The Evolving Landscape of Digital Technology in Tamil Cinema: Visual Grandeur and the Rise of New Filmmakers

The Evolving Landscape of Digital Technology in Tamil Cinema: Visual Grandeur and the Rise of New Filmmakers

Valarmathi Subramaniam¹., Dr. P. Pallavan²., Mr.Viknesh Raja R. S.³

¹Associate Professor, Vels Institute of Science, Technology and Advanced Studies (VISTAS), Chennai

²Assistant Professor, Government Arts and Science College, Tirupattur

³Research Scholar, Vels Institute of Science, Technology and Advanced Studies (VISTAS), Chennai

DOI: https://doi.org/10.51584/IJRIAS.2025.10060080

Received: 26 June 2025; Accepted: 30 June 2025; Published: 12 July 2025

ABSTRACT

This research explores the transformative impact of digital technology on Tamil cinema, focusing on the interplay between visual grandeur, high-budget productions, and the surge of new filmmakers entering the industry. Traditionally, Tamil cinema was characterised by a specific aesthetic and narrative style, often constrained by the limitations of celluloid technology and the financial barriers to entry. However, the advent of digital cinema has democratised filmmaking, providing accessible and affordable tools for production, post-production, and distribution.

This study examines how digital technology has facilitated a new era of visual excellence in Tamil cinema. High-budget productions leverage advanced CGI, VFX, and DI techniques to create spectacular visuals and immersive cinematic experiences, pushing the boundaries of cinematic storytelling. This shift towards breathtaking visuals has not only captivated audiences but has also attracted significant investment in the industry, leading to increased production values and a global reach for Tamil films.

Furthermore, the research analyses the rise of a new generation of filmmakers empowered by the accessibility of digital technology. These new voices bring fresh perspectives, innovative storytelling approaches, and diverse narratives to Tamil cinema, challenging established conventions and expanding the boundaries of cinematic expression. The ease of use and affordability of digital filmmaking tools have lowered the barriers to entry, allowing aspiring filmmakers to experiment with different genres, styles, and themes, contributing to a vibrant and dynamic cinematic landscape.

This study also investigates the challenges and opportunities presented by this evolving landscape. While digital technology has democratised filmmaking, it has also intensified competition and raised questions about the preservation of traditional cinematic values. The research explores how the industry is adapting to these changes, balancing the pursuit of visual grandeur with meaningful storytelling and artistic integrity.

By examining the interplay between technology, aesthetics, and creative expression, this research offers valuable insights into the evolving landscape of digital cinema in Tamil Nadu, highlighting the contributions of both established and emerging filmmakers in shaping the future of Tamil cinema.

Keywords:  Digital Cinema, Visual Grandeur, Tamil Cinema, New Filmmakers, High-Budget Productions, Technology

INTRODUCTION

Cinema, a captivating art form and powerful medium of storytelling, has undergone a remarkable evolution since its inception. From the early days of silent films to the advent of sound, colour, and widescreen formats, technological advancements have continually reshaped the cinematic landscape. The emergence of digital technology, however, has brought about a complete transformation in cinema production, revolutionising every aspect of filmmaking (Subramaniam, 2019).

Initially, cameras relied on optical mechanisms, capturing images on celluloid film. Digital technology replaced this with electronic sensors, offering greater flexibility and control over the image capture process. This shift allowed filmmakers to experiment with different visual styles, manipulate images with ease, and achieve higher resolutions and dynamic range (Brown, 2015).

Sound recording and editing also experienced a dramatic shift. Traditional analog methods were replaced by digital audio workstations, enabling precise manipulation of sound, noise reduction, and immersive soundscapes. This revolutionised sound design, allowing filmmakers to create more realistic and impactful audio experiences (Babbar, 2024).

Projection systems transitioned from film reels to digital projectors, offering sharper images, brighter colours, and enhanced contrast. This not only improved the viewing experience for audiences but also facilitated the distribution and exhibition of films, reducing costs and increasing accessibility (Ponech, 2024).

Digital technology has decentralized filmmaking, providing independent filmmakers with access to affordable and sophisticated tools. This has led to a surge in diverse voices and innovative storytelling approaches, enriching the cinematic landscape. While challenges remain in preserving film heritage and navigating the rapid pace of technological change, the digital revolution has undeniably ushered in a new era of cinematic possibilities, empowering filmmakers and captivating audiences worldwide.

