Key Metrics (2025):
• Indian box office gross (2024): ₹12,226 crore, up 14% YoY (Source: FICCI-EY 2024 M&E Report)
• No. of films released theatrically in India (2024): Over 1,700 across languages (Source: Ormax Media)
• Top grossing films:Jawan(₹640 crore),Salaar(₹596 crore),Pathaan(₹543 crore)
• Decline in direct-to-OTT releases: Down 22% compared to 2021 peak (Source: RedSeer Analysis)
• PVR-INOX footfall 2024: Over 150 million viewers (Source: Company Report)
The Cinema Comeback in the World’s Most Film-Hungry Market
After a pandemic-induced OTT boom between 2020–2022, India’s theatrical exhibition industry is experiencing a powerful revival. As per the FICCI-EY 2024 report, the Indian box office recorded a 14% increase in annual revenue over the previous year—driven by high-profile Hindi, Tamil, Telugu, and Kannada releases that drew audiences back into multiplexes and single-screen theatres alike.
Major players like PVR-INOX reported over 150 million footfalls in 2024, regaining ground lost during the lockdown years. What’s even more remarkable is the resurgence of small and medium-budget films performing well alongside blockbusters, thanks to strategic release windows and regional audience loyalty.
Blockbusters Fueling the Box Office Engine
Theatrical giants likeJawan,Salaar, andPathaanled the charge with nationwide anticipation and packed shows. These films combined star power with traditional release strategies—event premieres, marketing tours, and festive releases—that created a cultural moment beyond mere viewing.
Importantly, the dominance wasn’t limited to Hindi cinema. Regional films likeSapta Sagaradaache Ello(Kannada),Leo(Tamil), andHi Nanna(Telugu) raked in multi-crore earnings and saw wide releases across the country. The pan-India model—once seen as a southern cinema specialty—has become the norm.
Audience Habits: From Home Screens to Theatres Again
While OTT platforms expanded storytelling horizons, many viewers now perceive digital consumption as “casual” and theatres as immersive experiences worth stepping out for. Industry insights from Ormax show that while digital continues to grow, the novelty of new films often wears off quickly on streaming platforms without the communal energy of theatres.
Hybrid viewers—those who consume both OTT and theatrical content—are becoming the new norm. Surveys conducted by media advisory firms suggest that over 62% of urban Indian viewers still prefer watching big-ticket releases in cinemas if given a choice.
OTT’s Role Recalibrated, Not Reduced
This resurgence doesn’t spell doom for OTT platforms. Instead, platforms are redefining their focus—shifting from direct-to-digital movies to episodic series and post-theatrical streaming. Deals now prioritize satellite and streaming rightsaftera film’s theatre run, restoring the traditional distribution cycle.
Netflix, Prime Video, and JioCinema have all acquired recent blockbusters within 6–8 weeks post-theatrical release, tapping into the extended viewing window while giving theatres breathing room.
Conclusion: India’s Dual-Screen Future
Theatres in India are not dying—they are transforming. As 2025 continues, theatrical releases are proving they still carry unmatched cultural weight, especially for high-emotion, high-scale cinema. The OTT wave may have shifted viewer habits temporarily, but the allure of the big screen remains intact.
With both formats co-existing, India is crafting a dual-screen entertainment model where theatrical prestige and digital reach support—rather than cannibalize—each other.
