Long runtime films were once seen as a problem for Indian multiplexes. Extra minutes meant fewer shows per day. This reduced the number of screenings and limited revenue opportunities.
However, this trend is now changing. The rise of high-demand event films has altered the business model. Long films are no longer a burden but a strong source of profits.
Blockbusters like Animal (3h 21m), Pushpa 2: The Rule (3h 20m), Dhurandhar (3h 34m), Dhurandhar: The Revenge (3h 49m), and Border 2 (3h 20m) are leading this shift. These films attract massive crowds despite their lengthy duration.
According to recent reports, exhibitors now focus more on footfalls than the number of shows. High occupancy has become more important than fitting in extra screenings.
Devang Sampat, Managing Director of Cinépolis India, explained this change. He said the old assumption about fewer shows leading to lower revenue is outdated. The real focus is on how much demand each show generates.
Jaipur-based multiplex owner Raj Bansal shared a similar view. He stated that packed theatres easily compensate for fewer daily shows. He also noted that successful long films can charge 15 to 20 percent higher ticket prices.
Devang Sampat further pointed out an added advantage. Longer films increase food and beverage sales. Viewers spending three hours in theatres are more likely to order snacks again, making it a complete leisure experience.
Industry insiders believe this trend marks a return to Bollywood's roots. Classic films like Mughal-e-Azam, Sholay, and Lagaan were known for their long runtimes and grand storytelling.
The success of South Indian films like RRR and Puspa has also played a role. These films proved that audiences are willing to sit through longer durations if the content is engaging.
Akkshay Rathie of Aashirwad Theatres stressed the importance of occupancy. He said having too many shows is useless if theatres are not filled. The key metric remains footfalls.
Trade experts agree that long films carry a risk if they fail. But when they succeed, they transform theatres into major entertainment destinations and drive strong profits.