Objective

• This study investigates the profound impact of digital transformation on the Tamil cinema industry. It explores how technological advancements—digital cameras, post-production software, distribution, and exhibition—have reshaped Tamil filmmaking’s aesthetic landscape, including visual storytelling, sound design, special effects, and cinematic language.
• Furthermore, the research will delve into the significant shifts in industry trends that have emerged as a direct consequence of this digital revolution. This encompasses changes in production workflows, financing models, marketing strategies, and audience engagement.
• The study will also critically assess the evolving roles of various stakeholders within the industry, including directors, producers, distributors, and exhibitors, in adapting to this new digital paradigm.

METHODOLOGY

This research employed a mixed-method approach combining qualitative and quantitative analysis to examine the impact of digital transformation on Tamil cinema.

Qualitative Analysis:

• Content Analysis: This involved a detailed examination of a diverse range of Tamil films produced before and after the digital transition. The analysis focused on identifying shifts in visual aesthetics, storytelling techniques, and thematic concerns. Special attention was paid to the use of CGI, VFX, and DI technologies, and how they contributed to the creation of visual grandeur.
• Interviews: Semi-structured interviews were conducted with key stakeholders in the Tamil film industry, including filmmakers, producers, cinematographers, and editors. These interviews provided valuable insights into the perceived impact of digital technology on various aspects of filmmaking, including production processes, creative expression, and audience reception.
• Archival Research: This involved examining industry publications, film reviews, and other relevant documents to understand the historical context of the digital transformation and its impact on the evolution of Tamil cinema. This was used as a secondary source for the research while the interview and CBFC data provides the primary data for the research.

Quantitative Analysis:

• Central Board of Film Certification (CBFC) Data Analysis: A comparative analysis of the number of Tamil films certified before and after the digital transition was conducted. This provided quantitative evidence of the impact of digital technology on film production output. Further analysis explores potential correlations between the adoption of digital technology and the increase in film production volume.
• Revenue Generation Analysis: The data on film revenue was analyzed to understand the financial implications of the digital shift. This involved comparing the revenue generation of films made in the optical era with those produced using digital technology.

By combining these qualitative and quantitative approaches, this research provides a comprehensive understanding of the multifaceted impact of digital transformation on Tamil cinema, focusing on the interplay between technological advancements, aesthetic shifts, and industry trends. This would contribute to a deeper understanding of how digital technology has reshaped the cinematic landscape in Tamil Nadu and its implications for the future of filmmaking.

Theoretical Framework

For this research on ‘The Evolving Landscape of Digital Cinema, the diffusion of innovations theory can provide a framework for understanding the adoption of digital technologies in Tamil cinema. The transition from celluloid to digital can be seen as an innovation that has spread within the Tamil film industry. The factors analysed can help explain why digital technologies have been adopted at such a rapid pace in recent years.

Additionally, the theory’s emphasis on communication channels and social systems aligns with this research design focusing on the impact of digital technologies on the filmmaking process and audience experience. The diffusion of innovations theory helps explain how the visual medium developmental scenario facilitated the spread of digital technologies and influenced their adoption within the Tamil film industry. This theory identifies five key factors that influence the adoption of an innovation: relative advantage, compatibility, complexity, trialability, and observability.

Relative Advantage: Digital technology offers several advantages over traditional celluloid filmmaking, such as cost-effectiveness, ease of use, and increased creative possibilities. These advantages have led to a rapid adoption of digital technologies in the film industry.

Compatibility: Digital technology is compatible with existing values and norms in the film industry, such as the desire for visual grandeur and innovative storytelling. This compatibility has facilitated the acceptance of digital technologies among filmmakers and audiences alike.

Complexity: Digital technology diffusion in cinema is negatively correlated with complexity. The existing celluloid film technology, with its complex processes, delayed image viewing, and cumbersome handling, contrasts sharply with digital technology. Digital filmmaking offers instant image viewing and easy handling of sources, significantly increasing accessibility and flexibility.

Trialability: Digital technology allows for experimentation and trialability, enabling filmmakers to explore new creative possibilities and push the boundaries of visual storytelling. This has led to the creation of visually stunning films like “Bahubali” and innovative low-budget films by new filmmakers like “Koolangkal”.

