Something that deeply dispirited me recently is the WGA strike. Bringing artificial intelligence into action and letting art & artists sink in the deluge is just as bitter as it even sounds!
In case you do not know, on the 2nd of May this year, a writers’ strike was initiated, with 11,500 members of the Writers Guild of America (WGA) ceasing work as their contract concluded. The strike was rooted in multifaceted issues, including calls for augmented remuneration, reservations regarding the utilization of Artificial Intelligence in script generation, and concerns about the downsizing of writing teams, especially as it pertains to the performance of streaming programs.
As technology, such as Artificial Intelligence, begins encroaching upon traditional creative processes, it poses questions about the ‘future’ of human creativity and storytelling. Additionally, the protest against smaller writing teams in streaming services exemplifies the evolving demands and expectations of the digital age. With its lengthy seasons and large writing staffs, the traditional television model is being challenged by the agile, often shorter format of streaming shows, prompting a reevaluation of the creative process.
This strike serves as a poignant reminder of the evolving nature of the entertainment industry.
Transitioning from this worldwide dilemma of what ‘technology’ is taking away, I got myself in the tangled threads of Indian cinema and how its language changed within a poof.
I still find myself (dreaming) standing in a queue to get a ticket outside the cinema hall. Growing up in the 90s isn’t always a blessing, given how radically things have changed over the decades, isn’t it? I remember my father once saying that when he was young, he often thought of owning a ‘cinema hall’ because that apparently would bless him with humongous’ cash flow.’
But then watching the iconic ones slipping into farcical dilapidation and then getting transformed into Herculean shopping malls and multiplexes broke his bubble, and mine, too.
In this mushrooming era of ‘Netflix & Chill;’ and the multiplexes, where even a humble bucket of popcorn seems to have acquired a taste for the high life, demanding a small fortune for the pleasure, the romance within the corner seats or what we often called as ‘balcony seats’ faded. There are some untouched gems in Calcutta (Kolkata), but they have lost their charm in this burgeoning time.
I know, ‘change is constant,’ but who decides this ‘change’?
The hysteric lunacy towards the OTT surged up ever since COVID-19 came in. The impact has been huge and turbulent. With the world getting into a cacophonic house arrest, it got marshalled into 16:9 format. Surprisingly, the transition really didn’t happen even after the lockdown was called off!
Who is to blame? Dopamine!
And we all needed a darn dopamine detox.
Bollywood came up with their wishy-washy and preposterous scripts on board. We all know how the films became a messy catastrophe at the box office. Also comes the sheep-headed ‘nepotism’ ‘boycott’ episodes that led to those disasters.
Until the preceding year, we witnessed the release of films like “Gangubai Kathiawadi,” “Bhool Bhulaiyaa 2,” and others. However, it’s important to note that this wasn’t a traditional “comeback” in the conventional sense of the term. Then, amidst the fervour over these films, a production called ‘The Romantics’ emerged, catalyzing a more profound discourse. While our conversations predominantly revolved around the series, we inadvertently overlooked the subtle yet influential undertones it introduced, significantly contributing to the cinematic landscape’s unobserved aspects.
Fast forward to the beginning of 2023, the Indian film industry witnessed a remarkable resurgence. Shah Rukh Khan’s blockbuster “Pathaan” garnered a whopping “Rs 1,050.3 crore,” according to online reports. Shortly after that, Akshay Kumar’s “OMG 2” continued the trend of success. Sunny Deol’s much-anticipated sequel, “Gadar 2,” incited hunger nationwide. Most recently, “Jawan,” featuring a star-studded cast including Shah Rukh Khan, Nayanthara, and Deepika Padukone, crossed international boundaries and earned an impressive “₹ 1117.39” worldwide, as reported. Rocky Aur Rani Ki Prem Kahaani soared high, too.
This cinematic renaissance prompted an enthusiastic tweet from Akshay Kumar, who aptly exclaimed, “Our films are back and how.” His congratulatory message to Shah Rukh Khan for the triumph of “Jawan” aptly encapsulated the revival of Indian cinema, underscoring the industry’s renewed vigour and remarkable resilience.
So, what really changed? Dopamine detox? No!
What truly changed was a dynamic shift in the Indian film industry’s landscape, driven by various factors, including the influence of Gen Z, a surge in high-octane action drama, cutting-edge VFX work, and the seamless integration of emerging technologies. It wasn’t just a mere “dopamine detox,” but rather a confluence of factors that rejuvenated the cinematic experience.
The younger Gen Z audience brought a fresh perspective and a thirst for novel narratives. They embraced films that pushed boundaries, seamlessly weaving technology into storytelling and delivering high-action dramas catering to their preferences. I recall reading what SRK said about doing ‘action films,’ “Honestly, I do action films because my kids get very impressed that I have some cool things, six-pack abs. There is no other reason I should do action films.”
So, that’s how it is! RRPK triumphed because it was a pure ‘Gen Z’ content film. There is no place for DDLJ anymore, no place for songs like ‘Meri khayalon ki mallika,’ it’s a bygone bubble that we ‘millennials’ and the ‘Gen X’ are yearning for.
In times of ‘situationships’, the balcony seat romance and ‘badam bhaja’ (peanuts) concept are ‘purely’ stale.
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Talking about Gen Z’s influence on content consumption is about preferences and the power of social media and online communities. How this generation champions their favourite films and stars and how that influence can shape the industry makes for an engaging exploration.
Gen Z is the foremost generation to grow up entirely in the digital age.
They are tech-savvy, and their digital engagement is pivotal in shaping Bollywood’s marketing strategies.
Gen Z has grown up in a fast-paced, information-overloaded world. This has led to a preference for films with tighter narratives, fewer songs, and quicker storytelling. Films that push boundaries utilize technology, and experiment with storytelling formats are finding favour with Gen Z viewers.
This shift reflects Gen Z’s demand for genuine, down-to-earth performances as they seek characters they can connect with personally.
If you are aware of how ‘Women Of Jawan’ got a high-end appreciation from the viewers.
What’s next? The growing Gen Alpha.
Gen Alpha, the cohort succeeding Gen Z, is poised to be a generation even more deeply rooted in digital technology, with an unparalleled global perspective and an intuitive understanding of emerging technologies. Their upbringing in a world hyper-focused on environmental sustainability, and an education system likely characterized by tech-driven personalized learning will equip them to address unique challenges and opportunities. The sociopolitical context, parenting styles of their Millennial and Gen Z parents, and an information-saturated world will further distinguish Gen Alpha from their predecessors, shaping their values, ambitions, and how they navigate the complexities of a rapidly changing future.
Distinct from Gen Z, Gen Alpha will likely be more connected to emerging technologies, demanding even more immediate and interactive content experiences and showcasing a deeper understanding of global issues, thus pushing Bollywood into a new era of storytelling and engagement.
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Takeaway?
While we embrace the dynamism of the present and future, there’s no harm in secretly yearning for those bygone bubble days. So, here’s to the ever-evolving Bollywood, where every generation adds a unique shade to the cinematic palette and where change, even when coated in a veneer of dopamine detox, continues to keep the show running. Here’s to the past, the present, and the intriguing cinematic tomorrows yet to unfold!
