I clearly remember the roaring cheer of people in a single screen hall in Kolkata, when Shahrukh Khan made his first appearance on screen in the action drama ‘Chennai Express’. Or what about the time when the whole audience became exceptionally silent following the tragic ending in ‘Sairat’.
Watching a movie in the cinema hall is an experience in itself. It is much more than those recliner seats and the smell of expensive flavored popcorns and nachos. I know what you’re thinking. It is all because of the pandemic and its ‘new rules’ that cinema halls are facing their biggest crisis today. OTT platforms have taken advantage of this very fact to lure the people into investing in their monthly plans.
But the popularity of OTT platforms like Netflix, Amazon Prime, and several others have been on the gradual rise for a few years now. With the pandemic on top of it, the growth curve of OTT platforms has seen an unexpected boom! So what does that mean then? Is the cinema theatre culture in India heading towards its unavoidable doom?
The Inescapable Covid-19 Side Effects
Like several other sectors, the Indian entertainment sector too could not escape the brunt of the virus. Since mid-march, cinema halls and multiplexes have been under lock and key. The social distancing norms and regulations against huge gatherings have put the cinema theatres in a sticky spot.
But the show must go on…
Since the lockdown, several mainstream films have had a stupendous opening by teaming up with OTT platforms like Netflix, Amazon Prime, and Disney Hotstar. Multi starrer films like ‘Gulabo Sitabo’ or Kashyap’s gripping thriller ‘Chocked’ have received a warm welcome on such websites. Directors and producers have also taken a certain liking towards OTT platforms to deliver a more unique kind of content.
People have welcomed the raging culture of ‘Netflix and Chill’ which allows them to watch their favorite series and films in the comfort of their own homes. The question is, are they willing to return back to the silver screens?
What do the Audience Polls say…?
A recent survey has claimed that 3 out of 4 Indians prefer to stream films on OTT platforms instead of theatres, especially after the advent of the pandemic. Jason Barrett, a media postgrad and an avid cinephile definitely falls under those in favor of online streaming platforms. He feels that even though the cinema theatre experience can never be substituted, OTT platforms do have a promising future as far as the Covid generation is concerned.
Tweaking the Rules a Bit…
Despite numerous surveys, some of us are dying to go back to our beloved multiplexes and single screens! The reverb of the Dolby audio and the magnificence of the big screens can never be substituted with online streaming websites.
Like us, multiplex and cinema hall owners, too, are waiting for the Government green signal so that they can open their doors to the public. But there has to be a little tweaking of rules. Apart from the usual temperature screenings, there will be cross allocation of seats to ensure social distancing.
A Long Road Ahead…
The owner of India’s largest multiplex chain, PVR Cinemas, claimed that despite some calling it a ‘dying habit’, revenue from cinema halls last year had reached a record-breaking number! There is still a booming demand for silver screens among the Indian audience, both young and old. Not to mention subsidiary industries like the Food and Beverage (F&B) sector that earns off cinema theatres.
With the scenario changing every moment, it is too early to decide on the future of cinema halls and multiplexes. Even though most people would be hesitant to hit the theatres, given the fears of the virus, one thing is for sure – it is not ‘The End’ for cinema theatres in India yet.
If cinema halls reopen tomorrow, would you rush to your nearest theatre?