Observability: The impact of digital technology is observable in the visual grandeur of films like “Bahubali” and the success of new filmmakers like Vinoth, whose film “Koolangal” was selected for India’s official entry for oscar. This observability has further encouraged the adoption of digital technologies in the film industry.

The diffusion of innovations theory provides a framework for understanding how digital technology has transformed the film industry. The five factors mentioned above have played a crucial role in the widespread adoption of digital technologies, leading to new creative possibilities, economic benefits, and social impact.

Digital Transformation in Cinema

George Lucas, the renowned filmmaker, once declared film a relic of the 19th century, an offspring of photography rooted in the shared use of celluloid. This technology, he argued, defined filmmaking for a century, from its late 19th-century origins to the close of the 20th. Lucas’s dismissal of celluloid as “ancient history” signalled the dawn of a new era: digital cinema (Swartz, 2005). Indeed, the past two decades have witnessed a profound transformation of filmmaking, driven by the pervasive influence of digital technologies. As aptly noted by media scholar Valarmathi Subramaniam (2019), the advent of digital cinema has fundamentally transformed the filmmaking process. This comprehensive system has revolutionized each stage of production, spanning from the initial image capture to the final stages of post-production, distribution, and exhibition. In essence, digital cinema has replaced the physical medium of 35mm film reels with the intangible realm of digital data, ushering in a new era of cinematic possibilities. This shift has unlocked new possibilities in storytelling, cinematography, music composition, and editing, leading to a dynamic and evolving cinematic landscape.

Impact of Digital Technology on Tamil Cinema

Digital technology’s impact on Tamil cinema has been transformative, spanning across creative, technical, and economic aspects. The transition from traditional celluloid to digital, driven by new media technologies, has brought about a democratisation of the filmmaking process, allowing for greater accessibility and affordability.

Early pioneers like Arulmoorthy paved the way for digital filmmaking with movies like Mutham (2002), shot entirely in digital format using Digi-Beta, the then available digital linear technology (Arul Moorthy, personal communication, May 23, 2018). The use of DSLR cameras, such as the Canon 5D in Kaadhal (2004), by Vijay Milten further encouraged the shift. Advancements in digital image processing, storage, and projection systems led to the establishment of Digital Cinema Initiatives (DCI), standardising digital formats and paving the way for D-Cinema (Vijay Milton, personal communication, May 15, 2018).

Digital technology has brought about significant changes in the filmmaking workflow. One of the early milestones in this transition was the introduction of Digital Theater Systems (DTS) technology in the 1990s employed first in “Karuppu Roja” movie (About, n.d.). DTS, a multi-channel audio format, offered a significant improvement over traditional analog sound systems in terms of fidelity, dynamic range, and spatial representation of sound.

The transformation in sound recording and editing, allowing for precise manipulation and immersive soundscapes, was paralleled by a similar revolution in the visual post-production workflow. Editing, once a laborious manual process of physically cutting and splicing celluloid film, has dramatically evolved with the advent of non-linear editing (NLE) systems. These digital platforms provide filmmakers with unparalleled flexibility and efficiency, enabling them to instantly access and arrange footage, experiment with different sequences, and fine-tune every transition with precision. This shift has not only drastically reduced turnaround times in post-production but also opened up new creative avenues for crafting narratives, allowing for more intricate pacing, seamless visual effects integration, and dynamic storytelling. The ability to manipulate and refine visual elements with such ease laid the groundwork for further innovation in image capture. This evolution in editing was closely intertwined with advancements in camera technology.

The Tamil blockbuster “Kaadhal” (2004) marked an early digital cinema milestone, utilizing a Canon 5D DSLR camera. This camera’s ability to shoot HD quality video in 24 frames per second, which is the standard for celluloid film, encouraged filmmakers to explore digital filmmaking and opened up new possibilities for low-budget and independent productions. The shift to lightweight digital cameras has provided cinematographers with greater flexibility and creative control in capturing images. The smaller size and portability of digital cameras have allowed filmmakers to shoot in diverse locations and conditions, from remote villages to bustling cityscapes, expanding the visual vocabulary of Tamil cinema.

