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Understanding the Shift in Indian Cinema and Live Events

In a rapidly changing world driven by AI and analytics, entrepreneur Nikhil Kamath paused to advocate for what is fundamentally human — the essence of taste, experience, and genuine emotion.

Kamath expressed, on X (formerly Twitter), that he would choose a great local biryani joint over a Michelin-star restaurant almost every time. This sentiment was not merely a casual opinion on food; it served as a metaphor and an introduction to a broader, data-backed stance regarding what genuinely connects with the Indian populace — especially in a media environment increasingly influenced by technology and international patterns.

In partnership with FinFloww, Kamath shared a visually driven research thread titled “How the so-called ‘brainrot’ movies are saving Bollywood.” It commenced with a striking contrast: cinema attendance in India plummeted to 200 million during the pandemic, and even in 2024, it had still not recovered to the 945 million peak of 2018. However, the concert economy in India has been thriving.

Kamath noted that quality is subjective, and wisdom lies in understanding what might succeed. He reiterated his preference for a local biryani over a high-end restaurant. Additionally, he suggested that creating something in the realm of live events might be a contrarian opportunity worth pursuing.

So, what’s driving this change? According to Kamath’s findings, people are increasingly drawn towards experiences and participatory activities rather than passive consumption. A simple theatre outing is no longer adequate unless it provides something visceral, engaging, or emotionally fulfilling.

What Captivates the Audience?

What captures the hearts (and wallets) of moviegoers? It’s not the sleek, internationally-inspired dramas but the masala films that unapologetically feature dance, drama, and familiar themes. The top-grossing Hindi films of the year, such as Stree 2, Bhool Bhulaiyaa 3, and Munjya, are middle-budget projects that embrace emotion and uniqueness. Kamath highlighted that eight out of the ten highest-grossing films of 2024 were rooted in that “unapologetic masala,” suggesting Indian viewers still seek the “paisa vasool” experience, merging escapism with cultural resonance.

Global Influence and Bollywood’s Identity Crisis

In an unexpected turn, Kamath’s thread drew parallels between the paths of Indian cinema and Japanese anime. He remarked that two decades ago, many outside Japan deemed anime juvenile. Today, its distinctive storytelling and heightened emotion have achieved global acclaim, influencing Western hits like Stranger Things significantly.

His perspective suggests that Bollywood lost its essence while trying to imitate Western minimalism, neglecting its innate strengths in exaggeration and melodrama. Kamath proposed that instead of toning down, it is essential to amplify these aspects — not only for filmmakers but also for entrepreneurs in the live entertainment and media sectors. He urged a focus on marketing Bollywood’s masala, melodrama, and eccentricity as valuable products in the global market.

The Role of Live Events in a Changing Landscape

For Kamath, the entertainment industry, particularly live events, represents a crucial counterbalance to the anonymising trends ushered in by AI. He conveyed that establishing something in the live event space may be a wise contrarian decision in a world increasingly dominated by algorithms. Where screens seem to rule and attention spans wane, the shared experiences of collective emotions, laughter, and dramatic storytelling could serve as the most human — and lucrative — countermeasure.

His critique extends beyond cinema; it reflects a broader understanding of consumption in India: quality is not solely about refinement. A hearty biryani can overshadow imported truffle oil if it connects on a deeper level. Similarly, a vibrant, chaotic masala film may resonate more with an Indian family than a subtle European art-house piece.

Kamath’s insights prompted considerable agreement online. One user remarked that audiences are not rejecting cinema but mediocre filmmaking instead. Another added that live events offer experiences that screens cannot replicate — raw, collective energy. Many individuals echoed Kamath’s longing for immersive, community-oriented, and unapologetically local experiences.

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