The ‘Dhurandhar’ Effect: How a Blockbuster Sparked a Popcorn Boom

February 25, 2026

The runaway success of the spy-action thriller Dhurandhar has done more than rewrite box-office history it has reshaped consumer behaviour at cinemas across India. From record-breaking ticket sales to unexpectedly strong cinema snack consumption, this phenomenon is being dubbed the “Dhurandhar Effect” a cultural and economic ripple that’s turning popcorn, soda and nachos into surprise winners.

Released on December 5, 2025, Dhurandhar became one of the highest-grossing Indian films ever, crossing ₹1,000 crore globally and becoming the highest-grossing Hindi film of 2025 in domestic net collections. The spy thriller’s epic scale, ensemble cast and grounded action attracted millions of moviegoers to theatres, but its impact spilled over from the screen to the concession counters, benefiting cinemas and food vendors in an unexpected way.

A Blockbuster That Redefined Cinema Economics

The first instalment of the espionage duology directed by Aditya Dhar and starring top actors like Ranveer Singh and Sanjay Dutt smashed multiple box-office records. In India alone, it grossed nearly ₹900 crore net, making it the second most-watched Hindi film of the post-pandemic era. Globally, it entered the prestigious ₹1,000 crore club, a rare feat that underlines its mass appeal.

But beyond blockbuster ticket sales, exhibitors noticed a notable lift in food and beverage revenues a metric that can be just as important for cinema chains. According to cinema business data, Dhurandhar helped India’s biggest multiplex operator PVR INOX record one of its highest snack and drink sales runs in recent memory.

Why Snack Sales Jumped

There are two key reasons behind this popcorn boom:

1. Long Runtime = Bigger Hunger:
With a runtime of over three hours, Dhurandhar shifted its intermission to around the two-hour mark, leaving many viewers feeling hungry midway. Cinema managers reported that audiences frequently dashed to concession stands during breaks, boosting the sale of common snacks like popcorn, nachos, samosas, soft drinks and candy. This extended runtime unusual for most mainstream films had a direct impact on food purchases.

2. Sustained Footfalls and Repeat Viewers:
Unlike many blockbusters that see steep drops after opening weekends, Dhurandhar maintained strong attendance over several weeks. This “long run” meant more screenings, more viewers and more snack consumption per person a powerful combination that translated into real revenue for cinema operators.

The multiplex experience is not just about watching movies it’s a complete outing, and Dhurandhar enhanced that experience. The average amount spent per person on food and beverages during Dhurandhar screenings climbed sharply, with some weekend shows recording customers spending over ₹200 per head on snacks numbers that cinema chains rarely see outside major holidays or festivals.

Cinemas Cash In on the ‘Dhurandhar Effect’

The positive impact wasn’t limited to one theatre chain. While PVR INOX reported significant gains in snack revenue, smaller multiplexes and single-screen theatres also recorded increased food and beverage sales during the film’s run. Miraj Cinemas reported over ₹13 crore in F&B sales during the period, while regional exhibitors such as Roongta Cinemas saw their highest quarterly revenues in December, largely linked to the film’s performance.

Multiplex CEOs attributed this surge to two factors: high audience engagement throughout the lengthy narrative, and a healthy conversion rate from ticket buyers to snack purchasers not always a given, even with popular movies. While ticket sales draw people in, it is the duration of engagement and the routine of intermission that nudges them toward the snack counter.

Beyond the Box Office: What This Means for the Industry

The Dhurandhar Effect highlights how the ripple effects of a blockbuster can go beyond conventional measures like ticket revenue. For cinema chains, profitability is tied not just to box office performance but also to ancillary revenues including food and drink sales, premium format surcharges and repeat viewing. A film that keeps audiences in their seats longer, like Dhurandhar, can drive higher per-head spending on snacks, which often carry higher margins than tickets themselves.

This phenomenon also points to evolving audience behaviour. Moviegoers are now more inclined to treat long films as social events occasions to gather with friends or family, enjoy immersive storytelling, and make an evening of it. The timing of Dhurandhar’s release, during the winter holiday and sequel anticipation season, may have also boosted attendance and associated concessions sales.

The Next Chapter: Food Trends and Cinema Culture

As Dhurandhar: The Revenge prepares for its March 19, 2026, release in multiple languages, industry watchers are keen to see whether this popcorn boom will continue. With expectations of massive footfalls and a continuing trend of strong theatrical engagement, the sequel could replicate or even exceed the original film’s impact on ancillary revenues.

Ultimately, the Dhurandhar Effect underscores a broader point: a blockbuster’s success is not confined to box office numbers alone. When a film captures collective attention in a sustained way, it can trigger wider commercial trends from cinema economics to consumer behaviour at snack kiosks and even shape how future films are marketed and monetised in an increasingly competitive entertainment landscape.