Filmmaker Imtiaz Ali has said the growing consumption of digital content is making people increasingly isolated, arguing that watching films in theatres offers a shared emotional experience that is difficult to replicate on personal devices.
Speaking on the first day of a film festival on Wednesday, Ali said viewing habits had changed significantly since the COVID-19 pandemic, with audiences consuming substantially more content through formats such as reels and stories.
“Post COVID, the viewing habits have changed. Today, people watch a lot more ... So, things have changed big time in the industry. Today, we're watching ten times more content in different forms, be it reels, stories, etc. But these things are often watched in isolation, either on a phone or on some other device, when you're alone,” he said.
Cinema brings audiences together
Ali said the distinctive appeal of watching a film in a theatre lies in the opportunity to experience emotions alongside other people. According to him, sharing reactions with fellow audience members creates a sense of connection that solitary digital viewing cannot easily offer.
“When I'm experiencing something, like an emotion, and the people around me are experiencing the same thing, it gives a very beautiful feeling because humans were not created to live isolated from everyone,” the filmmaker said.
He contrasted the isolating nature of digital consumption with the collective experience of cinema and expressed hope that audiences would continue to visit theatres to watch films.
“However, the disadvantage of the digital world is that it isolates people, whereas the advantage of theatre is that it gives people a collective experience. I don't have a secret formula to give as to how a film works but I hope films work in theatres and that people go to theatres to watch a film. Like, it happened in case of 'Main Vaapas Aaunga',” Ali added.
‘Main Vaapas Aaunga’ underlined the importance of audience connection
Reflecting on the response to his latest film, ‘Main Vaapas Aaunga’, Ali said receiving both critical appreciation and commercial success was a matter of good fortune. He also stressed that filmmakers and artists need to interact directly with audiences to understand their expectations and improve their work.
“The lesson that we got from this was that there should be a direct interaction between a filmmaker and audience, every filmmaker and artist should be connected to people, then they will know what more can they do in their respective field. Otherwise, we are taking a shot in the dark, and that's why our work sometimes does not hit the mark,” he said.
The film is a star-crossed romance set against the Partition of India, with its story told through the perspective of the present generation. Ali's remarks highlighted the importance of audience engagement not only in sustaining theatrical viewing but also in helping filmmakers understand how their work connects with people.
Filmmaker is still writing his next story
Asked about his upcoming project, Ali said he was currently writing a story and had not yet considered specific actors for the film. He added that its setting and genre had also not been decided.
“Now, whether it is going to be a contemporary or romance-drama, is something I don't know,” he said.
Ali's comments came as he and producer Mohit Chaudhary attended the Jagran Film Festival, where they discussed changing viewing habits, the response to ‘Main Vaapas Aaunga’ and the continuing value of the theatrical experience.