Editorial: Curtain call for blockbuster era?

The move to simultaneously release the film in theatres on Christmas Day, and opening it up for viewers on a streaming platform, is being viewed by observers as a game-changer in the film industry that has been levelled by the pandemic. In India, multiplexes were shut for over seven months since March, and the recent reopening with 50 per cent occupancy is helping the sector limp back to normalcy. But only just. Outside Tamil Nadu, there are no major Bollywood releases scheduled for the near future. In TN, the only upcoming big-budget release is Vijay’s Master. It was just last week that the makers of the film dispelled rumours that the film might be set for an OTT release. The creators believe the film will be crucial for the revival of Kollywood, which suffered an unprecedented loss due to the coronavirus crisis. Interestingly, Suriya’s Soorarai Pottru was released on OTT a few weeks ago.

The pandemic has called into question the notion of Superstar-driven openings that had been the mainstay of Indian cinema for five decades. But this business model has been turned on its head since COVID-19. Last week, film theatres across India had struck a deal with their landlords – real estate developers of big-ticket malls, for a revenue-sharing arrangement until March next year. On one side, the revenues generated by theatres right now are 15 per cent of pre-COVID levels. On the other hand, there is barely any new content that has made it to the theatres post reopening. The only multiplexes that survived the pandemic were ones where landlords waived off rentals during the entire lockdown period.

The link between the multiplex and mall business is deep-rooted. Cinemas occupy 30 pc of mall spaces and they to bring in 30-40 pc of the footfall, which gets supplemented by shopping and dining. And a big-star blockbuster adds another 20-25 pc more footfalls. This is the business that has been eroded by the pandemic, which mall developers are hoping to regain, once the vaccine hits Indian shores. But that might take a while.

Now that the cinemas are open, multiplex operators are banking on alternative revenue streams to drive business until things get better. Many multiplexes and even single-screen theatres are offering private screenings for friends and family members, with packages starting from Rs 2,000 to Rs 5,000. The attendance can be from two people to the prescribed 50 per cent of hall capacity. The movies screened include classics and new blockbusters that can be selected via a catalogue. The idea seems to be to get people back into theatres, and maybe the presence of only someone known to the individual helps lower the paranoia of infection, experts have said.

In TN, exhibitors have sought a reduction in minimum electricity charges, which could cost them as much as Rs 20 lakh per month. A waiver on state GST on ticket prices, subsidies on land and government schemes to protect heritage theatres are also on the wish list. Exhibitors have also proposed removing the ceiling or cap on ticket prices which are limited to Rs 150-160, as per government norms. Stakeholders in the sector believe it makes no sense to price tickets the same, whether it’s the weekday or the weekend.

Mani Ratnam’s upcoming big-budget film Ponniyin Selvan, which the producers insist is a theatrical spectacle, could shine a beacon of hope. And for good reason as theatrical ticket sales usually make up 60 per cent of any film’s earnings. As far as India is concerned, theatres are an intrinsic part of the cinematic experience. But in a milieu where health concerns reign supreme, and streaming platforms are growing stronger by the day, enlisting major stars to showcase cutting edge content, theatres might have an uphill task shouldering the burden of big-budget blockbusters.