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Before 2020, a Bollywood film’s success depended on a theatrical trailer and a music launch on television. Now, a film is discovered via clips. For example, the crime drama Animal (2023) did not go viral because of its plot summary; it went viral because a 12-second clip of Ranbir Kapoor dragging a rifle through a field, paired with a thumping background score, dominated feeds for two months. The clip was the marketing campaign.

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The commercial value of a film's library has expanded beyond traditional satellite television and streaming platform licensing. Rights management companies now monetize film libraries by breaking catalog movies into thousands of individual digital clips. A single comedic scene from a 1990s Bollywood film can generate millions of monthly views across digital video platforms, creating a steady, long-tail revenue stream from ad revenue and licensing fees. The Structural Impact on Filmmaking Before 2020, a Bollywood film’s success depended on