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Bollywood, once a symbol of financial prosperity, is now facing a real crisis. Film revenues are rapidly declining, and the usual earning schemes no longer work as they used to. Arjun Kapoor, an actor and heir to a producer dynasty, has openly spoken about the changes that have shaken the industry. Will Bollywood be able to find a way out of the unpredictability trap and regain its status as a hit factory?
Arjun Kapoor reveals the backstage instability and compares cinema to gambling
Arjun Kapoor is not only a well-known actor but also the son of one of the most experienced producers, Boney Kapoor. His words about the backstage of the film industry carry particular weight. He notes that today, film production has become like playing in a casino, where no one can predict the outcome in advance. Even the biggest projects bring losses, and success seems increasingly random.
Why producer guarantees are losing their meaning and no longer offer protection
In the past, producers had a tool called Minimum Guarantee. This concept means the minimum amount that a distributor pays the producer in advance so that the latter can cover filming expenses. Such a scheme helped reduce risks and gave confidence even to newcomers without a star cast. Now, even major studios cannot count on recouping their investments, and guarantees are losing their significance.
Digital platforms are changing the rules and forcing a reassessment of revenue sources
Previously, the main source of income was movie theaters, and after the screening, a film would generate profit through television, the sale of music rights, and advertising. Now the situation has changed:
- Movie theaters no longer guarantee full houses
- Television has given way to online platforms
- Advertising has moved to social networks and YouTube
- Music brings income only through streaming
OTT services such as Netflix and Amazon Prime decide for themselves which films to buy. Producers can no longer know in advance whether they will receive money for digital rights, and this adds uncertainty.
Music and advertising are moving online and depriving cinema of stable income
In past years, the sale of music rights brought producers reliable profits. Companies would buy soundtracks even before the film was released in theaters, which helped cover expenses. Now listeners prefer to stream music or download individual tracks. Composers and producers receive money only for actual plays, not for album sales.
Advertising has also changed its address. Previously, television channels paid for the right to show films, but now advertisers invest in promotion on YouTube and Instagram. This reduces income from television and makes film budgets less predictable.
Many sectors of the entertainment industry are now facing the challenges of moving online—from cultural events to gaming. One of the most vivid examples is casinos: not long ago, land-based casinos were thriving, but they had to face competition from online platforms. Online casinos are popular thanks to the ease of getting started, a variety of bonuses, and exclusive games. A striking example is crash games or plinko, which exist only in digital format and have become hits. Statistics indicate that best plinko casinos attract many times more visitors than land-based establishments.
Competition with online platforms in any field, whether online casinos or cinema, is now practically inevitable. Therefore, Bollywood is searching for its own way to overcome the crisis.
Revenues are becoming unpredictable and increasing risks for all participants
Producers are increasingly facing situations where it is impossible to plan profits in advance. Previously, it was possible to rely on guaranteed payments from television companies and music labels. Now much depends on what digital platforms choose and which films make it into the trends.
The main challenges for the industry include:
- Decrease in stable revenues
- Complete dependence on the algorithms and preferences of online services
- Difficulties for new directors without the support of major studios
Young creators face barriers and seek ways to reach the audience
For young directors and screenwriters, the situation is especially difficult. If a project does not have stars or the support of a well-known studio, the chances of success drop sharply. An example is the story of an independent film that could not get a contract with a major OTT service due to the lack of recognizable faces. Even if the idea is original, without strong marketing support, the film risks going unnoticed.
Some young authors try to break through via festivals or crowdfunding, but this path takes time and does not guarantee success.
Experts argue about the future and compare the development paths of Bollywood and the West
Opinions within the industry are divided. Some believe that Bollywood is repeating Hollywood’s path, where digital platforms have already become the main distribution channel. Others note that in India, there are still many viewers who prefer to watch films in theaters, especially in smaller cities.
Some producers see an opportunity in collaborating with international platforms and adapting content to new formats. However, questions remain: not all films lose revenue, and sometimes unexpected projects become hits on digital services.
The future of Bollywood raises questions and leaves room for hope for change
Will the industry be able to adapt to the new rules? Will there be solutions that help restore stability and breathe new life into film production? The answers are not yet clear, but a tense anticipation of change pervades the entire film industry. Bollywood stands on the threshold of a new era, and only time will tell who will be able to seize the chance for success.
