As Bollywood winds down, micro dramas and games light up Diwali

Copyright © HT Digital Streams Limited All rights reserved. Diwali continues to be a big holiday weekend for filmmakers, film studios and exhibitors. But audiences seemed disinterested in going to a theater to watch movies with other entertainment alternatives gaining popularity. (Sikander Singh/Hindustan Times) Summary With Hindi films struggling at the box office, audiences are turning to streaming, micro-dramas and gaming channels for Diwali entertainment this year. Mumbai: On Diwali in 2007, Shahrukh Khan’s Om Shanti Om and Saawariya, starring debutantes Ranbir Kapoor and Sonam Kapoor, vied for millions of Indians to watch their movie in cinema halls. While Saawariya failed to attract the audience, cinema halls were packed with people who could not get enough of Om Shanti Om. The Farah Khan directorial was a blockbuster that earned ₹149.87 crore worldwide according to Box Office India, and launched newcomer Deepika Padukone into Bollywood stardom. Diwali continues to be a big holiday weekend for filmmakers, film studios and exhibitors in India’s Hindi-speaking areas. But audiences didn’t seem interested in going to a theater to watch a Hindi movie this festive period. This is partly due to the option to watch movies later on streaming platforms and partly because movies don’t look interesting enough, according to half a dozen people Mint spoke to. “If a film is recommended by someone, I might go to the theatre. Otherwise, there are friends with whom I would like to spend time,” says 26-year-old Christina Rajesh, who is otherwise a Bollywood fan. Maddock Films’ Thamma, starring Rashmika Mandanna and Ayushmann Khurrana, are the only major Hindi film exhibitors hoping to attract audiences this Diwali. “If the film generates good word of mouth, we can expect good footfall,” said Ashish Pandey, head, content programming and strategic initiatives, Cineline India Ltd, which runs multiplex chain Moviemax. Alternatives emerge As Bollywood loses its luster with fewer blockbusters and a shrinking content pipeline, micro-drama platforms are hoping to capitalize on this festive season’s demand for entertainment. Kuku FM and Pocket FM launch Diwali specials including mythological dramas based on the Ramayana. EloElo, which owns and operates a micro-drama app called Story TV, expects to attract viewers with Diwali-themed shows and a content pipeline across thriller, family and other genres. “Diwali is a big season for the media and entertainment industry, so we are gearing up to launch a whole series of micro-dramas,” said Saurabh Pandey, founder and CEO of Story TV. “We want to enable fresh new shows and content for users to watch this holiday season.” Larger video streaming platforms are trying new forms of storytelling focused on festivals and faith. JioHotstar is streaming Mahabharat: Ek Dharmayudh, a premium web series powered by artificial intelligence and produced by JioStar and entertainment services firm Collective Artists’ Network. Netflix has released Greater Kalesh, a comedy-drama set in the backdrop of Diwali. “Audiences usually turn inward for festive entertainment,” Ayushi Garg, principal, Three One Four Capital, a Bengaluru-based venture capital firm, told Mint on a call. “During the festive season, especially Diwali, families spend more time at home. Mobile usage ends up peaking, which naturally drives up digital consumption.” Gaming channels on YouTube are also trying to garner attention on a Diwali plank, streaming ‘Diwali special’ contests like Battlegrounds Mobile India (BGMI) and Free Fire Max live. YouTube channel Desi Army, which has over 4.6 million subscribers, hosted a nearly 3-hour Diwali special live stream last week with Free Fire Max; the stream has cumulatively had more than 119,000 views. GSG Esports, which has around 123,000 subscribers, runs a ‘Diwali Mania’ BGMI tournament with daily live streams that get 330,000–370,000 views each. Get all the Business News, Market News, Breaking News Events and Latest News Updates on Live Mint. Download the Mint News app to get daily market updates. more topics #Bollywood films #Entertainment Read next story