Bollywood’s Lutia is sinking big stars and Ott!
There has been a stir in the Indian film industry since Karonaal. Producer, distributor, cinema owner, everyone is upset. Vijay Kiragandur, a veteran of South and co-founder of HomeBal Films, who gave superhit films like KGF, Kantara and Salar, is now immersed in worry. Vijay says, “This is the most difficult period for the film industry so far.” In this industry of Rs 18,700 crore, the stars of stars and the daily changed plan of OTT platforms have implicated filmmakers in the vortex of risk.
The fees of the stars broke the waist
The cost of making the film and the fees of the stars have decided to pauper the producers. After Kovid, when OTT platforms started paying a hefty amount for digital rights of films, the first and biggest stars raised the occasion. They brought their fees to the sky. South’s superstar Allu Arjun charged a fee of Rs 300 crore for Pushpa 2: The Rule, while the entire film was made for 450 crores. That is, his fees alone were two-thirds of the cost of the film. Tamil cinema superstar Vijay is also not behind, his fees are above 250 crores.
In Bollywood, stars like Shah Rukh, Salman and Aamir work on profit-sharing models. That is, if the film is a hit, then the profit in the profits and if there was a flop, the producers alone suffered losses. This trend is less in South, due to which the manufacturer has to take more risk. Shubu Yarldda, who made films like Bahubali, says, “Not only the fees of the stars, the entire production cost has become uncontrollable. Now we have to pay more attention to the story and script.” He believes that now the audience does not go to the stars, but to theaters for a good story. Kantara and Hanu-Man are a living proof of this. Hanu-Man was made in just 40 crores but it earned more than 300 crores at the box office.
During Kovid, when the cinemas were shut down, Netflix, Amazon Prime and Disney+ Hotstar came as the messiah for manufacturers. He gave such a hefty amount for the digital rights of films, which the producers did not even think in their dreams. But the result of this glowing was that the stars doubled their fees. Now that many big films are eating at the box office, OTT platforms have stitched their purse. Many films are not selling and the producers are sitting disappointed. For those who are purchasing OTT, they are now giving less money.
Cinema halls
Silence in theaters
In 2024, the crowd of spectators in theaters has decreased. The 2024 report of FICCI-E says that the Indian film industry has a business of Rs 18,700 crore, which includes Theatrical, Digital, Satellite and Cinema Advertisements. But the growing popularity of OTT and the changing choice of the audience has put heavy pressure on theaters.
Talking about the year 2025, till now only seven films have been super hit. Housefull 5, Chhava, Red 2, Stars Zameen Par (Hindi), Sankranti Vastunam (Telugu), Thudaram and L2: Empuran (Malayalam) but big South films such as game changer and thong life collapsed at the box office. The game changer was Ram Charan and it was famous director S.K. Shankar had made, yet it could not attract the audience. The news also came to light that the box office collection of this film is being exaggerated, so that the star stardom will remain.
Today’s audience is going to watch movies in the name of the story more than the brightness of the stars. Aamir Khan’s star is an example on the ground. Made in a budget of 90 crores, this film grossed more than 160 crores. Aamir did not take his fees as a producer and also held digital and satellite rights. It is reported that there is an offer of 120 crores for digital rights, but Aamir is thinking of bringing a pay-per-view model on YouTube. If this model goes, then it will not be less than any hunter for OTT.
Saiyaara Poster
The film industry will come out of the old pattern
Now the time has come that the film industry came out of the old pattern. Many manufacturers are now saying that the fees of the stars are not completely fixed, a little share is fixed and the rest is received according to the profit. This will not put a full burden on the producer and everyone will be responsible.
On the other hand, the Karnataka government has proposed to fix the ticket price of Rs 200 (including tax). This will give relief to the general viewer, but the theater owners like PVR-Inox may suffer losses.
Looking at all these things, it seems that the industry now needs to think together. Star, director, producer will have to come together and make such a model in which not only earning, but also the risk should be distributed. Good story, right budget and connection to audience can now save films. Because if there is power in the film, then people definitely come to see it.
Sayer is a great example of this. New Starcast, no big name but the story is so strong that people themselves are going to the cinema. This film of Akshay Vidwani (YRF) earned 100 crores in four days. And with this, Ahaan Pandey and Anit Padda, who are debuting with this, have become the first new actors to join the 100 crore club. It is clear that now the story is the real hero.