Digital Vs. Cinematic: The Duel For Viewer Attention In India

Gautam Dutta Mar 01, 2024

In a culture-rich society, entertainment serves as a mirror reflecting cultural values and societal norms. Over the years, movies have emerged as the most beloved and cherished form of entertainment, thanks to the vibrant, intense and dramatic depiction of our country’s socio-cultural landscape. The sheer volume of films produced, the multitude of languages spoken, and the staggering number of tickets sold highlight the massive appetite for cinematic experiences in the country. It is against this backdrop that a fascinating duel for viewer attention is unfolding between traditional cinema and the emerging world of over-the-top platforms.

Cinema, with its grandeur and shared communal experience, has long been the cornerstone of Indian entertainment. The experience of watching a film in a darkened theatre, surrounded by movie buffs, on a massive screen, is unparalleled. It is an appointment viewing that transcends the boundaries of age, language, and culture. The magic of cinema lies not just in the storytelling but also in the collective and shared emotions it evokes within a confined space.

A recently conducted survey christened the ‘The CineFiles’ has revealed that 98 per cent of Indian audiences enjoy watching movies on the big screen and are adept at planning their theatre visits. Moreover, 74 per cent of the audience keep a close watch on the new releases on the horizon at least three days in advance.

The Great Transition

The evolution of cinema has been a remarkable journey, transitioning from black and white screens to the creation of a wholesome and immersive experience in modern theatres. Over the years, advancements in technology have played a pivotal role in enhancing the cinematic journey. From the introduction of colour to the implementation of cutting-edge visual effects, cinema has constantly pushed the boundaries of what is possible on the big screen. Beyond visuals, the movie-going experience has evolved into a holistic venture, offering state-of-the-art sound systems, comfortable seating, the latest in auditorium technology and now providing a subscription system also to movie lovers. The integration of food and beverage (F&B) services has elevated the overall cinematic experience, transforming theatres into entertainment destinations.

On the other hand, OTT platforms have added to the ‘supply’ of entertainment by offering long-form content accessible on smaller screens. These platforms provide the convenience of watching content anytime, anywhere, catering to the evolving preferences of a digitally connected audience. The rise of OTT has democratised content consumption, allowing users to curate their viewing experiences without the constraints of time and place. Their growing popularity has led to an extreme duel. A duel between two distinct consumption patterns, a duel between two kinds of consumer needs, a duel between two content arrangements, and largely, a duel between two different propositions.

The duel for viewer attention is undeniably interestingly intense, but rather than being a threat, it serves as a catalyst for innovation on both fronts. Traditional cinema is compelled to enhance the cinematic experience, experimenting with technology, storytelling, and immersive formats to retain its audience. Simultaneously, OTT platforms are constantly evolving their content strategy, investing in original productions, and leveraging data analytics to understand and cater to viewer preferences.

Striking Similarities

While the differences between cinema and OTT platforms are evident in their consumption patterns, purchase processes, product life cycles, and the needs they fulfil, it's intriguing to observe the emerging similarities between the two. One notable convergence is the introduction of the subscription model. Previously, OTT platforms were the pioneers in offering subscription-based services, allowing users to access a vast library of content for a fixed monthly fee. Now, even cinema chains are adapting to this model, recognising the changing dynamics of audience behaviour, their appetite, their willingness to explore more and their desire to have a smooth, unhindered and frictionless experience in whatever they do. This shift signifies a willingness to explore new revenue streams and adapt to the evolving expectations of the audience.

The subscription model in cinema is not merely a business strategy; it is a response to the changing patterns of viewer engagement. With the advent of multiplexes and premium cinema experiences, audiences are increasingly seeking value beyond a one-time ticket purchase. A subscription at a cinema offers perks such as discounted tickets and a certain freedom to explore and enjoy what you want to, leaving the pricing concern behind.

In conclusion, the allure of the silver screen, with its grandeur, communal experience, and larger-than-life visuals, remains unmatched. Movie theatres offer a unique atmosphere that engages multiple senses simultaneously, creating an immersive experience for the audience. Meanwhile, OTT platforms cater to evolving viewer preferences, offering accessibility and flexibility in content consumption, resonating with the digitally connected audience.

The digital versus cinematic duel for viewer attention in India is a testament to the vibrant and evolving nature of entertainment in the country. As technology continues to shape the way we consume content, the challenge for both traditional cinema and OTT platforms is to strike a balance between innovation and tradition. The hunger for entertainment in India ensures that this duel will persist, with audiences being the ultimate beneficiaries of a diverse and thriving entertainment ecosystem.