Producer Tutu Sharma's 'Citara Entertainment' is set to launch brand new multiplex chains aimed at providing affordable multiplex experiences in Tier-II and Tier-III cities across India.

The new multiplexes would offer tickets at a 30-40% slashed price as compared to the average rates. To make entertainment much more accessible, tickets are expected to range around ₹150-175.

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This makes it a lucrative deal for many middle-class families and budget-conscious audiences who often find multiplex pricing to be unaffordable.

A recent study has shown that the demand for retail and entertainment spaces has significantly increased in Tier-II and Tier-III cities due to rising disposable incomes and lifestyle aspirations.

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Citara's Multiplexes are looking to board this train of opportunity. The multiplexes would have seating of 90-110 viewers per screen and will feature other amenities like children's play areas and gyms, making it an all-rounded experience.

The reactions on social media regarding this announcement have been highly positive, with people applauding the effort to revive cinema in such cities where single-screen theatres have been declining fast.

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Citara plans to open its first multiplexes across 6 cities by the end of November, with a target of reaching 150 screens by 2026.

Citara will have to face brutal competition from companies like PVR, who also want to tap into these untapped Indian markets.