Bollywood faces horror show at box office with viewership shifting to streaming services

India’s Bollywood film industry, long part of the cultural fabric of the movie-mad country of 1.4 billion people, is facing its biggest-ever crisis as streaming services and non-Hindi language rivals steal its sparkle.

The film giant churns out on average 1600 films every year, more than any other country, traditionally headlined by glitzy Bollywood, with fans worshipping movie stars like gods and crowds thronging premieres.

But now cinemas have fallen quiet, even in Bollywood’s nerve centre of Mumbai, with box-office receipts plunging since Covid curbs were lifted. “This is the worst crisis ever faced,” veteran Mumbai theatre owner Manoj Desai said. Some screenings were cancelled as the “public was not there”.

The usually bankable megastar Akshay Kumar had three back-to-back films tank. Fellow A-lister Aamir Khan, the face of some of India’s most successful films, failed to entice audiences with the Forrest Gump remake, Laal Singh Chaddha.

Of the more than 50 Bollywood films released in the past year — fewer than normal because of the pandemic — just one-fifth have met or surpassed revenue targets, said media analyst Karan Taurani of Elara Capital. Pre-pandemic it was 50 per cent.

In contrast, several Telugu-language aka Tollywood movies — a south Indian competitor to Hindi-language Bollywood — have soared to the top.

Embarrassingly, around half the box-office takings for Hindi-language films from January last year to August this year were dubbed southern offerings, said State Bank of India’s chief economic adviser, Soumya Kanti Ghosh, in a recent report. “Bollywood, after decades of storytelling… seems to be at an inflection point unlike any other disruption it has faced before,” Ghosh wrote.

Out-of-touch

Bollywood, like other movie industries, has been hurt by streaming’s rise, which started before the pandemic but took off when millions of Indians were forced indoors.

Around half of India’s population has access to the internet and streaming services, including international players such as Netflix, Amazon Prime and Disney+ Hotstar, have 96 million subscriptions, according to a government estimate.

Some films released during the Covid shutdown went straight to these platforms, while others hit small screens just weeks after debuting in theatres.

With streaming monthly subscriptions lower or comparable to the cost of one ticket — Rs100-200 rupees ($1.20-$2.50) at single-screen cinemas and higher at multiplexes — price-sensitive audiences were avoiding theatres, analysts said.

Times have been so hard that INOX and PVR, two of India’s biggest multiplex operators, announced their merger in March to “create scale”.

Subscribers were meanwhile exposed to local and global streaming content, including southern Telugu, Tamil, Malayalam and Kannada-language films that already had legions of devoted local fans.

“Regional cinema was not travelling beyond its borders. But now suddenly everyone is watching Malayalam cinema or Maharashtrian cinema and then you realise that… there are filmmakers who are telling more interesting stories,” film critic Raja Sen said.

Originally published in Dawn, October 12, 2022