discussed. Last week, PictureTime was once again in the news after Maharashtra’s first state-of-the-art inflatable theatre in Gadchiroli, one of the state’s most under-screened regions, was launched on May 22. In an exclusive interview with Bollywood Hungama, Sushil Chaudhary talked about his journey, the need for more affordable cinemas and a lot more.
EXCLUSIVE: Sushil Chaudhary of PictureTime shares FASCINATING info: “Article 15 earned HIGHER than Bajirao Mastani in our cinemas”; also bats for more theatres: “If our country has 25,000 screens, an Indian biggie can easily do business on par with Mission: Impossible”
You literally created waves at WAVES! How was the experience?
It was very positive. I was surprised that for the first time, the cinema industry accepted the moot point. Earlier, we were always beating around the bush. At WAVES, we actually described the crucial issues. I was not expecting it. But Shah Rukh Khan started the conversation and Aamir Khan followed suit. It was heartening.
When did you start PictureTime and what made you come up with this novel idea?
In 2014, we started the market research. By 2015, the concept was ready on paper. It took us 1 year and 2 months to get the first prototype out. In 2016, we exhibited the first prototype at IFFI, Goa. Baahubali: The Beginning (2015) was the first film that was screened. It was a wonderful experience.
I believe some of your properties are permanent structures and some are not…
Initially, I was not too sure about the problems in the segment. We always spoke about roti, kapda aur makaan. Whenever I used to speak about my initiative, the counter question I used to be asked was, ‘India mein logon ke paas khaane ke liye nahin hai aur aap film ki baat kar rahe ho’. It was believed that cinema was for the rich and not an entertainment option for the poor. I didn’t agree with it. But since I was not sure, I decided to make my first model mobile. I tested the waters and for the first three years, we only had mobile theatres. In 2018-19, we had fixed theatres in places where the audience was coming in. When the footfalls increased and we realized that we were right, we started making the portable theatres a little more effective and luxurious. Today, most of our theatres are at par with any multiplex. For instance, our latest Gadchiroli theatre is air-conditioned and has pushback chairs, Dolby surround and a large screen.
How do you manage to make a profit despite low ticket rates and low F&B prices?
Footfall is the key. We learned that PVR had low footfall and this is the reason they were increasing the price of the popcorn and the ticket. I realized that down South, there’s a price cap. We decided to follow this model. We knew that people would be motivated to come if prices were affordable. A family of 4 won’t mind watching a film in a week for less than Rs. 1000. But spending Rs. 5000 can be problematic. I remember, when I was studying in college, we used to go to cinemas every week. It didn’t matter which film was playing as it was an affordable activity. A ticket used to cost Rs. 30 while the snacks were priced at Rs. 20. For Rs. 50, we could have a nice outing for 3 hours.
This continues down South even today where the 4 states have 6500 screens. The rest of the country, meanwhile, has less than 3000 cinema screens. This speaks volumes. The former chief minister of Tamil Nadu, J Jayalalitha, correctly understood that to keep the people away from bars and liquor stores, she started Amma Cinema Theatres and Amma Kitchen. I fully believe that if we have a higher number of screens in the tier-3, 4 and 5 towns, it will basically create a much bigger audience. The footfalls for Hindi films in these centres helped in making our actors into bigger stars. OTT is not helping them in this regard.
If our country has 25,000 screens, an Indian biggie can easily do business on par with Mission: Impossible. That film was released in 140000 screens globally. With such a screen count, it has the potential to earn billions at the box office. But the biggest film of India, Baahubali 2 – The Conclusion, was released in only 8800 screens. It did a business of Rs. 750 crores. Hence, the day we start releasing our films in 20,000-25,000 screens, we’ll start giving a tough fight to Hollywood.
The latest release, Bhool Chuk Maaf, will premiere on OTT in 2 weeks of its theatrical release. Many feel that a late OTT premiere would entice more people to cinemas. Your thoughts?
I don’t think so. OTT has a different value and meaning. Those who consume content on OTT do so at their convenience. A cinema theatre, meanwhile, gives an experience. It is ideal to go to theatres to watch films like Mission: Impossible, Spider-Man, Jawan, Pathaan, etc. There’s a clear demarcation between a theatre and an OTT audience. However, I am not implying that those who consume content on OTT don’t watch films in cinemas. In fact, they go to cinema theatres a lot more as OTT creates hunger in them.
Can you list some of the top-performing films at PictureTime?
Baahubali 2 – The Conclusion, Article 15, Jawan, Pathaan, Gadar 2, etc. Article 15 earned more than Bajirao Mastani. It shows the audience is hungry for good content. They watch biggies like Bajirao Mastani, Jawan, etc as well as Article 15. The problem solely lies in the accessibility of these films.
You also have a theatre in Ladakh. It looks stunning…
Ladakh attracted large footfalls even for a film like KGF – Chapter 2. Ladakh is a place in the North in the Himalayas while KGF is a film from the South. Yet, it performed superbly. Jawan and Gadar 2 also did very well. The audiences there comprise local residents and also soldiers who are from all over India.
Your cinemas are not listed on BookMyShow. In the near future, do you plan to get on the booking platform?
Never! I am talking about affordable cinema. BookMyShow charges 28% of convenience fees. Why should I make my audience pay for it? My audience is not restless or anxiety-driven; they don’t feel the need to book the tickets right away. Also, our patrons book tickets on the phone or send people on the bike to collect tickets. We even have our mobile booking app where we charge zero convenience fees.
What next from PictureTime this year?
We have signed up to set up 25 more screens in the next 4 months. We are raising funds and we’ll have company-owned cinemas as well as partner-owned cinema theatres. We are also looking at setting up theatres in institutions or special areas. So, we have given cinema theatres to Adani township, mining companies townships and also in defence and other such areas.
Any final thoughts?
Marathi filmmakers are great and have immensely contributed to Indian cinema, starting with Dadasaheb Phalke. However, it’s a struggle for them to get cinema screens. We would like to reach out to Marathi filmmakers and through this article appeal to them that if anybody wants to release their films in our cinemas, we would be more than happy to get it done. We have a property in Gadchiroli and we are in the process of setting up many more cinemas in Maharashtra.
Also Read: EXCLUSIVE: Bhuvan Bam donates entire brand earnings to National Defense Front in patriotic gesture
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