Producer Jhanvi Narang has shared her insights on the evolving landscape of Indian cinema, touching upon key aspects like film marketing, storytelling, and the theater experience. Known for her association with AMB Cinemas, Jhanvi emphasized that innovation and honesty are crucial to keeping cinema vibrant and engaging.
Speaking about AMB Cinemas, she noted that the brand has set new benchmarks in comfort and luxury by prioritizing customer satisfaction. From upgraded lounges and diverse menu options to cutting-edge sound and screen technology, every element is designed to enhance the movie-going experience. She added that guests can even relax and refresh between shows, making each visit memorable.
On film marketing, Jhanvi described it as one of the toughest jobs in the industry due to the diversity and unpredictability of audiences. She explained that the most effective strategies are based on instinct rather than rigid plans. Highlighting the pitfalls of fake hype and artificial buzz, she said that only honest and organic promotions create lasting impact. Referring to the film Kubera, she revealed that the team deliberately avoided over-promotion, allowing the content itself to drive audience curiosity and trust.
Discussing storytelling, Jhanvi expressed concern that many scripts feel repetitive and uninspired. She urged writers to seek authentic stories, new backdrops, and original ideas, noting that today’s audiences value honesty and freshness above all.
Despite the challenges faced by single-screen theaters, Jhanvi remains optimistic about the future of cinema. She believes that the magic of watching movies together will never fade—as long as the industry continues to innovate and deliver experiences that keep audiences coming back to theaters.
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