Boxed out: Inside Bollywood’s lost magic

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Unlike multiplexes, which can showcase multilingual content and lure up-market audiences on premium rates, the smaller theatres are symptomatic of a broader battle the Hindi film industry is bracing up toBollywood simply isnt growing consistently..

An under-screened theatrical market has increasingly alienated the common man, thanks to overpriced tickets and food and beverage (F&B) offerings; there is a famine when it comes to organized capital; some stars charge exorbitant fees, leaving other stakeholders with a smaller pie; negligible government support, despite the much-recognized soft power of cinema, makes survival even more difficult..

Even within the country, non-Hindi, regional language cinema is increasingly nudging Bollywood out of its coveted space in mainstream discourse: compared to 2019, Hindi cinema lost 11% in share of overall box office in 2022, while Telugu cinema has been the biggest gainer, growing its share from 13% to 20%, according to a report by media consulting firm Ormax..

Siddharth Anand Kumar, senior vice president of films and events at Saregama India, which owns the boutique studio, Yoodlee Films, pointed out that while filmmakers get a share of ticket revenue, everything made from concessions goes to the cinema..

While Yash Raj Films declined to comment on Mints queries for this story, CEO Akshaye Widhani, in an earlier interview, said that going ahead, the spy universe (interconnected films whose plots will cross over, like that of Pathaan, Tiger franchisee and War) is going to be a big focus area for the company, and franchise films will take up a major portion of its theatrical slate..

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