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Adi Shankar, the producer known internationally for Dredd, argues that Indian cinema could become a dominant global force by embracing its own cultural voice rather than imitating Hollywood formulas. Speaking this month, he pointed to recent mythic and original films such as Ramayana and Dhurandhar as examples of a creativity that can travel across borders—and warned that audiences are tiring of repetitive franchise tactics.
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Shankar’s point is straightforward: the distinctive emotional core of Indian storytelling—its myths, family dynamics and musical language—offers something international viewers do not routinely see in Western blockbusters. He contends that leaning into that identity gives Indian filmmakers a competitive advantage.
That view challenges a growing studio instinct to chase global scale by mimicking Hollywood tentpoles: expanding franchises, escalating spectacle, and formulaic sequels. Shankar suggests those moves may deliver short-term attention but risk long-term audience fatigue.
What this means for the industry
If his forecast proves accurate, the consequences touch several corners of the business—production choices, marketing, and platform strategy. Producers and streamers may shift resources toward projects that foreground cultural specificity and original voices rather than safe, repetitive IP extensions.
- Emotional storytelling: Narratives rooted in local traditions and relationships can resonate globally when presented with high production values.
- Original content: Fresh, auteur-driven films may attract international distributors and festival attention more reliably than another franchise installment.
- Market differentiation: Distinctiveness helps Indian cinema stand out in a crowded global slate dominated by similar superhero and action franchises.
- Risk and reward: Authentic projects may require different marketing approaches but can build sustainable engagement and long-term brand value.
Shankar specifically hailed recent works that tap into epic narratives and contemporary storytelling. He framed them as proof that audiences respond to authenticity and clear creative vision, not only to scale and special effects.
History and momentum
India’s film industry has long produced culturally specific work that later found international audiences. The last decade has seen a rise in pan‑Indian productions and streaming originals that transcended regional boundaries, suggesting a structural readiness to export larger, culturally grounded films.
That momentum matters because global film budgets, distribution partnerships and festival programming are increasingly open to non-Western narratives that bring fresh perspectives. For Indian filmmakers, the opportunity is to balance local resonance with universal themes that travel.
Yet the transition is not automatic. Delivering on this potential requires clarity of vision, sustained investment, and distribution strategies that let culturally specific films reach global viewers without diluting their identity.
Where to watch for change
In the near term, industry watchers will be tracking several signals: how major producers allocate budgets, whether streaming platforms prioritize original Indian projects for global promotion, and how international audiences respond at box offices and on streaming charts.
Shankar’s remarks add heat to an ongoing debate about the future shape of big commercial cinema: will global audiences continue to reward the familiar formulas of franchise filmmaking, or will they gravitate toward the emotionally rich, culturally rooted stories emerging from India?
The answer will influence not only what appears on screens worldwide, but also how filmmakers, investors and platforms calculate risk in a rapidly globalizing market.
