The article discusses how post-pandemic consumer behavior in India has shifted theatrical attendance for small and mid-sized Bollywood films, with audiences often preferring later OTT premieres. This trend has led to underperformance at the box office for films that find massive viewership on platforms like Netflix, exposing a tension between theatrical release and streaming availability for certain movie types.
The post-pandemic audience shift toward home viewing for mid-budget Indian cinema directly impacts theatrical revenue models and film production strategies. Producers face a dilemma: risk theatrical underperformance for films that later succeed on streaming, or bypass cinemas entirely. This behavior change is prompting a re-evaluation of content distribution, marketing, and exhibition best practices in India. The sustained box office success of genuinely fresh, smaller films that debut in cinemas will be a key indicator for how the industry balances traditional theatrical releases with the growing preference for OTT platforms.
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