Doubling India’s Screen Count Could Add ₹6,600 Crore to Box Office, Says MAI–EY Report

India remains a cinema-first market despite the rapid rise of streaming platforms, but inadequate screen infrastructure and policy constraints are limiting growth, according to a new report by the Multiplex Association of India (MAI), prepared by EY. Titled “The Story of Film Exhibition in India”, the study estimates that doubling India’s screen count to around 20,000 over the next five years could generate an additional ₹6,600 crore in box-office revenues, along with 1.25 lakh direct jobs and ₹950 crore in incremental tax collections.

The report highlights a striking mismatch between audience preference and access. While 81% of surveyed moviegoers prefer watching films in theatres, only about 150 million people—roughly 10% of India’s population—visit cinemas annually. India currently has 9,927 screens across around 3,150 pin codes, leaving more than 16,000 pin codes without any cinema screens.

Despite overall economic growth, theatrical exhibition has weakened since 2019. Total filmed entertainment revenues declined 2% between 2019 and 2024, while revenue per screen also fell. Footfalls have dropped more sharply, with annual attendance declining 41% over the same period. The number of films crossing the ₹100 crore box-office mark fell from 17 in 2019 to 10 in 2024, even though release volumes remained largely unchanged.

Content quality and release strategies have emerged as major concerns. Over half of moviegoers cited film quality as the key reason for avoiding theatres, while 78% of producers pointed to a shortage of strong writing and stories. The shrinking theatrical window—from 90 days to as little as four to eight weeks—has further eroded footfalls, with 53% of viewers choosing to wait for films to appear on OTT platforms.

The study also flags piracy as a growing threat, with 51% of media consumers accessing pirated content, particularly among younger audiences. Pricing flexibility remains limited due to India’s low per-capita income, keeping average ticket prices at ₹134 and constraining exhibitors’ margins.

To revive the sector, MAI has called for policy reforms including longer theatrical windows, deregulated ticket pricing, permission for cinemas to operate as multi-use venues, 24×7 operations, and faster approvals for price changes. In the long term, the report urges government support for expanding screens in underserved areas, positioning cinemas as critical cultural infrastructure for India’s film economy.