Producer Jhanvi Narang shared her thoughts on the changing face of Indian cinema, from film marketing to theater experience and storytelling. Known for her work with AMB Cinemas, she believes that innovation and honesty are the keys to keeping cinema alive and exciting.
Jhanvi said that AMB Cinemas has set a high standard for comfort and luxury, always focusing on customer satisfaction. From new menus and upgraded lounges to advanced sound and screen technology, every small detail is given attention. She mentioned that guests can even refresh themselves between shows, making the experience truly special.
Talking about film marketing, Jhanvi said it’s one of the hardest jobs in the industry because audiences are diverse and unpredictable. She explained that they rely more on instinct than fixed plans. She also warned that fake hype and artificial buzz often lead to disappointment, and that honest, organic promotions work best.
Jhanvi believes that filmmakers should stop following the same marketing patterns and explore new, creative ways to reach people. She shared that for the film Kubera, the team avoided over-promotion and instead let the movie speak for itself, which helped build genuine audience interest.
On storytelling, she said many scripts feel repetitive and lack originality. She urged writers to look for real stories, fresh settings, and untapped ideas. According to her, audiences want authenticity more than ever before.
Even as single-screen theaters struggle, Jhanvi is confident that cinema will continue to thrive. She said that people still love watching movies together, and the key lies in constant innovation and creating experiences that bring them back to theaters.
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