Lata Jha

As box office failures rise, filmmakers embrace content testing to align productions with audience expectations. This involves feedback from targeted viewer groups, which could help shape script and pace to marketing.

Inspired by Telugu cinema's successes, Tamil filmmakers now see the potential for broader appeal and box office growth by embracing a pan-India strategy, experts told Mint.

Hit franchises are transitioning between theatrical releases and OTT platforms, allowing deeper narratives and character development. This model, successful in Hollywood, is gaining traction in India, enhancing audience engagement and attracting new viewers while retaining core fanbases.

Hostility against the release of Pakistani films in India deters theatre owners from screening them. The Legend of Maula Jatt's release was cancelled amid political pushback, while interest in Pakistani content persists online, highlighting the disparity in cinema access.

The board also approved the appointment of Saurav Adhikari as an additional non-executive director with effect from 15 November, Zee said in a filing.

Top linear TV shows like Bigg Boss and Indian Idol see 40-50% of their viewership coming from digital platforms, driven by catch-up content and loyal fans. Although linear TV remains core to advertising, OTT viewership is growing significantly.

Streaming platforms continue acquiring star-led films that underperformed at the box office, focusing on names rather than content. Experts observe audience preferences increasingly prioritise quality over star power, changing how producers approach film projects.

Amazon Prime Video's ad-supported tier launch may reshape India's streaming landscape, intensifying competition for advertising budgets.

Multiplex chains assert that higher rates enhance box office success. Critics highlight potential footfall increases with lower prices. Concerns about affordability persist, especially for families in smaller towns facing steep ticket costs.

OTT platforms have broken barriers and audiences are watching all kinds of films. Actors can travel across geographies, and on a streaming platform you have a Fahadh Faasil competing with a Manoj Bajpayee for attention.