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    ET GBS: Shah Rukh Khan talks big data, digitisation; says appointment cinema will be over

    Synopsis

    The actor reiterated that technology has democratised the way cinema is being produced and consumed.

    Big data will aid in how we market content in cinema: Shah Rukh Khan at ET GBS 2018
    Actor Shah Rukh Khan took centre stage on the second day of the ongoing ET Global Business Summit.

    And in trademark King Khan style, it was loaded with wit and humour. In his opening remark, he humourously said that he had no cycling business to inherit from his father, who though was very tall didn't leave any (tall) empire to take over!

    The actor talked of big data and digitisation and how the medium is shaping up to feed the imagination of an audience that has plenty of choices at hand. And more choices meant that production houses would have to step up their act.

    "Radical movement away from the content itself will mean trouble for big production houses ," Shah Rukh said.

    Technology has brought about democratisation of cinema (viewing) and that has also meant the end of appointment cinema, the 'Chak De' actor said. With video streaming services like Netflix, Amazon Prime and Hotstar there was no need for go to movie halls any more. And the entry of such players will ensure that quality cinema lasts.
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    The actor may himself star in a web series, if the content is good, he said.

    Talking about the need to invest in the industry, the actor said, "We need to make money for this industry to grow. Only then can we invest it back.

    " It is frowned upon when actors make money. But this money can be invested in smaller films, the ones that go beyond the formula," he added.

    King Khan aIso had a word of advice for those interested in the business of entertainment: If you are planning to invest in the business of cinema, do so in talent with good ideas which ensnare the imagination, and feed emotion.

    Artificial intelligence, virtual reality will hold the key in the cinema of 21st century, reducing appointment cinema to a zero.

    Shah Rukh Khan at Global Business Summit

    (Image: BCCL)

    Earlier on Thursday night, Khan attended a session by PM Modi. Joining the actor in the audience were Donald Trump Jr, Netflix CEO Reed Hastings, Uber CEO Dara Khosrowshahi, ArcelorMittal boss LN Mittal, Sadhguru Jaggi Vasudev, Rahul Bajaj, McKinsey head Dominic Barton and many others on a star-studded night in the Capital.



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