The recent announcement of the ‘Cinema Italian Style’ festival in Mumbai is a significant step towards introducing Indian audiences to the rich world of international cinema. This cultural extravaganza is scheduled to take place from September 27 to September 29 at Regal Cinema in the City of Dreams. Prominent Italian filmmaker and Academy Award-winning helmer Giuseppe Tornatore will attend the inaugural edition of this festival. The ‘Cinema Paradiso’ fame will not only present the FHF Lifetime Achievement Award for Cinema Projection, but he will also bestow exclusive sit-down fireside talks for the Indian film fraternity along with helming an interactive masterclass for emerging film students.
To some, events like the ‘Cinema Italian Style’ festival, are ‘once-in-a-lifetime’ moments. On the other hand, the general audience doesn’t really give a damn about these events. A hard pill to swallow, right? Yes, these events are limited in terms of their impact and reach among the general audiences, especially the Indian ones. But they are highly valuable and can be used to uplift India’s cinematic landscape. This is where Indian OTT platforms can seep in and take care of this entire scenario. How?
You guys can find hundreds of articles online about the capability of OTT platforms to reshape viewer preferences. Most of the time, we see them promoting prominent titles to boost their respective viewerships. Attracting substantial viewership sounds good and profitable, but they can also consider showcasing acclaimed projects from around the world. Foreign cinema is known to possess tons of exciting, inspiring, and heartwarming projects. OTT platforms should unearth and present these projects to Indian viewers to introduce them to diverse cultural viewpoints, storytelling styles, and cinematic techniques that are generally neglected or not utilised in mainstream cinema.
For instance, we can take the example of Godzilla Minus One on Netflix. This Japanese kaiju beauty from helmer Takashi Yamazaki mesmerised viewers across the globe via its theatrical and streaming release. According to Netflix, the flick was found among the list of the streamer’s top 10 movies list in many countries from May 27 to June 2, including India. This feat was especially remarkable as it had its Netflix premiere on June 1. Insane, right? And the streaming giant did not advertise its premiere at all. This demonstrates the OTT platform’s ability to connect viewers with exceptional foreign content.
Unfortunately, while Indian audiences are increasingly engaged with popular Hollywood or Bollywood content, foreign cinema still occupies a relatively niche space. Key factors such as cultural differences, language barriers, and the lack of exposure of Indian viewers to foreign cinema are responsible for the limited viewership of foreign cinema in the country.
Events like the ‘Cinema Italian Style’ festival are important as they remind us about the artistic and cultural significance of foreign cinema. However, to truly make a long-lasting impact, such events must be complemented by a stronger commitment to releasing foreign films on popular Indian OTT platforms.
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