A song and dance scene from a Bollywood movie
Of the 26 Bollywood releases this year, 20 – or 77% – have been flops, defined as losing half or more of their investment, according to the Koimoi website, which tracks industry data. They’re not alone in converting to international streaming services, which came to India relatively late – Netflix and Amazon Prime launched in 2016 – offering varied content made in America and Europe as well as India and elsewhere in Asia, from Parasite and Avengers to Squid Game and Game of Thrones.
Four of the executives painted a picture of confusion and worry in the industry as studios release films that were supposed to hit the market before the pandemic struck and consumer taste evolved with the rise of streamers, known in India as OTT or over-the-top services. The writing was on the wall last month when a pair of big-budget movies bombed despite starring two of Bollywood’s box-office darlings, Kumar and Aamir Khan.
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