From silver screen to small screen: The changing landscape of film consumption
- November 24, 2024
- Ultra Team
The real game-changer for the Indian entertainment industry came in the late 2000s with the digital revolution.
By Rajat Agrawal
In the realm of entertainment, the way we watch films has undergone a revolutionary transformation over the years. From the grandeur of cinema halls to the convenience of streaming platforms, the evolution of film watching has shaped not just how we consume movies but also the entire film industry landscape.
Once upon a time, Cinema Halls were the undisputed king of film viewing. People would flock to theatres for the latest releases. The silver screen offered an immersive experience, with large screens, booming sound systems & the communal thrill of watching a story unfold with fellow movie enthusiasts.
The Advent of Home Entertainment
As technology advanced, so did the way we enjoyed movies. In the 1980s & early 1990s, VHS tapes dominated the home entertainment market in India. It was groundbreaking at that time, offering viewers the chance to watch films on their Television sets from the comfort of their own homes. This reflected not only the changing landscape of film consumption but also the evolving tastes, habits & preferences of Indian audiences. During this era, Ultra Media & Entertainment emerged as a key player, distributing & licensing films on VHS, bringing iconic films to households across India. The late 1990s saw the transition from VHS to VCDs (Video Compact Discs) & DVDs (Digital Video Discs), which represented a significant leap in terms of video quality and convenience.
As a young adult, I watched my father & his team at Ultra distribute movies in this completely new format. I would spend hours listening to discussions and gaining an understanding of how this revolution worked. It was instrumental in shaping my passion for the industry and my later role in leading Ultra’s journey into the digital age. Additionally, Home Theatres also became increasingly sophisticated, with surround sound systems & high-definition screens rivalling the cinematic experience. The DVD era, though short-lived, set the stage for the next big leap: the digital revolution.
The Digital Revolution
The real game-changer for the Indian entertainment industry came in the late 2000s with the digital revolution. The rise of broadband internet, coupled with advancements in streaming technologies, paved the way for what we now call OTT (Over-The-Top) platforms. The introduction of platforms like YouTube to the Indian market in 2008 revolutionized the way people consumed content. No longer were audience’s dependent on physical media or scheduled television programming. Instead, they could access content on-demand, anywhere, and at any time. Enter the digital age, where streaming platforms revolutionized film watching once again. Services like Netflix, Amazon Prime Video, and Disney+ offered extensive libraries of movies and TV shows, available at the touch of a button of a viewers’ Smart Phone, Tablet, TV, Laptop, Desktop etc
It offered unparalleled convenience & suddenly, audiences had unprecedented access to a vast array of content across various genres, languages & decades. They could now explore niche genres and international cinema with ease, broadening their cinematic horizons beyond mainstream blockbusters. For the entertainment industry, this shift meant that content was no longer confined to geographical boundaries. A film or a show produced in India can now reach global audiences with the click of a button. Moreover, streaming platforms introduced innovative viewing experiences, such as interactive films and personalized recommendations based on viewing habits.
These platforms didn’t just offer convenience, they reshaped how films were produced and distributed. Original content flourished, with streaming giants investing in blockbuster movies and exclusive series, attracting top talent and challenging traditional studios. Independent filmmakers found new avenues to showcase their work, reaching global audiences without the need for extensive theatrical releases. Studios adapted their strategies, balancing traditional cinema releases with simultaneous digital premieres to cater to diverse viewer preferences.
While the transformation of India’s home entertainment industry continues, one thing is clear: the future is digital, and Ultra is proud to be a part of this incredible journey.
The author is COO Ultra Media & Entertainment. (Views expressed are the author’s own and not necessarily those of financialexpress.com)