The economic impact of digital technology has been equally profound. Cost savings in storage, processing, and print production have made filmmaking more accessible to a wider range of filmmakers. “Aruvi (2017)” Tamil film directed by Arun Prabu Purushothaman was made on a budget of ₹1.5 crores (Arun Prabhu, personal communication, June 21, 2019). It was shot in a guerilla filmmaking style with a cast of mostly newcomers. The film was a critical and commercial success, winning several awards, including the Filmfare Award for Best Film (Tamil).  “Mookuthi Amman (2020)” film directed by RJ Balaji and N.J. Saravanan was made on a budget of ₹10 crores (Saturday et al., n.d.). It was a satirical comedy that dealt with the issue of fake godmen. The film was a commercial success and was praised for its social message.

In the past, distributing a film to multiple theaters required creating and transporting individual film prints, which was a time-consuming and expensive process. With digital distribution, a single digital copy of a film can be easily duplicated and sent to numerous theaters electronically or via hard drives, eliminating the need for physical prints and reducing distribution costs.

This ease of distribution has facilitated wider and faster releases of films, allowing them to be shown in various locations, including both traditional theaters and digital platforms. It has also enabled simultaneous releases across multiple screens and formats, increasing the accessibility of films to audiences in diverse locations and at their convenience (The Hindu Bureau, 2023).

Visual Aesthetics

In the initial phase of digital technology’s integration into the film industry, there was a prevalent notion that digital images lacked the visual appeal of celluloid. While some fervent celluloid proponents, including prominent Hollywood directors like Quentin Tarantino and Christopher Nolan, maintained that the digital medium could not rival the aesthetic qualities of the silver screen, they continued to champion the celluloid silver image (Christopher Nolan et al., 2016). However, as technology advanced, this notion of the silver image’s superiority over digital images gradually diminished. In fact, current technology has surpassed the aesthetic appeal of the silver image.

Research on the aesthetic visual appeal of silver and digital images has yielded varying results. Individuals who have experienced the grandeur of films on the silver screen have expressed an emotional connection with the physical material of the film. Conversely, the Gen-Z demographic, who have not been exposed to silver images, expressed indifference towards the technology used to capture the image. Consequently, the aesthetic visual appeal depends on the content of the image rather than the technology employed to capture it (Vijay Milton, personal communication, May 15, 2018).

Vijay Milten, the cinematographer of the movie “Khadal” that utilized a Canon digital camera for shooting, has expressed that the difference between celluloid and digital images can only be discerned if one has been exposed to both technologies. Furthermore, the quality of the image, regardless of the technology used to capture it, is paramount.

The advancements in digital technology have not only addressed the initial concerns about visual appeal but have also surpassed the capabilities of celluloid in several aspects. The dynamic range, resolution, and color depth achievable with digital images have expanded the creative possibilities for filmmakers. Additionally, the ease of use, accessibility, and cost-effectiveness of digital technology have further contributed to its widespread adoption in the film industry.

Use of CGI, VFX, and DI Technologies

CGI, VFX, and DI have brought about significant advancements in the digital transformation of cinema, particularly in Tamil cinema. These technologies have allowed filmmakers to create stunning visuals and push the boundaries of storytelling.

Computer-Generated Imagery (CGI)

CGI is used to create digital effects, characters, and environments that would be impossible or too expensive to create using traditional methods. In Tamil cinema, CGI has been used extensively in recent years to create realistic and fantastical visuals.

Visual Effects (VFX)

VFX encompasses a wide range of techniques used to enhance or manipulate the visuals in a film. This can include anything from adding simple elements like smoke or fire to creating complex scenes involving digital characters and environments. VFX has been used in Tamil cinema to create breathtaking visuals and bring imaginative stories to life.

Digital Intermediate (DI)

DI is a post-production process that involves digitizing the film footage and manipulating it using color grading, compositing, and other techniques. DI has been used in Tamil cinema to enhance the visual appeal of films and create a distinct look and feel.

Recent Examples of Tamil Films Utilizing CGI, VFX, and DI

Indian 2 (2024): This vigilante action thriller directed by S. Shankar is a sequel to the 1996 film Indian. Kamal Haasan reprises his role as the vigilante Senapathy, who fights against corruption. The film utilises extensive VFX and DI to create action sequences and enhance the visual storytelling.  The use of VFX in this film is extensive, primarily aimed at crafting visually stunning and impactful action sequences. The seamless integration of VFX elements enhances the dynamism and intensity of these sequences, adding a layer of visual spectacle that complements the film’s vigilante action thriller narrative. Additionally, VFX is employed to support the film’s storytelling by creating visually compelling environments and effects that immerse the audience in the narrative (FC, 2023).

