Mumbai – 2025
Once considered the crown jewel of India’s entertainment economy, the multiplex experience is now facing itsgreatest existential test yet. With the rise of affordable, hyper-local, and global OTT content streaming into homes 24/7, multiplex chains likePVR INOX,Cinepolis, andMiraj Cinemasare being forced to confront a hard truth:the audience that once lined up for every Friday release now prefers comfort, control—and a pause button.
From shrinking footfall to changing viewer behavior, the OTT boom has shifted the landscape of film consumption in India. The big question looms:Can multiplex chains adapt, innovate, and survive—or will they slowly fade into nostalgia?
The OTT Disruption: By the Numbers
According to a FICCI-EY 2025 report:
- India now has over 600 million OTT users, with the highest growth coming from Tier-2 and Tier-3 cities
- The average Indian household subscribes to at least 2.3 streaming platforms
- 68% of urban youth now watch new movie releases on OTT if released within 60 days of theatrical debut
With pricing wars making streaming more accessible than ever, multiplex tickets—especially in metros—are now seen as premium luxuries, not weekly habits.
How Multiplex Chains Are Responding
Facing declining ticket sales and empty midweek screens, multiplex operators are rethinking everything—from popcorn to projection.
1. Diversified Content Programming
Chains are beginning toscreen regional films, OTT-originated hits, anime festivals, and even esports tournaments, attempting to widen their appeal beyond Bollywood blockbusters.
2. Luxe + Value Models
New concepts likePVR Maison(ultra-luxury viewing) andINOX Value Tuesdays(discount shows) aim tosegment the audience—offering either indulgence or affordability.
3. Eventizing the Experience
Multiplexes are embracingevent cinema: red-carpet premieres, influencer-hosted shows, filmmaker Q&As, and live concert broadcasts—selling the outing, not just the movie.
4. Subscription & Loyalty Ecosystems
Annual passes, family bundles, and digital-first loyalty apps are being deployed tomimic OTT’s retention strategies—rewarding habit, not one-off visits.
Challenges Still Looming
- Content Window Shrinkage: With major producers pushing for 4–6 week OTT windows, multiplexes are losing exclusivity
- Tier-2 Audience Shift: The real decline in footfall is coming from smaller cities, where OTT is both cheaper and more language-inclusive
- Cost of Innovation: Maintaining cutting-edge auditoriums and dining upgrades is expensive, especially without guaranteed occupancy
Can They Coexist?
Many analysts argue that the future isn’t a war—it’s coexistence.
“Multiplexes won’t die. They’ll become premium spaces—like live theatre or fine dining,”says media consultant Vibha Ghosh.
“OTT is where the habit lives. Cinemas will survive where the magic still matters.”
Indeed, large-scale spectacles likeKalki 2898 AD,Pathaan, orRRRstill draw massive crowds. But the days of multiplexes beingdefault destinationsare likely over.
Final Word
The multiplex isn’t extinct—it’s evolving.
And in this age of personal screens and curated playlists, its survival will depend not on scale, but onexperience, emotion, and exclusivity.
Because when everything is on demand, what the big screen must sell is not just the film—but the feeling of leaving home to remember why we love cinema in the first place.
