Filmmaker Ram Madhvani, known for acclaimed projects like ‘Neerja’, ‘Aarya’ and ‘Dhamaka’, believes the current challenges facing the Indian film industry should not be mistaken for the death of cinema. As conversations around box office performance and changing audience habits dominate industry discourse, the director feels the criticism has become unnecessarily extreme.Speaking to Variety India about the growing tendency to dismiss films altogether, Madhvani questioned whether cinema deserves to be constantly written off when so many people continue to be deeply passionate about the medium.“Everybody over here is passionate about cinema. Do we want to go and see movies and forget ourselves, remember ourselves, laugh and cry? So, in that case, why don’t we currently? Ryan Gosling says, ‘It is my job to make you come to the movies.’ You may or may not want to, that’s okay. But at the same time, is it anyone’s job to diss movies? Is it anyone’s job to turn around and say, ‘Movies are dead’?”Rather than blaming filmmakers or predicting doom for the industry, Madhvani feels that everyone involved in the conversation should take a step back and allow the ecosystem to adapt. According to him, creators are already aware of the concerns surrounding theatrical business and audience engagement. However, solving those issues requires time and experimentation rather than relentless negativity.“Maybe the breather we need is not from the industry and making movies, but for everyone to just calm down. We have seen enough people out there who are doing great work. We are all worried, anxious, upset and trying to find various ways to try and fix it. That is our job. And I think we are all in that same boat.”
Ram Madhvani on learning from criticism without losing perspective
Madhvani admitted that harsh reactions and negative commentary can sometimes be frustrating. Yet he also sees value in listening to audience feedback and understanding where criticism is coming from. At the same time, he drew a distinction between critiquing a film and declaring the entire medium obsolete.“I do get sort of hassled (with negative reviews). But at the same time, I am learning from what is being said. So please go out there and say that about the work. But don’t say movies are dead, because they aren’t. However, at least in India, they are going through an identity crisis.”
Ram Madhvani on understanding a changing audience
Reflecting on how dramatically consumer preferences have evolved, the filmmaker pointed out that the industry must pay close attention to shifting tastes. He even questioned whether a film like ‘Neerja’, which earned widespread acclaim upon release, would attract the same audience if it were released today.“I keep thinking, maybe if I made ‘Neerja’ today, would it be something that the audience would come to see? And this is the question that we have to ask ourselves. Recently, I was in an advertising briefing session where they were telling me that the tastes of consumers have changed. And now I have to fit my work to that audience’s taste. So what I would like to do is backcast to figure out.”
Ram Madhvani’s take on adapting to the new reality
Drawing from his experience in advertising, Madhvani suggested that filmmakers need to study where audience preferences are headed and adjust accordingly. However, he emphasized that such transformations cannot happen overnight.“All of us need to think, ‘Where is this taste shifting to? Why is it shifting? What do we do to be in tune with that shift?’ But that takes its course. The intention is there. But it takes time to do that. For a ship or a car to turn takes time. But while it is turning, allow it to turn.”As filmmakers continue searching for the next breakthrough amid evolving viewing habits, Madhvani remains optimistic that cinema will find its footing again, provided the industry is given the time and space to reinvent itself.