Indian cinema has long been celebrated for its rich storytelling, often drawing from folklore, mythology, and grand narratives. But in recent years, there has been a shift in the industry, with artificial intelligence beginning to play a role not just in production but in marketing and audience engagement. Filmmakers are experimenting with AI to bring viewers closer to the story, allowing them to interact with the narrative world in ways that were previously impossible.
Hombale Films has emerged at the forefront of this trend with an innovative campaign for Kantara: Chapter 1. Ahead of its multilingual release, the studio launched the Kantara World AI Prompt Challenge, a fan-driven initiative that transforms traditional promotion into an immersive experience. Through this campaign, audiences are invited to place themselves directly into the mystical universe of the film, effectively turning spectators into participants and blurring the line between storytelling and engagement.
Kantara’s AI Campaign brings the audience into the story
Hombale Films’ marketing campaign for Kantara: Chapter 1 represents a significant departure from conventional film promotion. Through the Kantara World AI Prompt Challenge, fans are invited to upload images of themselves, which are then transformed into cinematic visuals set within the film’s mystical universe. This approach allows audiences to visualize themselves as part of the story, effectively turning them from passive observers into active participants.
The campaign not only generates organic engagement on social media but also fosters a deeper emotional connection between the film and its audience. Each AI-generated image becomes a personalized portal into the narrative world, reflecting the film’s folklore-rich aesthetic and mystical themes. By allowing fans to participate actively, Hombale Films is redefining the boundaries of audience involvement in film marketing.
Industry analysts note that such AI-driven initiatives mark a shift in the way studios approach pre-release engagement. Rather than relying solely on trailers, posters, or star appearances, campaigns like this use technology to immerse audiences in the story itself, creating anticipation that feels participatory rather than passive.
Decoding the AI campaign strategy
The brilliance of the AI campaign lies in its ability to transform traditional film promotion into an immersive fan experience. Rather than relying only on trailers, posters, or celebrity interviews, Hombale Films invited audiences to step directly into the mystical universe of Kantara, a world defined by dense forests, ancient rituals, and spiritual undertones that are almost characters themselves. Using AI, fans could visualize themselves within this universe, interact with its iconic moments, and share their creations online, effectively becoming part of the story before the film was even released.
This strategy created an emotional pre-release connection, making fans feel a sense of belonging and ownership in the narrative. By turning marketing into an interactive experience, the campaign generated unprecedented buzz, amplified on social media, and transformed audience engagement into a participatory adventure. The AI initiative perfectly mirrored the atmospheric and cultural richness of Kantara, ensuring that every interaction resonated with the film’s themes and drew viewers into its enchanting world long before the first scene appeared on screen.
The rise of Interactive Cinema through AI in India
The rise of interactive cinema through AI is transforming how stories are told, produced, and experienced in India. Filmmakers are using technology to create immersive narratives that engage audiences in groundbreaking ways.
AI in Indian Filmmaking:
In recent years, Indian cinema has increasingly embraced artificial intelligence across production, storytelling, and marketing. This integration of AI is enabling filmmakers to experiment with new creative possibilities, streamline workflows, and engage audiences in more immersive ways.
Pioneering AI-Generated Films:
Naisha is promoted as India’s first AI-generated feature film. IRaH also used AI to create nearly 60% of its visual sequences, showcasing how technology can augment creativity while reducing production costs.
Mainstream Directors Experimenting with AI:
Renowned filmmaker Lokesh Kanagaraj explored AI-generated imagery for stars like Rajinikanth in Coolie. This included de-aging, voice recreation, and pre-visualization of complex action sequences.
AI Transforming Music and Narratives:
Tuk Tuk featured an AI-created lyrical video, highlighting AI’s impact on music and visual storytelling. A reimagined version of Raanjhanaa explored an AI-generated “Happy Ending,” demonstrating the potential for alternate narratives.
A New Era of Storytelling:
These examples collectively point to the emergence of interactive, tech-driven storytelling in Indian cinema, opening doors to creative experimentation and novel audience experiences.
Market growth and adoption of AI in the entertainment market
The global AI in film market is experiencing rapid growth, projected to expand from USD 1.8 billion in 2024 to USD 14.1 billion by 2033, at a compound annual growth rate (CAGR) of 25.7%, according to Market.us. In India, the AI in the media and entertainment market is currently valued at USD 920 million, driven by digital transformation and the adoption of AI technologies in content creation, personalization, and advertising.
Looking ahead, the India Generative AI in Media and Entertainment Market is expected to grow from USD 17.52 billion in 2024 to USD 912.04 billion by 2035, at a CAGR of 15.24%, highlighting the immense potential of AI to reshape the Indian media and entertainment landscape. This growth signals a transformative era where technology and creativity converge, enabling innovative storytelling and personalized content experiences. As AI continues to evolve, it will not only redefine production and distribution but also open new opportunities for filmmakers, audiences, and the industry at large.
Could AI be the future of Filmmaking?
Artificial intelligence is no longer just a behind-the-scenes tool; it is emerging as a true creative partner in filmmaking. By enabling AI-generated films, interactive fan campaigns like Kantara, and advanced visual storytelling techniques, the industry is already exploring new ways to improve creativity, streamline production, and engage audiences on a deeper level. With rapid technological advancements and a growing market, AI is poised to play an increasingly central role in shaping the future of cinema. It offers filmmakers the ability to experiment while giving audiences immersive and personalized experiences, making it clear that AI is not just a possibility but a driving force in the next era of filmmaking.
With its immense potential to revolutionize storytelling, production, and audience engagement, AI stands ready to transform cinema into a more interactive, efficient, and creatively boundless medium, opening doors to possibilities that were once unimaginable.
