In a recent press conference at Cine Talkies, renowned producer Vipul Amrutlal Shah spoke candidly about the evolving landscape of Indian cinema, focusing on the increasing importance of content-driven films and the ongoing shift in the industry.
Shah noted that the current environment is one of constant change, driven by the demands and dynamics of various stakeholders, including distributors, exhibitors, and corporate houses. He put it this way: “This is an ongoing battle…distributors, exhibitors—they are not artists. For them, numbers and salaries matter. The same is true for corporate houses; for them, it’s all about the balance sheet.” His statement highlights how, in this business, the emphasis on profitability often overshadows the creative aspects of filmmaking. Yet, despite these realities, Shah observed that the growing success of content-based films is starting to shift the focus back to storytelling.
Over the last few years, content-driven films—often created with modest budgets and without big-name stars—have performed better than many expected. Shah pointed out, “In the past 3-4 years, we’ve seen content-based films—films where big names were absent—achieve unexpected success. This success has opened eyes and doors.” He cited examples such as Munjya, a film that managed to make a significant impact at the box office despite not having a star-studded cast. This, he said, was a major turning point for the industry: “This is a huge sign. People are starting to realize that content has no alternative.”
He emphasized how the success of such films has led to a shift in the mindset of exhibitors and distributors. “Exhibitors now see that content-driven films are making unexpected business, and slowly, they are beginning to embrace this new wave,” Shah said, acknowledging that the transition might be difficult, but the industry is moving in the right direction.
“The new system may face some challenges, and we are all going through that phase right now. Everyone—filmmakers, producers, and exhibitors—are all in this struggle,” he continued. Despite these struggles, Shah remains optimistic about the future. “We are in a very good place, and if another 10-20 content-based films do well, we will see a complete change in the industry,” he said.