Key facts
- Gen Z consumers are a growing and important audience for India's multiplex industry.
- Younger moviegoers are returning to cinemas due to digital fatigue and a desire for shared social experiences.
- Consumers under 30 account for 57% of Hindi box office collections and 70% of first-day revenues.
- Original films with unique storylines, rather than established franchises, are resonating with this demographic.
- Key trends shaping the theatrical business include premiumization, expansion into smaller cities, and a diverse film pipeline.
Younger audiences, particularly Gen Z, are increasingly driving attendance at Indian cinemas, according to executives from PVR Inox, a major multiplex operator. This demographic is returning to theaters, showing signs of fatigue with the digital world and seeking shared social experiences.
Industry data indicates that consumers under 30 contribute a significant portion of box office revenue, with 57% of Hindi collections and 70% of first-day earnings coming from this age group. PVR Inox executive director Sanjeev Bijli highlighted this trend, noting that Gen Z's return is crucial for admissions.
Bijli pointed to the success of independent films like the psychological horror 'Obsession' and 'Backrooms' as examples of content that resonates with younger viewers. These films, made by emerging filmmakers, have achieved substantial global box office success on modest budgets, demonstrating a preference for original storylines over established franchises.
Industry executives believe that key trends shaping the future of theatrical business include premiumization of the cinema experience, expansion into smaller towns and cities, and a sustained pipeline of diverse films, including sleeper hits, to maintain audience engagement between major blockbuster releases.