Indian Cinema Shifts From OTT Safety Nets Toward Theatrical Risk

For several years, streaming services paid a lot for Indian films because they wanted more subscribers.

This gave producers extra money even before films reached cinemas.

Now streaming companies are being more careful about what they buy and how much they pay.

Because of this, a film’s cinema performance is becoming more important.

A successful theatrical release can help a film attract attention before it reaches streaming.

Indian cinemas earned record box-office revenue in 2025, but fewer people went to the movies.

Ticket prices rose, which helped create the record revenue.

Cinemas are improving seats, sound, screens, and food, but those upgrades cannot replace an exciting film.

Producers and cinemas may need to cooperate more closely to bring audiences back.