The Future of Commercial Filmmaking: Trends Shaping the Industry in the Digital Age
By Chandra Mani
Lights, camera, transformation! Commercial filmmaking isn’t just about glossy visuals and compelling scripts anymore — it’s about innovation, adaptation, and breaking boundaries in the digital age. From the rise of streaming platforms to the magic of cutting-edge technology, the film industry is experiencing a revolution that’s rewriting the rules of storytelling.
Whether you’re a filmmaker, a content creator, or just someone who loves binge-watching, the shifts in this space are impossible to ignore. But what’s truly exciting is how these trends are shaping not just the way films are made but how they connect with audiences worldwide. Let’s explore the trends that are setting the stage for a new era of creativity and commerce.
The Rise of Digital-First Filmmaking
Digital platforms are at the forefront of commercial filmmaking, redefining traditional approaches to production and distribution. In India, digital content is rapidly catching up with television, with an expected market size of ₹955 billion by 2026. The widespread adoption of affordable internet and smartphones has created a digital ecosystem where storytelling thrives, with mobile devices expected to account for 75% of the billion active screens projected by 2030.
This shift has also led to the democratization of content consumption. Ad-supported platforms and streaming services are making high-quality films and series accessible to broader audiences. For filmmakers, this means a growing number of opportunities to create films tailored for digital-first consumption while tapping into innovative monetization models like programmatic advertising and subscription-based platforms.
Global Appeal of Indian Stories
Indian filmmaking has always been prolific, with over 1,700 films produced annually. What’s changing is its global reach. Indian content now captivates audiences in more than 160 countries, topping streaming charts worldwide. Films and series rooted in regional culture but carrying universal themes are breaking traditional barriers, proving that local stories can resonate on a global scale.
This crossover appeal is not limited to international markets. Within India, regional content is becoming mainstream, with audiences embracing stories across languages and cultures. For filmmakers, the focus is shifting towards creating content that blends authentic storytelling with universal themes, further expanding their potential audience.
Technology: A Game-Changer in Content Creation
The filmmaking process itself is undergoing a technological revolution. India is fast becoming a hub for post-production, VFX, animation, and gaming, with its talent pool gaining recognition globally. As demand for visually stunning and immersive experiences grows, filmmakers are leveraging advancements like virtual production, AI-assisted editing, and real-time rendering to push creative boundaries.
Moreover, the rise of augmented reality (AR) and virtual reality (VR) is opening new dimensions in storytelling. From interactive advertisements to immersive cinematic experiences, these technologies are transforming audience engagement, making films more interactive and personalized.
Advertising: The Engine of Growth
Advertising is emerging as a cornerstone of the M&E industry, projected to contribute 55% of its growth over the next five years. Internet advertising, in particular, is set to dominate, accounting for 77.1% of total ad spending by 2028. For filmmakers, this presents a golden opportunity to integrate advertising more seamlessly into their projects.
Sophisticated advertising models driven by data monetization are reshaping how ads are created and delivered. Retail-based display ads and e-commerce platforms are becoming key players, while entertainment and sports OTT platforms are set to generate significant advertising revenue, projected to reach ₹80–90 billion by 2026. Filmmakers who can creatively align with these trends stand to benefit from additional funding and innovative storytelling opportunities.
Sustainability and Inclusivity in Storytelling
The future of filmmaking is not just about technology and profits—it’s also about purpose. As the industry grows, there’s increasing emphasis on sustainability and inclusivity. From reducing the environmental impact of productions to creating opportunities for underrepresented voices, filmmakers are aligning their work with global values.
Indian cinema, with its diverse cultural history, is particularly well-positioned to lead this change. The stories being told today reflect a broader spectrum of experiences, ensuring that films resonate with audiences not just as entertainment but as a reflection of societal progress.
What Lies Ahead?
The commercial filmmaking industry is on the cusp of a transformative era. As digital platforms rise, global boundaries blur and technology continues to advance, the possibilities for creators are virtually limitless. While challenges like privacy regulations and limited ad budgets persist, the industry’s resilience and adaptability are paving the way for a bright future.
For filmmakers, the key to thriving in this dynamic environment lies in embracing change — whether it’s adopting new technologies, tapping into diverse narratives, or exploring innovative advertising models. The future of filmmaking is digital, collaborative, and boundaryless, offering endless opportunities to tell stories that matter.
(The author is Chandra Mani, Founder, Useful Garbage Creations, and the views expressed in this article are his own)
