Villagers deserve big screen thrill: Riteish Deshmukh

Nagpur: Actor Riteish Deshmukh described the EKAL Hub initiative as a potential gamechanger for rural Maharashtra, saying that it is important to make entertainment accessible and affordable for people living outside major cities.Speaking about the project, he noted that entertainment is not a luxury but a basic need, and rural communities deserve access to quality cinematic experiences. Deshmukh highlighted that the big-screen experience in a theatre cannot be replicated by the internet or OTT platforms. While digital platforms offer convenience, the immersive environment of a cinema hall creates a unique connection with films and storytelling, he said. The idea behind Ekal Hubs, he said, is to bring this experience closer to rural audiences while ensuring it remains affordable.
Deshmukh pointed out that through screenings and training content, the hubs aim to support education, digital literacy, and skill development in rural areas. Recalling the origin of the project, Deshmukh said he first met Atul Shirodkar through his father, the late Vilasrao Deshmukh. During their discussions, the idea of bringing cinema to rural areas began to take shape.The project, however, faced challenges during the Covid pandemic, which slowed initial plans, Deshmukh said. At one stage, the team even explored a prototype concept using inflatable screens and traveling tents to bring films to villages. As they experimented and learned through execution, they identified opportunities for improvement. These experiences eventually led to the development of the permanent Ekal Hub theatre model.Get the latest lifestyle updates on Times of India, along with Women's day wishes, messages and quotes !