Indian cinema reinvents itself beyond the big screen

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"Digital platforms like Amazon Prime, Disney+, and Netflix have transformed the Indian movie industry, especially for film producers," says UniSA’s Professor Ruth Rentschler, alongside Dr. Rajeev Kamineni, who notes the rise of regional cinema post-COVID. The duo discusses how the industry has emerged stronger with fresh storytelling and distribution models. Photo via X

The Indian film industry, a powerhouse of cultural expression and mass entertainment, has not only weathered the COVID-19 storm but emerged with a renewed focus on innovation. Experts from the University of South Australia and the University of Adelaide highlight a fresh era for Indian cinema, where streaming platforms and regional cinema are reshaping how films reach audiences.

At the height of the pandemic, when cinemas went dark and the film industry saw a sharp revenue decline to levels last seen in 2017, the future looked uncertain. In 2020, Indian media and entertainment revenues fell by 24% to $18.9 billion USD, halting growth in one of the world’s most prolific film industries. But by 2022, the industry had rebounded, growing by 21% and crossing $24 billion USD in annual revenue for the first time. With a projected increase to over $30 billion USD in 2024, the outlook appears brighter than ever.

Professor Ruth Rentschler from UniSA and Dr Rajeev Kamineni from Adelaide Business School see the pandemic as a pivotal moment that redefined the landscape of Indian cinema. With theatres closed, streaming platforms became the main gateway to films, allowing Indian movies to reach global audiences like never before. Dr Kamineni notes that while the digital divide in India still exists, more people are now able to access streamed content on mobile devices. This shift has also amplified the visibility and popularity of regional cinema, where films in various Indian languages are finding acclaim both domestically and internationally.

Dr Kamineni, who has produced 14 Indian films over the last decade, observes that regional films, which reflect specific local languages and cultures, have gained significant traction. “The rise of regional cinema has been one of the pandemic’s unexpected success stories,” he explains. “Films that may have been limited to a regional audience in pre-pandemic times are now accessible across the world, thanks to streaming platforms.”

Professor Rentschler highlights how the shift to digital streaming services like Amazon Prime, Disney+, and Netflix has brought structural changes to the industry, especially for film producers. These platforms, she says, allow artists and technicians to work directly with streaming services, reducing the traditional role of producers in project coordination. Many filmmakers are opting to release films directly onto digital platforms, bypassing traditional distributors and cinema chains.

“From the doom and gloom of COVID-19, the Indian movie industry has emerged stronger with a focus on innovation in storytelling, filmmaking techniques, and distribution models,” says Dr. Kamineni. Here, Dr. Kamineni is pictured with South Australian Premier Peter Malinauskas last year. Photo via LinkedIn

This trend, while opening new revenue streams for artists and technicians, has created challenges for independent producers who now face the task of forging new relationships with digital distributors. Professor Rentschler notes that as traditional connections with distributors fade, independent producers must evolve quickly to remain relevant in an industry that is largely family-owned and operates with independent players.

The pandemic’s impact on cinema-going habits has also underscored the stark inequalities in India, where a large portion of the population struggles with access to the internet and smartphones, which are essential for streaming services. For many, cinemas were the main source of affordable entertainment, a place where communities could gather. Dr Kamineni underscores this divide, acknowledging that, despite the growth of streaming, there is still a substantial part of the population that cannot easily access digital content.

As India continues to embrace its new direction in cinema, its film industry demonstrates resilience and adaptability. With expanding audiences worldwide and growing recognition for diverse regional voices, Indian cinema is not only recovering but reshaping its future beyond the confines of traditional cinema halls.

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