The Comeback of Communal Experience
For years, the narrative was that streaming services and OTT platforms would sound the death knell for cinema. It was framed as an inevitable battle between modern convenience and a traditional institution. Yet, I read with great interest the remarks by Ajay Bijli, MD of PVR INOX, confirming that the momentum to watch content on the big screen is firmly back, driven by quality content (PVR INOX swings to Rs 105 crore profit…).
This isn't merely a business turnaround; it is a profound reflection on human nature. We are not just passive consumers of content; we are active seekers of experience. The comfort of a living room, with its endless choices and pause buttons, cannot replicate the collective gasp, shared laughter, or unified awe of a darkened theatre. The pendulum, which swung hard towards isolated consumption during the pandemic, is swinging back towards communal spectacle.
A Prediction Manifested
This trend resonates deeply with a future I have often contemplated. In my blog post, Chatbots, some for businesses , some for “ Immortality “ ?, I discussed the evolution of digital interaction, predicting a move beyond flat screens towards immersive 3D volumetric holograms that could engage us in our own spaces. The core idea I wanted to convey was this — I had brought up this thought years ago, suggesting that the ultimate trajectory of technology was not just about efficient information delivery, but about creating richer, more engaging experiences.
The cinema's revival is a powerful, physical manifestation of this very principle. It’s the original immersive experience, a low-tech precursor to shared virtual reality. Seeing this unfold confirms that the underlying human desire for deep, multi-sensory engagement remains unchanged. Quality content, as Ajay Bijli rightly notes, is the necessary fuel, but the engine is the unparalleled experience of the cinema itself.
This dynamic of experience triumphing over mere utility is visible across industries. I explored a similar theme in my reflections on the future of search engines in TIME FOR GOOGLE TO RE-INVENT ITSELF ?, where the competition is shifting from providing raw "information" to offering integrated "solutions" and a superior user journey. In entertainment, the parallel is the distinction between simply providing "content" and curating an "event."
The success that PVR INOX is seeing offers a timeless lesson for every innovator. Technology will always march forward, offering new layers of convenience. However, it can never fully obsolete the fundamental human craving for grand, shared spectacles. The big screen is back because the experience was never truly gone—it was simply waiting for the right stories to fill its magnificent canvas.
Regards,
Hemen Parekh
Of course, if you wish, you can debate this topic with my Virtual Avatar at : hemenparekh.ai
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