Impact Of Over The Top (OTT) On Cinema Theater

Abstract

Indian cinema is one of the most entertainment sources in India. People from childhood to old age inspired and motivated with the contents and character of Indian cinema. Most people consider them as role model and get influenced with their ideas and thought. In brief it can be observed that the character, role and story of the movies, Play, serial impacts each and every one in some or the other way. In this contemporary age, the advancement of Indian cinema can be seen in the form of OTT platform i.e, Over the Top. There is a huge difference between the Primitive and modern method of entertainment. Young generation are more inclined towards Modern method of entertainment by subscribing into Netflix, Amazon Prime, Zee5, Hot star Voot etc. Each entertainment branch has their own significance, advantages and disadvantages. In this paper researcher object is to trace the difference among the primitive and modern method of entertainment and its impact on Cinema Theater. The aim of this study is to learn how digital streaming platforms are affecting Indian Cinema theaters, and how young people use these new digital platforms to access video content. This research analyses the viewing habits of young people through digital platforms and cinema theaters for video content. This report also analyses the changing dynamics in the film industry in India.  Reasons behind it are smartphone penetration, cost effectiveness, convenience of service, personal medium and availability of International content. But it is also difficult to achieve certain theater factors such as screen size & sound quality, theatrical experience and ambience in OTT platforms.