Jailer (2023): This action film directed by Nelson Dilipkumar stars Rajinikanth as a retired jailer who goes on a mission to save his family. The film features impressive VFX and DI, particularly in the action sequences and the creation of a thrilling climax. Visual effects (VFX) are instrumental in augmenting action sequences, thereby increasing their visual impact and intensity. The film’s denouement, in particular, is elevated by the application of VFX, which aids in crafting a visually magnificent and suspenseful conclusion. The judicious deployment of VFX in these segments enriches the comprehensive viewing experience, imprinting a enduring memory upon the spectators (Jailer Cinematographer Vijay Kartik on Weird Angles, Silhouettes and Visual Comedy in The Rajinikanth-Starrer, n.d.).

Leo (2023): This action thriller directed by Lokesh Kanagaraj stars Vijay in the lead role. The film is part of the Lokesh Cinematic Universe (LCU) and features interconnected storylines and characters from other LCU films. VFX and DI play a crucial role in creating the film’s stylized action sequences and establishing its connection to the wider LCU. VFX plays a crucial role in amplifying the action sequences, making them more visually impactful and thrilling. The film’s climax, in particular, benefits from the use of VFX, which contributes to the creation of a visually spectacular and suspenseful finale. The strategic use of VFX in these sequences enhances the overall viewing experience, leaving a lasting impression on the audience. VFX is instrumental in crafting the film’s stylized action sequences, giving them a distinct visual flair and enhancing their impact. Furthermore, VFX is employed to establish the film’s connection to the wider Lokesh Cinematic Universe (LCU). Through the use of visual effects, the film seamlessly integrates elements and characters from other LCU films, creating a sense of continuity and expanding the universe’s narrative scope (hiteblog, 2024).

Maaveeran (2023): This action film directed by Madonne Ashwin stars Sivakarthikeyan as a timid cartoonist who gains superpowers. The film utilizes VFX to portray the protagonist’s transformation and create visually engaging action sequences. VFX is creatively utilized to portray the protagonist’s transformation, a pivotal element in the film’s narrative. The visual effects used to depict this transformation are visually engaging and convincing, adding a layer of visual appeal and enhancing the audience’s immersion in the story. Additionally, VFX is used to create visually captivating action sequences that complement the film’s superhero narrative (PhantomFX, 2024).

Captain Miller (2023): This period action drama directed by Arun Matheswaran stars Dhanush as a rebel leader fighting against British colonial rule in the 1930s. The film utilizes VFX and DI to recreate the historical setting and enhance the visual storytelling.  VFX plays a crucial role in recreating the film’s historical setting, transporting the audience to the 1930s. The meticulous use of VFX to depict the period-specific environments, costumes, and props adds a layer of authenticity and enhances the visual storytelling. VFX is also used to enhance the action sequences, making them more visually impactful and immersive (Dhanush’s Captain Miller Vs Sivakarthikeyan’s Ayalaan: What to Expect This Pongal, n.d.).

Thangalaan (2024): This historical action-adventure film directed by Pa. Ranjith stars Vikram in the lead role. Set in the pre-independence era, the film tells the story of a tribal group fighting for their rights. VFX and DI are used to recreate the historical setting and enhance the visual appeal of the film. VFX is employed to recreate the film’s pre-independence era setting, contributing to the film’s visual appeal and authenticity. The use of VFX to depict the historical environments, architecture, and cultural elements helps to immerse the audience in the film’s narrative world. Additionally, VFX is used to enhance the visual storytelling, creating visually compelling scenes and sequences that complement the film’s historical action-adventure narrative (HYBRID STUDIOS on Instagram, 2024).

The use of VFX in these Tamil films demonstrates its versatility and potential to enhance various aspects of filmmaking, from action sequences and visual storytelling to world-building and character transformations. As VFX technology continues to advance, we can expect to see even more innovative and impressive applications of VFX in Tamil cinema, pushing the boundaries of visual storytelling and creating immersive cinematic experiences for audiences.

AI in Tamil Cinema

In the film “Aayutham,” director Gugan Senniappan employed open-source AI plugins to generate 3D images, showcasing a novel approach to visual effects in Tamil cinema. While he initially intended to use this technology to create a younger version of actor Sathyaraj, logistical challenges prevented the execution of this plan. This instance highlights the growing exploration and adoption of AI tools in Tamil filmmaking, pushing the boundaries of creative expression and technical innovation (Senniyappan, 2023).

