Boxed out: Inside Bollywood’s lost magic
NEW DELHI : Pravin Chalikwar refused to restart his single screen theatre, in Maharashtra’s Parbani district, between different lockdowns—in 2020 and 2021. Theatrical releases of films were rare and he decided to wait. His theatre, called Priti Cinema, reopened to the public only in early 2022.
However, things didn’t move like they did before the pandemic. Hindi-language films disappointed. Star vehicles like Bachchhan Paandey, Heropanti 2, Samrat Prithviraj, Laal Singh Chaddha and Vikram Vedha tumbled one after the other at the box office.
On the other hand, Chalikwar’s expenses mounted. Earlier this year, he decided to shut the theatre for good. “We haven’t seen anything other than Pathaan work in months.
Films are either not releasing consistently or are failing to draw any viewers," Chalikwar said. His travail reflects the struggle of many other smaller cinemas, primarily those dependent on Bollywood or Hindi language cinema. Unlike multiplexes, which can showcase multilingual content and lure up-market audiences on premium rates, the smaller theatres are symptomatic of a broader battle the Hindi film industry is bracing up to—Bollywood simply isn’t growing consistently.
There are many reasons why. An under-screened theatrical market has increasingly alienated the common man, thanks to overpriced tickets and food and beverage (F&B) offerings; there is a famine when it comes to organized capital; some stars charge exorbitant fees, leaving other stakeholders with a smaller pie; negligible government support, despite the much-recognized soft power of cinema, makes survival even more difficult. Numbers gleaned from trade experts and reports underline the inconsistent growth of the industry and the impact of the pandemic.
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