In an era where OTT platforms dominate entertainment consumption, S.S. Rajamouli stands firm on why the theatrical experience remains unmatched. The visionary director behind blockbusters like Baahubali and RRR once used a perfect example involving superstars Salman Khan and Rajinikanth to explain why cinemas will always triumph over streaming platforms.
As Rajamouli gears up for his highly anticipated SSMB29 with Mahesh Babu, his passionate defense of the theater experience becomes more relevant than ever.
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Rajamouli’s Perfect Example: When Stars Meet Big Screens
In a compelling 2022 interview, Rajamouli compared the quality of viewing cinema in theaters versus on OTT platforms, saying: “As an example, let’s say we see an opening shot of Salman Khan or Rajinikanth where they get into a boxing ring and rip open their shirts.”
The director’s explanation was brilliantly simple yet profound: “When you watch that in theaters, you don’t care why they are doing that. The people would just shout, scream, and throw paper to experience it. When you are in the theaters, you will experience that euphoria. However, when you see the same thing on OTT, you will not get the same experience.”
The Science Behind Theater Magic
What Rajamouli describes isn’t just filmmaker preference – it’s backed by entertainment industry insights. Theaters offer a social experience, letting audiences enjoy the movie together, while OTT is mostly a private viewing experience.
This collective euphoria creates an irreplaceable energy that transforms good scenes into legendary moments.
SSMB29: Rajamouli’s Next Theater Spectacle
| SSMB29 Details | Information |
|---|---|
| Director | S.S. Rajamouli |
| Lead Actor | Mahesh Babu |
| Co-lead | Priyanka Chopra Jonas |
| Genre | Globe-trotting jungle adventure |
| Supporting Cast | Prithviraj Sukumaran, R. Madhavan |
| Shooting Location | South Africa (September 2025) |
| Expected Release | 2027 |
| Format Change | Single film (not two-part) |
The upcoming project promises to be another theatrical masterpiece that exemplifies Rajamouli’s belief in big-screen storytelling. Initially planned as a two-part series, the makers have decided to release it as a single venture, ensuring a complete cinematic experience.
Why the Theater Experience Matters More Than Ever
In today’s streaming-dominated landscape, the cinematic experience, with its immersive and social aspects, remains unmatched. Rajamouli’s perspective highlights several key advantages:
Collective Energy: The shared experience of hundreds of people reacting simultaneously creates an unmatched atmosphere.
Scale and Spectacle: Big-budget sequences designed for large screens lose their impact on smaller devices.
Emotional Amplification: The theater environment naturally amplifies emotions, making thrills more thrilling and drama more dramatic.
Technical Superiority: Sound systems, visual quality, and overall production values reach their full potential only in theaters.
The OTT Challenge and Theater Response
While Juniper Research projects nearly two billion active subscriptions to on-demand video services by 2025, directors like Rajamouli continue championing the theatrical experience.
The filmmaker’s approach with SSMB29 – a globe-trotting adventure inspired by Indiana Jones and African folklore – demonstrates how cinema can offer experiences that simply can’t translate to home viewing.
For more insights on the evolving entertainment landscape, check out our comprehensive analysis of cinema vs streaming trends.
The Future: Coexistence or Competition?
Industry experts suggest the future of entertainment consumption is likely to see a coexistence and integration of both mediums, with each catering to different aspects of viewer preferences and experiences.
However, Rajamouli’s SSMB29, with its promised “Never-Before-Seen” unveiling in November 2025, represents filmmaking that demands the big screen treatment.
The film’s official title reveal and the ambitious South Africa shooting schedule starting September 2025 indicate Rajamouli’s commitment to creating spectacular theatrical experiences.
For the latest updates on South Indian cinema and theatrical releases, explore our regional cinema coverage.
The Verdict: Some Magic Can’t Be Streamed
Rajamouli’s Salman Khan-Rajinikanth example perfectly captures why certain cinematic moments need communal viewing. The euphoria of collective audience reactions, the scale of big-screen visuals, and the shared emotional journey create magic that streaming platforms, despite their convenience, simply cannot replicate.
As SSMB29 prepares to hit theaters in 2027, it will likely serve as another testament to why some stories deserve nothing less than the full theatrical treatment.
Watch Rajamouli’s upcoming projects on the big screen, and experience firsthand why the acclaimed director believes theaters will always have their unique place in cinema history.
Frequently Asked Questions
Q: Why does S.S. Rajamouli prefer theaters over OTT platforms for movie viewing?
A: Rajamouli believes theaters provide an irreplaceable “euphoria” through collective audience reactions that OTT platforms cannot match. Using the example of Salman Khan or Rajinikanth’s action scenes, he explains that theater audiences naturally respond with excitement, shouting, and energy that amplifies the cinematic experience, while the same scenes lack this communal magic when viewed on streaming platforms.
Q: Will S.S. Rajamouli’s SSMB29 be released simultaneously on theaters and OTT?
A: SSMB29 is being designed primarily as a theatrical experience, expected to release in 2027. While eventual OTT release is likely, Rajamouli’s filmmaking philosophy prioritizes the big-screen experience first.