In the Tamil film “GOAT,” director Venkat Prabhu utilised AI-driven VFX to de-age actor Vijay for specific scenes. This innovative technique involved gathering extensive visual data of Vijay, including images from his youth, to train AI algorithms that could accurately generate a younger version of the actor’s face. This de-aging technology marks a significant advancement in Indian cinema, allowing for a more immersive portrayal of characters across different ages and pushing the boundaries of visual storytelling (Venkat, 2024).

The Tamil film “GOAT” (Greatest of all Time) has been noted for its innovative use of artificial intelligence (AI) in film production. The film’s production team employed AI to recreate the voice of the late singer Bhavatharini for the song “Chinna Chinna Kangal,” with the assistance of Krishnan Chetan, an associate of A.R. Rahman. This technique has also been used by A.R. Rahman in the film “Lal Salaam” to recreate the voices of the late singers Shahul Hameed and Bamba Bakya (Rahman, 2024). While there was speculation that the film might utilize AI to recreate the voices of other late singers, such as S.P. Balasubrahmanyam or Malaysia Vasudevan, there has been no official confirmation of this.

The Tamil film “Kanguva” has employed AI technology to address the challenges of dubbing across multiple languages. Instead of relying solely on traditional dubbing artists, the film’s producers opted to use AI to recreate actor Suriya’s voice in dubbed versions, including those in foreign languages like Russian (India Today Entertainment Desk, n.d.). This approach aimed to maintain the consistency and authenticity of Suriya’s performance across different language versions, potentially enhancing the viewing experience for a wider audience (TOI Entertainment Desk, 2024). However, this decision has also sparked debate regarding the potential impact on the livelihoods of professional dubbing artists (Nyayapati, 2024).

Artificial intelligence (AI) is rapidly transforming the digital technology landscape and is poised to revolutionise the entertainment sector, including Tamil cinema. Even in its early stages of adoption, AI is making a remarkable impact on Tamil filmmaking, promising significant advancements in the years to come.

Statistical Analysis

Digital Technology as a Catalyst for Growth – Production Shift

The Tamil film industry has undergone a remarkable transformation since it began adopting digital technology in the 2011-2012 fiscal year, with only three films initially censored in digital format. Within three years the complete Tamil film industry transformed to digital technology releasing all the films in digital format transitioning from traditional celluloid filmmaking to digital technologies. This shift has been aided by the rapid replacement of theatre projection projection systems from celluloid film projectors to digital film projectors. The pioneer who has achieved this shift is the QUBE system. Following this shift of digital projectors in theatres the producers quickly shifted to digital workflow suiting the digital projection.

While the qualitative analysis has shown a great leap the Tamil cinema has taken after the transformation to digital technology, the qualitative analysis is also considered from the data from CBFC and Ormax Box Office report.

Table 4.1 Number of Films Released in Celluloid and Digital Formats

(CBFC, n.d.)

Graph 4.1 Yearwise Films Released in Celluloid and Digital Formats

By 2017-18, celluloid films had completely disappeared from the industry, with digital formats accounting for all 250 film releases.  This data underscores the transformative impact of digital technologies on the Tamil film industry which has doubled in numbers after the shift to digital technology, indicating the industry’s vibrancy and potential. The number of films produced doesn’t show a clear upward or downward trend. It fluctuates between 250 and 561 throughout the period. An increase in film production is observed in recent years, especially in 2021-22 and 2022-23, with 561 and 553 films produced respectively. This could indicate that digital technology is making film production more accessible, leading to a higher volume of films being made.

Digital technology has made filmmaking more accessible to a wider range of individuals and production companies. The lower cost and ease of use of digital equipment have enabled smaller players to enter the industry and compete with established studios (Subramaniam, 2019). Digital technology has expanded the creative possibilities for filmmakers, enabling them to experiment with new narrative styles and storytelling techniques. The use of CGI, VFX, and DI has allowed for the creation of stunning visuals and fantastical worlds, pushing the boundaries of cinematic expression that has attracted audience to theater.

