Post COVID, the Indian film industry has been grappling with its fair share of struggles, and one of the biggest losers in this scenario has been the Bollywood distributors. As the industry attempts to bounce back, it is crucial to address the issues plaguing the distribution and exhibition sector, the real game changers in the industry of cinema.
Recent comments by veteran actor Naseeruddin Shah blaming distributors and exhibitors for the industry’s woes have sparked a fiery debate. But let’s delve deeper into the reality faced by distributors and understand why the situation demands a serious revamp.
The Distributors’ Dilemma
In a recent seminar organized by the Film Heritage Foundation, Naseeruddin Shah criticized the Indian film industry for its lackluster performance. While acknowledging the industry’s challenges, he solely placed the blame on distributors and exhibitors, stating that they “ate a lion’s share of the revenues.” This unnuanced accusation did not sit well with the Bollywood distributors, who are already struggling to survive in an industry resistant to change.
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Film exhibitor and trade analyst Akshaye Rathi expressed his anguish over Naseeruddin Shah’s remarks, defending the Bollywood distributors and pointing out the harsh realities they face. The success ratio of films released in cinemas is often subpar, with the majority failing to draw enough audiences to cover operational expenses. The occasional blockbuster may rake in profits, but it hardly compensates for weeks of playing flop or underperforming films.
https://twitter.com/akshayerathi/status/1685324437502210048
Distribution: The Unsung Heroes
Distributors shoulder the financial burden and risk when they acquire Bollywood films for theatrical release. Take, for instance, the movie “Kisi ka Bhai Kisi Ka Jaan,” which incurred a loss of over 30 crores despite being a high-budget production. Producers and star actors may secure themselves through satellite rights and OTT deals, but it’s the distributors who bear the brunt when a film fails to perform at the box office.
Shah’s remarks dismiss the hard work and dedication of distributors and exhibitors, whose efforts ensure that cinemas run smoothly. Cinema managers, projectionists, ushers, canteen staff, housekeeping teams, and distribution agents rely on these films for their livelihoods. Disparaging their contributions as “leech-like” is unfair and only highlights the divide between content creators and the distribution sector.
Also, it isn’t the actors who have to face losses, but the distributors, who have to bear this nonsense. Who can forget the disaster that “Brahmastra” was? That movie was not even worth a week of theatrical run, but distributors were forced to run it in order to satiate the ego of people like Karan Johar. It was another matter that the domestic collections were still not enough to make up for the colossal disaster that this movie was!
The Changing Tides
COVID has significantly impacted theater revenue, and in the first six months of the year, the Hindi film industry’s cumulative box office collection stood at a meager $0.21 billion. In contrast, the cumulative box office collection for Indian cinema, including regional films, was $0.59 billion, showing a 15% decline from the previous year. It is crucial to acknowledge the growing potential of regional films in the PAN INDIA segment and involve distributors in the decision-making process.
The Need for an Industry Revamp: The industry must confront the bitter truth that Hindi filmmakers have failed to evolve with the times. Audiences are turning to South Indian films, which are increasingly delivering successful stories and innovative concepts. Bollywood must adapt and embrace change, and this can only happen if distributors, who have a better understanding of ground realities, are actively involved in shaping the industry’s future.
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Blaming distributors and exhibitors for struggles of Bollywood is a gross oversimplification of a complex issue. The distribution sector faces immense challenges and financial risks in an industry that demands innovation and adaptability. The recent comments by Naseeruddin Shah have shed light on the urgent need for a revamp within Bollywood. It is time for filmmakers, producers, and all stakeholders to come together and create a sustainable and vibrant film industry. Otherwise, the brewing sentiment of #BoycottBollywood may turn into a harsh reality, forcing arrogant filmmakers to confront their disenchanted audience and the aggrieved distributors head-on.
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