Mumbai, July 23: Zee Studios, the film production and distribution business of Zee Entertainment Enterprises Ltd., has successfully demonstrated the growing potential of event cinema in India through nationwide theatrical screenings of the FIFA World Cup 2026. As part of Z’s strategic partnership with FIFA for 39 tournaments through 2034, the initiative brought football’s biggest global spectacle to cinema audiences across the country, creating a shared viewing experience at an unprecedented scale.
The FIFA World Cup 2026 screenings witnessed an overwhelming turnout across theatres, with nearly 1.5 lakh audiences choosing the big screen to experience football’s biggest moments together. Across 32 matches, Zee Studios presented more than 550 screenings spanning 50 cities, creating an unprecedented nationwide theatrical experience for sports fans. The exceptional occupancy, strong box office performance and enthusiastic audience response underscore a significant shift in consumer behaviour, with audiences increasingly seeking immersive, collective experiences that go beyond traditional movie viewing.
FIFA World Cup 2026™ has emerged as one of India’s most successful event cinema experiences, validating the immense commercial potential of alternate content in theatres. The scale and response reaffirm that Indian audiences are eager to experience marquee global sporting events together on the big screen.
For Zee Studios, the initiative is a part of a long-term strategic and omni-channel content approach. By bringing premium global sporting events, concerts, live performances and cultural programming to theatres, the studio is expanding the role of cinemas beyond film releases and unlocking new opportunities for exhibitors, content owners, and audiences alike.
Commenting on the positive response received, Mukund Galgali, Deputy CEO & CFO, Zee Entertainment Enterprises Ltd., said,
“The response to FIFA has demonstrated that Indian audiences are ready to embrace a broader definition of theatrical entertainment. For us, this is not just about screening a sporting event; it is about unlocking a scalable business model that reimagines cinemas as venues for the world’s biggest cultural, sporting, and live entertainment experiences. Event cinema represents a significant opportunity to diversify theatrical content, create incremental value across the exhibition ecosystem and build new consumer habits. Zee Studios is committed to leading this transformation and shaping the future of event cinema in India. It is particularly encouraging that FIFA has recognised Z’s effort through a special video message from FIFA President Gianni Infantino, acknowledging our contribution towards bringing football closer to millions of fans across India. Such recognition reinforces our belief that meaningful partnerships can create lasting value for audiences and the broader sports ecosystem.”
Globally, event cinema has emerged as a significant growth avenue for exhibitors, with concert films, live sporting events, theatre productions and cultural programming attracting audiences seeking premium shared experiences. The success of the FIFA World Cup 2026™ screenings demonstrates that India is equally poised to embrace this evolution, creating new opportunities for cinemas beyond conventional film releases.
Building on this momentum, Zee Studios will continue to explore opportunities across premium global sports, concerts, live entertainment and cultural experiences, further strengthening its commitment to creating differentiated theatrical offerings for Indian audiences.
The success of the FIFA World Cup 2026™ screenings marks an important milestone in the evolution of India’s exhibition industry, reaffirming Zee Studios’ commitment to expanding the boundaries of theatrical entertainment and creating new avenues for audiences to experience the world’s biggest moments together on the big screen.