How the Pandemic changed Cinema

The last 18 months have been quite unique in recent history. COVID – 19 a respiratory virus pandemic has affected almost 200 million people and 4 million have died. Wave after wave the pandemic rages on. Most parts of the world have experienced varying periods of locked downs.  Lifestyles have altered. Ubiquitous connectivity has ensured that while physical contact has been limited to immediate vicinity almost all the people have remained connected to one another through mobile phones and Internet. Economic activity had fallen substantially in the first few months of the pandemic and it is returning towards Pre-Covid levels fast. Many people are working from home, students are studying online and physical activity has been severely restricted. Hospitality, travel, restaurants and organized retails are the worst sufferers. Media & Entertainment too have witnessed a digital moment. India is no different.

Almost all of us have spent more time during the past few months before a TV, computer or mobile phone screen. Zoom calls, WebEx video conferences, virtual meets and video chats have become the new social activity. Amidst several re-runs across channels and watching news (or what masquerades as news) many of us are catching up on new programming on one of the dozen odd streaming platforms. Of course, avid cinegoers are missing their regular cinema visits. Some of us who are fond of plays and concerts are getting our fix via virtual concerts. As we gradually and grudgingly begin our usual routines will entertainment return to its earlier magic? Indeed, but a lot more online. Cinemas have remained shut and are just beginning to open haltingly. Exhibitors and cinegoers alike are keeping their fingers crossed that soon they will be able to see the favourite film stars on the Big Screen. As vaccinations pick up, more and more people will resume their normal life. Entertainment will once again become its normal self.

Though people are now up and about in large numbers yet a big percentage of us are staying indoors except for emergency outings. Obviously, we are spending more time keeping ourselves informed and entertained.  There’s a paradigm shift from analogue to Digital. Newspapers are read as much online as in print. Streaming services like Netflix, Amazon Prime. Disney Hotstar, Zee 5, Sony liv, etc. have seen a 50% spike in viewership. In the last 34 months several new series have streamed on these new streaming (OTT) platforms even as old favourites like Big Boss, KBC and Music contests continue to attract large TV audiences. Although a scepter of regulation looms large on digital content, for the time being Indians are enjoying their dose of realistic, often violent and bold drama on OTT. The recently concluded IPL has attracted more viewers than ever before. TV advertising and viewership is back to normal.

Interestingly in the last 12 weeks. A dozen odd films including Dil Bechara, Sadak 2, Gulabo Sitabo, Shakuntala Devi, Khali Peeli, Raat Akeli Hai, Serious Men, Chalaang, Lakshmi Bomb and Radhe have premiered on streaming platforms and more are in the pipeline. Millions have watched these films and some have proved popular as well. Movies are getting released directly on digital platforms without waiting for the cinemas to open. There is a debate going on between cinema owners and producers whether this is a breach of business protocol. Well to put this in the right perspective let’s understand some ground realities. In 2019, India produced 1800 films out of which only 600 found a theatrical release. Most others struggled to get viewership on TV or online. With only 9000 screens India is a hugely under screened country-China has 60000 and the US has 40000 screens. Logically not more than 6 films should be released every week in cinemas. On the other hand, the larger budgeted films or even some smaller eclectic movies do need large screen viewing.  For such films the streaming platforms are God sent.

In the next few months this sabre rattling will give way to the same uneasy equilibrium as before. The top 100 films (in all languages) will garner maximum eyeballs and revenue share. Another 200 odd films will get a patch theatrical release, some films even getting as few as one or two shows a day. Earlier the only possible source for these filmmakers was to try and sell to one of the satellite channels or since the past two years it’s the streaming platforms. Since one does not, thank God for small mercies, require a license to make a film India has been overproducing movies far beyond what can be consumed both financially and time wise. Multiplex owners actually need the top 50 films to shore up their balance sheet so ultimately, they too will have enough content once the people start going out more.

In the years to come theatrical release of films will be restricted to selected films. Films which need a shared cathartic experience in a darkened auditorium. These films would either be large space epics what Hollywood calls Event Films. Spectacles, superhero films with all the bells and whistles like Imax, Atmos sound and other sensory thrills. A few big star action, adventure or drama films will be a part of the big screen specials. In due course a visit to the cinema will become a special outing. Social distancing and masks to be intact.

One thing is certain budgets will have to come down for both films and Broadcast TV. Advertising revenue is shifting fast from analogue media to digital. Social distancing and other precautionary measures are now becoming necessary in the post Covid world will mean reducing crowding on film and TV studios. This will mean leaner crews and the end to the entourage economy perpetrated by the stars. Elaborate health precautions and sanitization regimes are now mandatory for studios and cinemas alike. Most of marketing will shift to online promotion and Digital Out of Home (DOOH) reducing the extensive marketing budgets to more manageable ones. Start to finish filming in a sanitized location will be preferred. These films will have smaller budgets and arguably a little diverse content.

Films are the fountainhead of all other forms of modern entertainment. The larger-than-life stars and the glamour and glitz of showbiz make cinema perennial. The formats change, technology changes, the screen size changes but storytelling never goes out of vogue.  By next year end the Film Industry will be back with its 10% CAGR. A recent PWC report says the Indian Media & Entertainment Industry will grow to over Rs 4 lakh crore in 2025. One can only hope that this actually happens.