There was a time when Fridays were sacred. A new release meant excitement, the collective thrill of queuing up for tickets, the smell of popcorn, and the promise of cinematic escape. Today, that excitement feels like a relic of another era.

Look closely at this year, and you'll find only a handful of Hindi films have truly stirred the audience's imagination. Theatres, once buzzing with anticipation, now host smaller crowds, and more often than not, people are saying: "Let's wait for OTT."

In an age where content is infinite and attention fleeting, this switch feels inevitable. While small and mid-budget films might still find a second life online through healthy OTT viewership numbers, big-budget spectacles aren't inspiring the same box-office frenzy they once did. Viewership, yes. B

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