Digital Technology as a Catalyst for Growth – Revenue Shift

Digital technology has transformed the trade dynamics of the industry, creating new revenue streams and distribution models. The emergence of digital platforms has expanded the reach of Tamil films, allowing for simultaneous releases across multiple screens and on-demand viewing options.

Table 4.2 Yearwise Film Revenue

(ORMAX MEDIA, n.d.)

Graph 4.2 Yearwise Film Revenue

The provided data reveals interesting trends in the Tamil film industry’s gross revenue and the number of films produced between 2013-14 and 2023-24. Despite some yearly fluctuations, the overall trend shows an increase in gross revenue. This suggests the industry is experiencing growth, although it’s not a consistent, linear progression. A notable dip occurred in 2020-21, with revenue dropping to 324 from 1460 in the previous year. This decline aligns with the COVID-19 pandemic’s impact on the entertainment industry globally. The years 2022-23 and 2023-24 demonstrate a strong recovery with revenue reaching 1724 and 1961, respectively. This rebound could be attributed to pent-up demand post-pandemic, increased adoption of digital platforms, and potentially the success of specific films. This data interpretation highlights the dynamic relationship between the Tamil film industry’s revenue, film production, and the evolving digital landscape. While digital technology presents opportunities for growth and innovation, it also brings challenges that require strategic navigation for continued success.

Digital Technology as a Catalyst for Growth – CG Industry Shift

The table presents the estimated revenue of the CGI industry in India, broken down into Animation and VFX (Visual Effects) segments, with figures provided in billions. The data spans from 2013 to 2024.

Table 4.3 Yearwise Film Revenue

(FICCI, 2017; #Reinvent India’s Media & Entertainment Sector Is Innovating for the Future,

Graph 4.3 Yearwise Film Revenue

• Consistent Growth: Both the Animation and VFX sectors have generally experienced growth over the years.
• VFX Dominance: The VFX segment’s revenue consistently surpasses that of Animation.
• VFX Growth Acceleration: The growth rate of VFX appears to be faster than Animation. For instance, VFX revenue saw a significant jump from 30.2 billion in 2018 to 50 billion in 2019.
• 2020 Dip: A noticeable dip in VFX revenue occurred in 2020, likely attributed to the global impact of the COVID-19 pandemic.
• Strong Recovery and Projection: Both segments show recovery from the 2020 dip. Projections for 2024 indicate continued growth, with VFX expected to reach 63 billion and Animation reaching 40 billion.

Overall, the table suggests a thriving CGI industry in India, with VFX emerging as a particularly dynamic and rapidly growing sector.

The table showcases the shifting dynamics within the entertainment industry, specifically highlighting the growing prominence of the digital sector in comparison to film.

Table 4.4 Year Wise Revenue Share of Film and Digital Media

(Media and Entertainment Industry in India, Indian Media Industry, n.d.)

Graph 4.4 Year Wise Revenue Share of Film and Digital Media

• Over the years, there’s a clear trend indicating a steady increase in the digital sector’s share. This suggests a gradual shift in audience preferences and consumption patterns, with a growing inclination towards digital platforms for entertainment.
• While the film sector maintains a significant presence, its share relative to the digital sector shows a declining trend. This could be attributed to factors like the rise of streaming services, increased internet penetration, and changing viewing habits.
• The data underscores the growing influence of digital platforms in shaping the entertainment landscape and the need for the film industry to adapt to these evolving dynamics.

Emergence of Ott Platform and Film Distribution

The emergence of Over-The-Top (OTT) platforms has significantly transformed the film distribution model in the digital age. These platforms have disrupted the traditional film distribution chain by delivering film and television content directly to viewers over the internet, bypassing traditional channels like movie theatres and television networks. Examples of such platforms include Netflix, Amazon Prime Video, and Disney+ Hotstar. Interestingly, some films released on OTT platforms, such as The Great Indian Kitchen, have also seen success in theatres after their initial online release (Onmanorama Staff…, 2021).

OTT platforms have democratised content distribution, providing opportunities for a wider range of filmmakers, including independent filmmakers and smaller production companies, to showcase their work to a global audience, bypassing the traditional gatekeepers of the film industry. These platforms have also created new revenue streams for filmmakers, such as digital rights and subscription fees, allowing them to monetize their content beyond the traditional box office and television rights.

