Roy Kapur & Khetani talk Cinema Trends on India TV

India TV has unveiled the second episode of its new podcast series The Filmy Hustle, featuring celebrated film producers Siddharth Roy Kapur and Murad Khetani. In a deeply insightful conversation, the two industry stalwarts explore the evolving landscape of Indian cinema, shedding light on the behind-the-scenes grit of film production.
Opening with the challenges producers face—bearing the brunt of financial, logistical, and creative pressures while often remaining uncredited—Roy Kapur and Khetani discussed how professionalism and transparency have grown in the industry since the 80s and 90s. Roy Kapur noted a shift in discipline among actors, more structured financial systems, and an increased focus on rooted storytelling that resonates with India's heartland.

Khetani, known for hits like Kabir Singh and Animal, spoke about balancing bold narratives with audience sensitivity, particularly in collaboration with directors like Sandeep Reddy Vanga. He acknowledged that while polarising films can spark debate, they also generate visibility—crucial in show business.
The discussion explored the delicate art of greenlighting scripts, with both producers emphasizing the need to view content through the audience's lens: “Would you pay to watch this?” They also addressed the streaming boom, acknowledging how OTT platforms have shifted audience behavior post-pandemic and provided a safety net for theatrical releases.
However, they expressed concern over the declining consistency in film releases, urging producers to create more content—even offbeat or experimental stories—to keep audiences engaged. The duo also discussed emerging trends like horror comedies, changing actor preferences, and the continued dominance of big-budget spectacles.
On the distribution front, the conversation highlighted a critical opportunity in Tier 2 and 3 towns, where cinemas remain a primary form of entertainment but are underserved due to poor infrastructure and lack of marketing attention. They stressed the need for immersive, region-specific campaigns and stronger collaboration between single screens, multiplexes, and distribution partners.

Touching on regulatory bottlenecks, the episode called for streamlining approval processes to ease operational challenges for producers. On the role of AI in filmmaking, both agreed that while it can aid in reducing costs and improving efficiency, it cannot replace human creativity.
Packed with insights, the episode is a must-watch for cinema lovers and industry professionals alike.