New Delhi, April 15 -- As actor Allu Arjun steps into the cinema exhibition business, joining southern stars like Mohanlal and Mahesh Babu, industry experts say the move signals a growing trend of film celebrities extending their influence beyond the screen.

The trend is beginning to surface in the north as well, with actor Ajay Devgn owning a multiplex chain. Such moves, experts say, can improve the industry's engagement with stakeholders by placing a creative voice at the helm, bolster brand recall and enhance distribution through better coordination and sharper audience feedback loops.

However, the core realities of exhibition-a capital-intensive model with unpredictable returns-remain firmly in place.

"For actors, it makes strategi...