Owning the screen: Why film celebrities are backing cinemas

Subscribe to enjoy similar stories.As actor Allu Arjun steps into the cinema exhibition business, joining southern stars like Mohanlal and Mahesh Babu, industry experts say the move signals a growing trend of film celebrities extending their influence beyond the screen.The trend is beginning to surface in the north as well, with actor Ajay Devgn owning a multiplex chain. Such moves, experts say, can improve the industry’s engagement with stakeholders by placing a creative voice at the helm, bolster brand recall and enhance distribution through better coordination and sharper audience feedback loops.However, the core realities of exhibition—a capital-intensive model with unpredictable returns—remain firmly in place.“For actors, it makes strategic sense because it allows them to participate across the film value chain—content, distribution, and exhibition.

In an environment where box office dynamics are evolving and digital platforms are strong competitors, owning cinema assets is a way to deepen their engagement with theatrical audiences and strengthen the overall ecosystem,” said Sachiin Guptaa, country head of digital service provider UFO Moviez.From an industry standpoint, such investments also signal confidence in the theatrical experience, Guptaa added. Big stars have a strong understanding of audience behaviour and fandom, when they invest in cinemas, they effectively invest in the future of the big-screen experience.Actors bring significant brand equity and marketing muscle to exhibition.