Cinema should reach every part of the country. From this singular idea was born PictureTime, a cinema chain that has set up inflatable theatres in remote parts of India, from Ladakh to Asifabad in Telangana. On May 22, it launched Maharashtra’s first state-of-the-art inflatable theatre in Gadchiroli, one of the state’s most underserved regions. With tickets priced at just Rs 100, the cinema offers all the benefits of a premium theatre — air-conditioned auditorium, Dolby 5.1 surround sound, and push-back seating.

Sushil Chaudhary, Founder and CEO, PictureTime, says the need for a movie hall in Gadchiroli struck him after Jawan’s (2023) release. “Around that time, I met a well-known Marathi producer who told me there is a demand for screens in interior Maharashtra. We’ve been working with the Government of Maharashtra, and the Ministry of Information and Broadcasting over the past seven-eight years. It has allowed us to provide affordable cinema halls, where the land comes from the government, and we handle the set-up,” he explains.

The 120-seater opened yesterday with Vicky Kaushal’s Chhaava. Chaudhary is confident that the theatre, a permanent fixture in Gadchiroli for the next 15 years, will register strong footfall. 

This belief drove him over the past one-and-a-half years as he put the plan into action, undeterred by the region’s strong Maoist presence. “The discussions took about a year, and the paperwork, another six months. The permissions took a while,” he admits.

Understandably, caution has been the keyword. Chaudhary adds, “The Ministry of Home Affairs in Maharashtra wanted to ensure all security checks were in place [since] it’s a Maoist-impacted district. The government helped with infrastructure, and we are bringing affordable entertainment. It promotes normalcy and peace in such conflict-ridden areas.”