Pahalgam: TheKashmir has been the subject of a pilot study by Chennai-based entertainment start-up Jadooz for the past 10 months, and more screens will soon be built in the region including one in Betaab Valley in Pahalgam.
The start-up established two mini-theatres in Pulwama and Shopian in September 2022, and is now building screens in Baramullah, Hundwara, and Bandipore.By the end of June, these screens will be live.
The founder and managing director of Jadooz, Rahul Nehra, said: “Last year, we piloted with two screens to see how the local population responded to films. For over three decades, Kashmir did not have cinemas. We are seeing sufficient footfalls at our screens. And now, Kashmir is ready for films. So, we want to bring in more movies to the valley.”
Jadooz invests anywhere between Rs 50 lakh to 1 crore to set up these screens depending on the space and location.
In honour of the 40th anniversary of Rahul Rawail’s film Betaab, he claimed that Jadooz Pahalgam would ultimately be built in Pahalgam’s Betaab Valley.
The valley gained momentum and prominence after the Sunny Deol and Amrita Singh starrer was shot in 1983 and eventually was named after the film.