Despite challenges like piracy and pandemic-induced disruptions, India’s audience appetite for theatrical and premium content remains strong, panelists at the FICCI FRAMES session “Revenue Rush, Audience Loyalty: Contending with the Rise of Multi-Platform Entertainment” observed.

Kamal Gianchandani, CEO of PVR INOX Pictures and President of the Multiplex Association of India, said the theatrical experience remains unmatched. “It’s the same screen, it’s the same video, but the context matters. Just being in a dark room with a communal setting, enjoying a film where you can’t multitask, people enjoy that experience,” he noted. Post-COVID, audiences have become more selective and willing to pay for premium experiences. “Mid-level films have suffered, but big-ticket films have gone through th

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