The box office performance of Varun Dhawan's “Hai Jawani Toh Ishq Hona Hai” has been a bit of a letdown, and it’s not just because it’s a rom-com. Personally, I think the struggle of mid-scale films in the post-pandemic era is a fascinating case study in the changing landscape of cinema. What makes this particularly interesting is the clash between the traditional theatrical model and the rise of digital platforms. In my opinion, the erosion of the theatrical base by digital platforms is a key factor in the struggle of rom-coms and mid-scale films. If you take a step back and think about it, the current 8-week OTT window is directly undermining the theatrical business, conditioning audiences to simply wait for the streaming release. This raises a deeper question: how can the film industry adapt to this new reality while preserving the magic of the cinema experience? The makers need time to elongate the window to somewhere around 6 months and make the wait inconvenient for the audience. Otherwise, the genre is already suffering. One thing that immediately stands out is the irony of a rom-com struggling at the box office, given the genre’s reputation for love and laughter. What many people don’t realize is that the very qualities that make rom-coms appealing — lightheartedness and escapism — are now seen as weaknesses in the post-pandemic era. The current box office numbers for “Hai Jawani Toh Ishq Hona Hai” — around Rs. 45 crore — are a stark reminder of the challenges facing the industry. The film’s struggle is not just about the numbers; it’s about the changing expectations of audiences and the need for the industry to evolve. What this really suggests is that the film industry must find a way to balance the traditional theatrical experience with the convenience and accessibility of digital platforms. This will require a shift in mindset and a willingness to experiment with new models. In the end, the success or failure of “Hai Jawani Toh Ishq Hona Hai” is not just about the box office numbers; it’s about the future of cinema and the role of mid-scale films in it. The film’s journey is a cautionary tale for the industry, highlighting the need for innovation and adaptability in the face of changing consumer habits.
