At a time when audiences can access films, shows and short-form content across multiple platforms, Prasoon Joshi believes the abundance of entertainment has changed the way people consume stories.
He describes the phenomenon as “content indigestion”, saying that audiences are constantly consuming content without necessarily having the appetite to sit through something new.
Asked whether it has become harder for the film industry to return to authenticity when box-office collections and profitability influence what gets made, Joshi points to the consequences of simply following what is already working. “By following the herd mentality, what are you getting? Losses. You are getting losses, yeah? So, what is the option? “When we were growing up, Friday was like a waiting day. It doesn’t matter what will come. Whatever film came, we sat there. It was a privilege to see something new.
I think the writing is on the wall,” he says. Now people have so many options,” he says. He believes the challenge today is fundamentally different from what audiences faced when he was growing up.
