CONDITION OF CINEMA HALLS AND THEIR MANAGEMENT IN WEST BENGAL: A REVIEW

The cinema exhibition sector in West Bengal has undergone significant transformation due to technological advancements, the rise of multiplex culture, and the proliferation of Over-the-Top (OTT) platforms. This review paper examines the condition of cinema halls-particularly single-screen theatres-and evaluates management practices within the regional context. Drawing on recent industry reports and academic literature, the study identifies infrastructural challenges, shifting consumer behavior, and policy gaps, while highlighting opportunities for revival through innovation and strategic management. The findings suggest that sustainable growth depends on integrating policy support with experience-driven business models.