Despite an increase in the quality of content and popularity at the national level, Assamese cinema struggles to find a place on mainstream OTT platforms, raising concerns about visibility and accessibility.
Assamese cinema is undergoing a creative resurgence, with a new generation of filmmakers redefining the art of storytelling and visual expression. From national festival awards to more consumers clamoring for independent movies, the market has come to a place where it is ripe to go wider with digital distribution. But one glaring shortcoming still stands: while viewers in India and overseas are seeking out regional content on streaming platforms, Assamese films are still nonexistent in the popular OTT players.
A Creative Boom in Assamese Cinema
In the last couple of years, the Assamese cinema has gone quietly into a well of new talent and thought-provoking stories. Films such as Village Rockstars, Aamis, Boomba Ride, and Baghjan have not just got critical success but also won over cinephiles outside Assam. The independent makers are trying out genres, language, and form, in a sign of a larger cultural renaissance in the state.
These movies have been showcased in global festivals and have even managed to get places in high-profile awards circuits. However, on digital platforms, the footprint of Assamese cinema is woefully limited. This shortage has fired increasing anger among filmmakers, producers, and audiences alike.
OTT Landscape: Opportunities and Oversights
India’s OTT boom during the last ten years has revolutionized consumption patterns among audiences. Regional films from states like Kerala, Maharashtra, and Bengal have gained strong momentum on platforms like Netflix, Amazon Prime Video, and SonyLiv. Assamese films, however, have been unable to gain any foothold in these mainstream platforms.
While some titles do find their way onto platforms like Prime Video, most Assamese films are forced to search for other modes of distribution. These typically involve small-scale regional platforms like ReelDrama, an online streaming platform specializing in Assamese movies. Still, the visibility of such platforms remains low, mostly due to a lack of awareness and push marketing.
Even among Assamese viewers, particularly those outside of the state or overseas, there is little awareness regarding sites such as ReelDrama or Movietonne. Consequently, though they have a niche but loyal audience, most Assamese films are unable to achieve the digital traction they deserve.
The Case for Stronger Infrastructure and Promotion
Cinematographers believe the moment has come for strategic intervention. “Assamese films have everything to succeed in the digital era — uniqueness, emotion, and powerful stories,” says filmmaker Maharshi Tuhin Kashyap. “But in the absence of proper infrastructure and marketing, they get lost in the din.”
The issue, as seen by most in the business, is twofold: insufficient investment in local platforms and little attention from national-level OTTs towards Assamese content. In times where multifaceted storytelling is bailed out, this neglect appears increasingly indefensible.
Some producers, like Kenny Basumatary, think cooperation may be the answer. “We need improved collaborations among Assamese creators and streaming firms. There’s demand — it simply needs to be met with supply and visibility.”
A Call to Action
To keep Assamese cinema from being left behind during India’s OTT revolution, the following steps need to be taken:
- More funding and growth of local OTT platforms with enhanced UI, reach, and content curation.
- Strategic marketing initiatives to popularize Assamese films nationally and internationally.
- Government and private support for the digital dissemination of local content.
- Partnerships with big platforms to get slots for Assamese movies and enhance availability.
The Assamese film industry is no longer in its infancy; it is producing rich, nuanced, and globally relevant stories. The digital space offers a transformative opportunity, one that, if harnessed properly, could take Assamese cinema to viewers far beyond the Brahmaputra Valley.
For now, the question remains: with such a strong slate of content ready to shine, when will the platforms catch up?
