Indian Box Office Struggles As Audiences Prefer OTT for Mid-Sized Films
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.
Key Takeaways
- Films made for Rs. 7-10 crores, such as 'Obsession,' underperform at the box office but find significant viewership on OTT platforms like Netflix.
- Small and mid-sized films, which once thrived in cinemas pre-pandemic, now struggle for theatrical audiences, including critically acclaimed titles like 'Laapataa Ladies.'
- Pre-pandemic, films like 'Bheja Fry' (2007) and 'A Wednesday' (2008), made under Rs. 1 crore, could achieve significant ROI in cinemas.
- Only '12th Fail' (2023) and 'Kill' (2024) are noted as unconventional films finding success in post-pandemic cinemas without huge stars, driven by word-of-mouth.
- Producers are increasingly taking high-concept, non-star films directly to OTT, as seen with 'Mrs' (2025).
Why It Matters
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.
Read full article at bollywoodhungama.com
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