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Small-town multiplexes go gourmet. Will the plan work?
Mint Mumbai
|November 03, 2025
New multiplex chains are taking a page from larger peers’ playbook.
New entrants in tier-II and III towns like Roongta Entertainment, Broadway and Dhishoom adopt strategies of bigger chains.
(MINT)
From serving lamingtons in Tamil Nadu’s Coimbatore to premium coffee in Himachal Pradesh’s Paonta Sahib, these new entrants are betting on top-tier gourmet offerings to lift margins in tier-II and III towns, as movies alone struggle to draw crowds.
Roongta Entertainment, for example, launched two years back and operates 12 screens across Surat, Ghaziabad and Muzaffarnagar, and Broadway Cinemas, which runs nine screens in Coimbatore, have in-house chef teams.
Dhishoom Cinemas, which started in 2019 and has eight screens across India, including Jhunjhunu in Rajasthan and Himachal Pradesh’s Paonta Sahib, introduced beverage brands Chaayos and Lavazza.
This story is from the November 03, 2025 edition of Mint Mumbai.
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