Furthermore, OTT platforms have enabled Tamil cinema to reach a global audience, transcending geographical boundaries and increasing the visibility and recognition of Tamil films and filmmakers on an international scale (Subramaniam, 2019). The global reach and on-demand nature of these platforms have allowed filmmakers to connect with new audiences and build a loyal fan base. Additionally, OTT platforms provide valuable data and insights into audience preferences, informing future content creation and distribution strategies. By embracing these platforms and adapting to the changing digital landscape, Tamil filmmakers can continue to innovate, reach new audiences, and thrive in the global film market (Ponniyin Selvan 2, Leo, Kanguva, Thangalaan, n.d.).

Table 5.1 Language Based Revenue

(Desk, 2024)

Graph 5.1 Language Based Revenue

The table suggests a potential decline in Tamil language film viewership in theaters between 2022 and 2023. While other languages like Hindi and Hollywood saw an increase in their theater audience, the Tamil audience base slightly decreased. This could indicate a shift in viewing habits among Tamil audiences, possibly due to the rise of OTT platforms. OTT platforms offer convenience and accessibility, allowing viewers to consume content at their own pace and preference. This shift towards OTT platforms might be impacting the theatrical viewership of Tamil films. By making filmmaking more accessible, transforming trade dynamics, and expanding creative possibilities, digital technology has aided the industry’s advancement and growth. As new media technologies continue to evolve, the Tamil film industry is well-positioned to further leverage these advancements and continue its trajectory of progress and innovation.

FINDINGS

Digital technology has ushered in a profound revolution across every facet of Tamil cinema, fundamentally reshaping its production landscape. This paradigm shift from the traditional celluloid era to digital formats has not only dismantled long-standing technical and financial barriers but also redefined the industry’s creative and economic dynamics.

At its core, digital technology has profoundly “democratised filmmaking,” making the tools and processes of cinematic creation far more accessible and affordable to a broader spectrum of artists. This newfound ease of access has sparked a vibrant surge in film production, enabling a new wave of filmmakers, previously constrained by the prohibitive costs and complexities of celluloid, to enter the industry. Consequently, a diverse array of fresh perspectives, innovative storytelling approaches, and varied narratives now enrich Tamil cinema, challenging established conventions and expanding the very boundaries of cinematic expression.

Beyond accessibility, digital advancements have propelled Tamil cinema into an era of unparalleled visual excellence. High-budget productions are now leveraging sophisticated Computer-Generated Imagery (CGI), Visual Effects (VFX), and Digital Intermediate (DI) techniques to craft breathtaking visuals and immersive cinematic experiences. This commitment to “visual grandeur” has not only captivated audiences but has also stimulated significant investment, leading to elevated production values and extending the global reach of Tamil films. The dynamic growth of the CGI industry in India, particularly its VFX sector, directly reflects this increasing reliance on advanced visual technologies to push the boundaries of storytelling.

Furthermore, the integration of digital technology has profoundly transformed the industry’s trade dynamics, pioneering new revenue streams and distribution models. The emergence of digital platforms, notably Over-The-Top (OTT) services, has provided unprecedented opportunities for content distribution. Films can now bypass traditional theatrical release patterns, reaching a global audience simultaneously across multiple screens and through on-demand viewing options. This digital ecosystem has not only expanded the reach of Tamil films but also opened up new avenues for monetization, empowering filmmakers to connect with diverse audiences worldwide.

In essence, digital technology serves as a powerful catalyst for growth and innovation within the Tamil film industry. By fostering greater accessibility, expanding creative possibilities, and revolutionizing distribution, it continues to fuel the industry’s advancement. As new media technologies continue their rapid evolution, the Tamil film industry stands poised to further leverage these developments, ensuring its continued trajectory of progress and innovation in a dynamically evolving cinematic landscape.

CONCLUSION

Digital technology has profoundly reshaped cinematic production, instigating a comprehensive revolution across all facets of filmmaking. The shift from conventional celluloid to digital formats has fostered a more democratic filmmaking process, enhancing both accessibility and economic viability. This technological evolution has significantly altered the filmmaking workflow, encompassing image capture, audio recording, editing, and cinematography. Furthermore, the advent of digital platforms has broadened the reach of Tamil cinema, facilitating simultaneous releases across diverse screens and enabling on-demand viewing alternatives. Consequently, digital technology has substantially propelled the progress and expansion of the Tamil film industry by rendering filmmaking more attainable, redefining commercial dynamics, and amplifying creative avenues.

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