It’s not uncommon to see fans break into dance at theatres, cheer wildly or celebrate like no one’s watching. For years that’s been a typical reaction to a hero’s entry, an action packed sequence in a film or a stirring emotional triumph. Turns out, cinemas are witnessing fans erupt into that same euphoria – but for entirely different reasons.
From screening BTS concerts, a football final, a Taylor Swift concert to stand-up shows – with cutouts in hands, waving glowsticks and wristbands – fans are enjoying that collective live experience except in cinemas. “It’s no longer just about the popcorn or the plot,” says an exhibitor.
We spoke to the fans who’ve attended these screenings to ask, “What makes a cinema feel like the Eras Tour, a Wimbledon final, and a stand-up special – all at once?”

K-pop fans and Swifties pack cinemas
In early July, it was loud choruses, happy tears, and heart-thumping chants as the Hybe Cine Fest in Asia brought playlists to life. BTS, Seventeen, TXT, Enhypen, Le Sserafim, &Team, BoyNextDoor, TWS, ILLIT, and Katseye all had limited screenings in select cinemas. The line-up featured five concert films.
Last year, Swifties – sporting friendship bracelets and glittery dresses – packed theatres for screenings of Taylor Swift: The Eras Tour. Rajeshwari Reddy, mother of a teenager, recalls, “When I took my daughter for the Taylor Swift concert film in the cinema, it was almost impossible to recognise it as a cinema hall – there were so many teenagers getting ready in the washrooms and dancing in the aisles.”
Deeksha Khanduri, who proudly calls herself a Swiftie, says, “I was carrying printed posters and banners and was half-ready to leave them all at the entry check. I’d thought I’d have to protest to be allowed in with them, but no one stopped me – the staff was so welcoming. Obviously, you can’t compare it to the chaos of a real concert, but it felt like a safe space where you could just enjoy yourself.”

‘It’s not just about the match but others cheering along with you’
Last month, three Wimbledon matches, including the Ladies’ Singles Final, were screened in cinemas. Earlier this year, the FIFA Club World Cup Final turned theatres into cultural hubs, complete with a halftime show featuring Doja Cat, J Balvin, and Tems. Exhibitors say such events are part of a growing trend of alternate content. “These screenings redefine what it means to go to the movies and help build deeper engagement with audiences,” says exhibitor Kamal Gianchandani.
For fans like M Yasir, cinemas offer the perfect middle ground between the stadium and the living room. “No remote wars, no distractions like in restaurants, and definitely better than watching on a phone. It’s immersive and affordable. I recommend it to every serious sports fan.” Shailesh Sharma, a sports enthusiast,often hears the question, “Why pay to watch a match in a theatre?” His answer, “Re-released films are on streaming too, but we still go. It’s about the experience.” And that experience, he says, is everything, “It’s not just about the match. It’s about everyone reacting together – the cheers, the groans – it’s collective energy in surround sound.”

Energy of a live show, comfort of a cinema
In the last year, comedians including Aditi Mittal, Varun Thakur, Anuvab Patel, and Vishnu Pai have performed stand-up at cinemas across cities like Kochi and Mumbai. Exhibitors say that bringing comedy to cinemas is about bringing storytelling in all its forms – redefining cinema halls as multipurpose cultural venues and elevating homegrown voices. Standup fans say it works because it’s about the connection, not the space. Ravina Rawal, founder & CEO of a comedy company that organised a cinema-based comedy show, says, “It is also about pushing the boundaries of how people experience comedy. This series of comedy shows in cinemas is about giving fans a night out that’s as big and bold as the talent on stage. The idea is to bring together the energy of a live show and the comfort of a cinema.”