Kathmandu: Six years ago, Hrithik Roshan was ruled a villain and overnight his films were banned in Nepal's theatres. Fast forward to today, and the same man has become the kingdom's hero once again, in more than one way.

Released in Nepal on June 23, Krrish is running and has been for an extraordinary month.

Gopi Krishna Movies, the multiplex theatre in the capital where the 'Hrithik Roshan riots' first hit causing it to suffer a staggering loss, is now laughing all the way to the bank.

The cinema was showing Mission Kashmir starring Hrithik, when a inexplicable anti-Hrithik movement erupted in Nepal.

"It was at our theatre that the rioting started," says Niraj Poudel, managing director of Gopi Krishna.

"A mob stormed the theatre and began ransacking it. They set fire to the Dolby sound system, the air conditioners and the print of the film."

Additionally, a local publication falsely reported that during an interview with a television channel the actor had made undignified statements about Nepal and its people.

This triggered the demonstrations against Hrithik, which was followed by attacks on cinemas screening his films. Soon, the disorder escalated into riots targeting Indian businesses.

Four people, including a schoolgirl, were killed in the ensuing violence. This prompted the government of the day, as well as theatre entrepreneurs, make the decision to ban the actor's films in Nepal.

"We suffered a loss of nearly NRS 60,00,000 ($80 000) at that time," says Poudel.

"It took nearly a year for the trouble to be settled and Hrithik's next film, Kabhi Khushi Kabhi Gham, to be screened here."

However, today, Poudel says the loss has been turned over by the steady profit pouring in since Hrithik's new superhero film Krrish released last month.

Somewhat symbolically,the release coincided with a massive makeover by Gopi Krishna. The cinema reopened with seven auditoriums, a coffee corner, comfort lounge and children's corner as well.

Three of Gopi Krishna's halls are screening the film. Two other theatres in the valley, Asta Narayan and Barahi, are screening the film as well.

Poudel says the film is also doing brisk business in major cities Biratnagar, Birgunj, Pokhara and Janakpur, at theatres owned by his family.

The fact that Hrithik has signing a contract with Surya Nepal, ITC's joint venture in the kingdom, to be the brand ambassador for John Players, men's line of readymade clothing launched by the tobacco company probably helped his restoration in Nepal.

Surya Nepal and John Players are also riding on the new Hrithik surge. When Krrish released, Surya Nepal and Gopi Krishna began a marketing strategy. They began offering every person purchasing a Krrish ticket at Gopi Krishna a 10 percent discount on John Player items.

"The strategy has worked well," said S. Roy, vice-president, marketing at Surya Nepal.

"We signed up Hrithik last year and by now, the Nepali customer has identified the brand with him and accepted him wholeheartedly."