In an era where streaming headlines dominate entertainment discussions, I find myself increasingly convinced of a simple truth: The theatrical experience isn’t going anywhere. As someone who has witnessed multiple “existential threats” to the four walls of the cinema over decades, what we are seeing today is at best another chapter in the exhibition industry’s resilient history.
When VHS brought films into living rooms, when satellite television expanded entertainment options and even when Amitabh Bachchan’s Kaun Banega Crorepati debuted, talk of the end of the big screen rang loud. But the industry met each such pronouncement with adaptation, not a sense of defeat. And here we are in 2025, with multiplexes still being built across markets and cinephiles still lining up for premiere nights.
Throughout, one metric has remained definitive: The theatrical run. Box office performances provide unmatched visibility and transparency in measuring a film’s cultural impact and commercial viability. This isn’t merely tradition; it’s a reflection of cinema halls’ continued centrality in the entertainment structure. Stars also gain validation of their potential and audience appeal exclusively through theatrical releases, with opening day and lifetime box-office collections serving as vital barometers of their drawing power and commercial performance.
Proving detractors wrong, 2025 began with strong box-office momentum across languages and genres. From mass entertainers drawing record crowds to thoughtful indie productions finding niche audiences, movies on the big screen are showing remarkable vitality if the first quarter of this year is anything to go by.
The establishment of an eight-week theatrical window before a film’s release on a streaming platform has also created a balanced ecosystem where each platform can maximise its unique strengths and audience engagement. The recent announcement that Aamir Khan’s next project is set to be an exclusively theatrical release without any pre-arranged OTT deal signals a strong vote of confidence in the enduring appeal of cinema halls and the film industry’s reliance on the theatrical experience for business reasons as well. Such moves by leading industry figures underscore the irreplaceable value of the theatrical experience.
What’s particularly encouraging is how the relationship between OTT platforms and the exhibition landscape has matured, moving from competing platforms to complementary coexistence. In fact, cross-pollination has expanded audience tastes in unprecedented ways. Viewers exposed to international content and experimental storytelling on streaming services are now seeking similar experiences in theatres. This symbiotic relationship has led to theatres embracing a wider variety of films than was considered commercially viable even a decade ago. This means more filmmakers are willing to take more risks with different types of storylines that make the cut for the big screen on the back of an informed, evolved audience thanks to streaming platforms’ democratisation of content titles. The notion that theatrical success requires big-scale spectacle has been consistently challenged by films that have succeeded through narrative excellence rather than production scale. Films like 12th Fail and Kesari 2 found substantial theatrical success by connecting with audiences through compelling storytelling. When quality content meets discerning audiences, the theatrical setting continues to be the preferred medium for experiencing these stories.
The economics remain unaffected, too. With approximately 60-65 per cent of a film’s lifetime revenue typically derived from the big screen business, the financial importance of cinema exhibition is undeniable. For producers optimising returns on investment, the theatrical window isn’t optional — it’s essential. This economic foundation is simply too substantial to bypass, especially for premium productions with significant capital at stake. The advancement in visual storytelling across budget levels has also made the big screen more critical than ever. The theatrical experience today delivers technological and production immersion unimaginable a decade ago; even IMAX’s expansion into local content markets demonstrates its confidence in cinema’s future. Beyond IMAX, innovations like 4DX immersive theatres, advanced sound systems and premium seating have transformed cinema-going into a multisensory experience, distinct from home-viewing.
Perhaps most exciting is the expansion of cinema halls beyond metropolitan centres. Films like Pushpa 2: The Rule, Gadar 2, Baahubali 2: The Conclusion, Jawan and Animal have demonstrated the enormous potential of tier 2 and tier 3 markets. We have seen smaller cities like Coimbatore surpass metros like Kolkata and Ahmedabad in growth numbers in 2024, indicating big screen adoption for films that performed well. In these emerging markets, cinema represents an accessible luxury, providing world-class entertainment in comfortable environments at relatively affordable price points. The accelerated rate of expansion of screen infrastructure in these regions also reflects sustained demand rather than speculative optimism.
Cinema offers a collective emotional journey. This communal dimension isn’t just sentimental. The experience of sharing laughter, tension, surprise and emotion with fellow viewers creates a unique form of connection that enhances the viewing experience in ways that individual consumption simply cannot replicate. As we navigate 2025, I remain data-driven yet unequivocally optimistic about the big screen’s trajectory. Audience behaviour reaffirms that the theatrical movie-watching phenomenon is an irreplaceable community experience in an increasingly digital world.
In cinema, we don’t just share stories; we share moments. It’s in these shared moments that movies transform into experiences that remain with us long after the credits roll.
The writer is COO, Cinemas, BookMyShow
