This phenomenon was foreseen many years ago, though many dismissed it then as a mere joke. Fast forward to today, and it has undeniably become a reality. Several factors contribute to this shift in the filmmaking landscape.
In the past, films were often seen as edutainment—an engaging way to learn while being entertained. However, the landscape in India has undergone a significant transformation. Today, most films are crafted primarily to maximize revenue. This profit-driven approach often overshadows the educational or social messages films once conveyed, reflecting a broader trend where commercial success takes precedence over artistic expression.
The film industry now faces stiff competition from a growing number of television channels broadcasting content 24/7. This saturation has made it increasingly difficult for filmmakers to create content that satisfies the diverse tastes of modern audiences. As technology continues to enhance the quality and accessibility of electronic media, viewers now expect high-caliber programming tailored to their interests and preferences.
Consequently, the cost of film production has skyrocketed, pushing producers to hike ticket prices to recoup investments and turn a profit. This inflation is worsened by added expenses such as exorbitant parking fees and overpriced refreshments, which sometimes surpass the ticket price itself.
Piracy remains another significant threat, undermining revenue streams and making it even harder for filmmakers to stay afloat. As unauthorized duplication and distribution grow more rampant, financial setbacks become increasingly severe, endangering the very sustainability of the industry. This complex web of challenges underscores the urgent need for innovative strategies to help the film sector adapt and thrive.
OTT platforms have emerged as a boon for the middle class. In today’s fast-paced world, time is a scarce commodity. Considering the film duration, travel time to theatres, traffic issues, and the return journey, a single movie outing can consume nearly five hours, around 35% of one’s effective working hours.
Despite the pressures, the film industry is undergoing a remarkable transformation, characterized by dynamic collaboration between emerging producers and innovative exhibitors. Together, they are developing new practices aimed at revitalizing the art of filmmaking. This teamwork sparks hope for a creative resurgence. Yet, a unique challenge persists: many older viewers are losing interest in contemporary cinema, finding today’s films excessively loud and dominated by explosive stunts and relentless violence. This leaves them disconnected from the narratives unfolding on screen.
Meanwhile, trends suggest that younger audiences increasingly prefer sports and other programming on television. TV offers relatively low-cost, effective entertainment across a wide array of channels, catering to various viewer segments. It also allows multitasking—viewers can attend to household chores or work while watching. Add to this a constant stream of news, reality shows, short films, and serials, and it’s easy to see why television is becoming more addictive and preferred over cinema. Moreover, commercial advertisements provide substantial financial support to TV channels, bolstering their sustainability.
Let us not forget that the film industry supports the livelihoods of countless individuals—not just actors and directors, but also technicians, crew members, caterers, equipment providers, and others. Its survival is crucial in today’s competitive and fast-evolving entertainment ecosystem. But we must recognize that the competition is now fiercer than ever, driven by rapid technological change and shifting consumer habits.
In light of this, we must take to heart Charles Darwin’s principle of “the struggle for existence and the survival of the fittest.” Adaptability and resilience are the only ways forward. Relying solely on government subsidies is not a sustainable solution. Instead, stakeholders must thoroughly analyze the current landscape, foster innovation, and develop pragmatic strategies that benefit creators, audiences, and investors alike.
Temporary fixes and superficial measures will offer only fleeting relief. A lasting solution requires a collaborative mindset across all aspects of the film ecosystem—production, distribution, and exhibition—built on the principle of “one for all and all for one.” Such unity can ensure the ecosystem doesn’t just survive but thrives.
Finally, forging a symbiotic relationship between the television and film industries can unlock new opportunities. By collaborating strategically, both sectors can share resources, co-create compelling content, and reach broader audiences across platforms. In doing so, they can together build a more robust, resilient, and adaptive entertainment industry for the future.
