When was the last time I went to the movies? Maybe in the first week of May? It was not a Bollywood movie (it starred Aishwarya Rai Bachchan, but she is not limited to the Hindi film industry), and I can’t remember the last time I went to the movies to watch a Hindi flick. To be honest, no one cares about the language anymore. 

What’s Cinema in India?

Cinema has been nothing short of a religion in India. Superstardom was a huge phenomenon for the longest time, and movie stars were demigods. Going to the movies was a luxury before. Growing up, we would hear stories of our grandfathers cycling miles to catch a movie of their favorite actors. Then, gradually, the movie-going experience turned pretty casual. Stardom continued to exist, but going to the movies became a way to relax, spend a weekend, or enjoy a date. 

However, in a post-pandemic world, we now see movie multiplexes like PVR-INOX pulling their shutters down. Huge losses coupled with instability arising from a dramatic shift in consumer spending habits have led them to rethink business strategies. And why wouldn’t they? Watching movies in multiplexes cause a big dent in your pocket, especially if you are in one of India’s metropolitan cities. Add to that the sky-rocketing popcorn and beverages prices!

What Happened?

While Bollywood and multiplex owners blame the rise of OTT platforms, it’s pretty hard to overlook the fact that the pandemic has led people to question their spending and consuming habits and focus more on the returns they get for each of their investments. A ₹1,499 subscription gets them access to Amazon Prime plus free delivery on Amazon purchases. Every Indian TV channel has its own OTT platform, and the subscription fee gets slashed by a huge margin every year. Even internet providers like JIO and Airtel have their own OTT platforms that stream content beyond Bollywood or Hollywood. For the average movie-goer in India who is already neck-deep in inflation and recession right now, going to the movies is not the experience it used to be!

Unless you offer something that’s worth the effort to get out of the house and commute to the mall and, of course, the money (including the popcorn and water bottle!)

When I watched the recent blockbuster Ponniyin Selvan-II (2023) in the theatre, I realized that movies of such grand proportions (it’s a historical drama) are best watched on the big screen. The grandeur, the cinematography, and the overall experience are simply awesome on the 70mm screen. Also, let’s not forget that movies made for OTTs need to have separate cinematography altogether. However, for a vast majority of the youth population in India, it might not be worth it unless you have a strong script, great VFX, and a lot of visual appeal. This is why movies that compromise on any of these aspects do not mint money at the box office. 

Content for All

A major shift that occurred with the popularity of OTT platforms was the democratization of movies. Everybody has access to watch movies or TV shows in any language. Netflix was the first to arrive and change the narrative of how movies were viewed. Amazon Prime and other OTT platforms leveraged content that was closer to home. Movies that were released decades ago found their way to our smartphones and laptops, and you got to realize the power of cinema in bringing about a social revolution in a young country way back in the 50s and 60s. The more relatable the content, the better views it generates. We no longer feel the need to go to the big screen when the past and the future can come to us on our screens. 

The pan-India population has no language barriers anymore. Earlier, movies made in Indian languages were dubbed in Hindi and aired on primetime television. Now, they are remade in Hindi and many other Indian languages with the same cast. The popularity of actors working in these movie industries is pan-India, and their work is for everyone to see, even if you don’t understand the language. Furthermore, you get a sneak peek into the cultures that exist in these states of India that are characteristically different from each other. That helps ease the geographical gap and subdue stereotypes. 

Hollywood, too, has competition in India now. Korean dramas and movies are a huge Gen-Z favorite, and Japanese animes have found their way into the smallest of towns and cities in India. OTT platforms like MUBI have brought the best of international cinema to an evolved audience. And what’s more? Audiences no longer wait for such movies to be dubbed in Hindi or English. The subtitle barrier is getting closer by an inch every day. Our audiences have evolved, and hence, movies need to follow suit sooner rather than later.

Article Courtesy of Neha Jha