Indian cinema relies heavily on the two-act structure. The moments leading up to the intermission are crafted as a high-octane cliffhanger, ensuring audiences remain hooked for the second half.
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The revenue landscape has seen a dramatic shift. Theatrical earnings, which accounted for a much smaller share during the pandemic, surged to over of a film's total revenue in 2024, highlighting the renewed power of the big screen. This marks a significant recalibration: during the pandemic, OTT and satellite rights contributed over 50% of revenue, but now, OTT platforms have become more cautious, and the satellite TV market has cooled. However, for major franchises, non-theatrical deals can be massive, as seen with Dhurandhar 2 , which locked in a colossal ₹245 crore from digital, satellite, and music rights alone. However, for major franchises, non-theatrical deals can be
Specialized companies are now focusing on creating high-quality, authentic memorabilia, such as replicas of props from movies, which are highly prized by collectors [2].
