Mumbai (Maharastra) [India],October 24: The ongoing debate about the future of theatres versus OTT platforms is heating up, as more viewers opt for streaming over traditional cinema. With OTT viewership skyrocketing, theatres are feeling the pressure. Reports show that OTT has reached over 547 million users in India, making it a formidable competitor for cinemas. While blockbusters like Jawan and Pathaan still attract audiences, the overall picture is concerning. Recently, PVR INOX reported a loss of ₹12 crore this quarter, a significant decline from last year’s profits.
The pandemic changed everything. During lockdowns, OTT became the primary source of entertainment, and now, the industry is still feeling the effects of that shift. Film shoots were disrupted, resulting in gaps in new content releases. In response, theatres have begun re-releasing popular films. Classics like Rockstar and Jab We Met have returned to the big screen, often at lower ticket prices around ₹150, while new releases remain around ₹250. However, many people are choosing to wait for these films to hit streaming services. This “OTT pe dekh lenge” mindset is impacting theatre attendance significantly.
Vyshak Perumana, a film distributor, emphasizes that this shift in audience behavior has led to a drop in cinema attendance. “People find it hard to justify spending on tickets when they can watch films for less or even for free on OTT platforms,” he notes. Industry insiders, including Manoj Desai from G7 Multiplex, confirm that this belief has affected business by about 30%.
Despite these challenges, Vyshak firmly believes that content is still king. “If we focus on making films that resonate with audiences, they will come back to theatres,” he asserts. He highlights that the recent success of Malayalm films crossing ₹1500 crore overall at the box office shows a strong desire for cinema experiences. “It’s about providing viewers with stories they want to see on the big screen.”
While the current business model may still reflect pre-pandemic trends, Vyshak remains optimistic about the future. “As filmmakers adapt and create compelling content, we’ll see audiences return to theatres,” he concludes. “At the end of the day, it all comes down to content. Those who invest in strong storytelling will find success, whether in theatres or on streaming platforms.
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