GBS 2026 | Namit Malhotra On 'Doom Of Cinema' Debate Amid AI Era: Industry Keeps Getting Stronger

Amid the debate on the use of AI in cinema, many filmmakers have warned against replacing technology with human creativity. Producer Namit Malhotra, who is currently working on India’s biggest film Ramayana, has shared his take. The producer, known for his enthusiasm for VFX and special effects, is pro-AI, but only if used as a tool. He said that new technologies can change how content is made and consumed. He also shared his view on the "doom of cinema" being near due to OTT and AI chatter. The third-generation producer said that he heard the same decades ago but believes the industry will only get stronger.Namit Malhotra On 'Doom Of Cinema' DebateSpeaking about AI-powered storytelling at theET Now Global Business Summit 2026, Namit Malhotra said,

"There has always been an excitement about how technology is going to enhance the audience's experience. We have gone from a black and white era to sound and colour and then all the different formats that have emerged."He added, "Everybody said that's the doom of cinema. No one will watch cinema. But what happened is that every step of technological advancement actually grew the industry."Malhotra pointed out how during the VHS era, everyone thought that audiences wouldn’t ever choose theatres again. But it only tempted them to watch the films on the big screen."The doom of cinema has been spoken about since the beginning of time, and I think the industry keeps getting stronger," he stated.

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Namit Malhotra On Filmmakers Using AI"We are at yet another inflexion point where there is chatter about how AI and new technologies will change the way movies are being made and consumed, but I feel, ultimately, it's about the job of the filmmaker of enticing and attracting viewers. They're all about getting excited about story, actor, and characters. Technology is a tool in the hands of a director. My view continues to stand - technology is meant to be a tool and not a replacement for the medium. That's why I see AI being an interesting tool in the hands of a filmmaker. It can only create a more engaging and immersive experience, which is what the generations of today and tomorrow are going to want," he said.

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Malhotra said that post-pandemic, with the rise of streaming platforms, content quality has improved across devices, from mobile screens to cinema halls. He noted that technology is being significantly challenged, prompting filmmakers to recalibrate for the right screen and content. The industry is now evaluating whether content is engaging enough to draw audiences to theatres for hours of their time.