SS Rajamouli Vows Dharna Protest Over IMAX Screen Shortage in India
Acclaimed filmmaker SS Rajamouli has issued a bold ultimatum, threatening to stage a dharna outside the Los Angeles headquarters of IMAX if India does not have an adequate number of IMAX screens by the time his highly anticipated film Varanasi releases in April 2027. This dramatic stance underscores the critical need for premium cinema infrastructure in the country to support large-scale cinematic experiences.
The High Cost of Building IMAX Screens in India
Constructing an IMAX screen is a monumental financial undertaking, particularly in India. In the United States, the cost ranges between $10 million and Rs 15 million, approximately Rs 9 crore to Rs 13 crore. However, in India, the expenses soar even higher, with estimates reaching up to Rs 25 crore per screen. This steep price tag is not merely about scale but involves significant technological upgrades, including the purchase and maintenance of specialized IMAX equipment such as projectors and screens.
IMAX typically enters into long-term agreements, often spanning 10 years, with local exhibitors or national cinema chains to facilitate these installations. For instance, nine years ago, PVR invested Rs 50 crore to develop five IMAX screens in India, which included three new constructions and the retrofitting of two existing screens. At that time, each IMAX screen required an investment of Rs 10 crore, a figure four times higher than the Rs 2 crore to Rs 2.5 crore needed for a standard screen.
Challenges in Recovering Costs and Current Screen Count
Despite IMAX tickets in India commanding a premium of at least Rs 100-120 over regular ticket prices, the high initial investment makes cost recovery a prolonged process. It can take more than four years to recoup the expenses associated with building an IMAX screen, even with the elevated pricing. As of 2026, India boasts only 35 IMAX screens, a stark contrast to the 400 screens in the United States and 800 in China. This slow progress is notable given that IMAX entered the Chinese market in 2002, just one year after its 2001 debut in India.
IMAX's Response and Future Prospects
In response to Rajamouli's plea, IMAX has expressed openness to expanding its presence in India, contingent on securing local partners for deals. Giovanni Dolci, IMAX Chief Commercial Officer, highlighted in an interview with The Economic Times that the growth of IMAX in India has accelerated by nearly 60% since 2020 over the past six years. He emphasized the potential for adding at least 150 more IMAX screens across the country, indicating significant room for growth in the premium cinema segment.
About the Film Varanasi
Scheduled for release on April 7, 2027, Varanasi stars Mahesh Babu as Rudhra, Priyanka Chopra as Mandakini, and Prithviraj Sukumaran as the antagonist Kumbha. The film, a time-travel epic, will feature a world inspired by a chapter from the Indian epic Ramayana, with Mahesh Babu portraying Lord Rama. Rajamouli's commitment to enhancing IMAX availability stems from his dedication to delivering an immersive viewing experience for this ambitious project, as evidenced by his previous effort to build a massive 100 x 130 feet screen in Hyderabad to showcase the film's teaser.
