The iconic film ‘Dilwale Dulhania Le Jayenge’ debuted on Broadway as a musical in late 2022, titled as ‘Come fall in love’. Movies becoming plays, books and vice versa has a long history. However, when cinema is facing challenges world over as other platforms and technologies are creating alternate means of entertainment, the movement of cinema towards live experiences is another step towards survival.

Even before Covid, the crowds at theatres were thinning, and thereafter although some recovery is showing, it is reported that worldwide box office collections for 2023 are 20% below the pre pandemic collections. It was reported recently in the newspapers that the severe cold wave in Delhi lead to the cancellation of many film shows as people simply did not venture out in the cold.

As attendance is thinning across cinemas in the world, film makers and studios are trying new tactics to bring fans back to the screen. The idea is to engage them in a manner that keeps their interest in films alive. In the world where the virtual is taking over and turning audiences captive, live experiences have emerged as a hook to keep interest in the screen alive.

Hollywood had been reinforcing the magic of cinema in off line activities for a long time already. Movies lead to theme parks, where merchandise of those films was sold, which again reinforced the movies. Think of Disneyland and Universal Studios theme parks. Today, these so called side activities of these studios represent the major share of their earnings, while revenues from movies and streaming platforms lag behind.

It is no wonder that Netflix is staging the latest episode of ‘Stranger things’ in London’s West End. It is also hosting a ‘Squid Game’ experience in Los Angeles, where participants play six games based on the show. These are fairly steeply priced live experiences, which aim at generating interest and loyalty to the show between seasons.

Theme parks owned by Hollywood studios are opening the world over. Warner bros recently opened the world’s largest indoor theme part in Abu Dhabi in 2018. Disney is planning to double the number of its theme parks, and is also staging its popular films as shows; ‘Frozen’ is already on stage.

New kinds of live and immersive experiences revolving around movies are growing. Warner has opened ‘Visions of magic’, an interactive art experience woven around Harry Potter, and is planning similar experiences around its DC comic series.  They also run a Batman themed restaurant in London, and of course a ‘Central Perk’ café in Boston.

Live experiences offer a way to engage audiences so that the magic of the screen, its stories and characters stays alive in their minds. And they go back for more. It is the ultimate hook for ensuring fan loyalty, as they get together for the experience. It seems that the screen or virtual world, after all, does need the pulse of people physically getting together to sustain interest and ensure revenues. And it is only when more stories, interesting and unforgettable characters continue to be created on screen, that live experiences woven around them will grow!

Published in the Lokmat newspapers in Janaury 2024