Analysing india’s cinema culture and developing strategies to boost post-covid attendance

Abstract

This capstone project examines the evolution of India's cinema culture in the wake of the COVID-19 pandemic, particularly the precipitous decline in cinema-going and the wider consequences for the cinema-going experience. Once the focus of cultural narrative and collective participation, cinema in India now has much to contend with, including shifting audience patterns, the rise of algorithmic-driven streaming platforms, declining attention spans, and economic pressures on theatre owners. The study investigates how the transition to digital consumption has transformed cinema from a shared, immersive experience to an individualized and often solitary one. The study draws on psychological, marketing, and finance insights, using surveys across generations, expert interviews, and a review of industry trends and financial data from large cinema chains. It pinpoints major psychological, cultural, and economic factors shaping post-pandemic audience behavior. Beyond diagnosis, the project proposes creative, practical solutions to rejuvenate Indian cinema. These include reimagining the in-theatre experience through discounts loyalty programs, community-driven programming, and strategic partnerships with OTT platforms. By viewing cinema not merely as entertainment but as a cultural and emotional anchor, the project advocates for a hybrid model that leverages both digital and theatrical strengths. Ultimately, the project underscores the importance of preserving cinema as a space of discovery, diversity, and collective experience in the digital age.