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For decades, the relationship between Indian cinema and its audience was singular in nature: a dark hall, a projected beam of light, and a collective dream. Bollywood was a passive spectacle. However, the last two decades have witnessed a fundamental shift in the "attention economy." As the Indian consumer sought more agency over their leisure time, Bollywood was forced to step off the screen and into the physical world. This evolution marks the rise of —a sector where cinema is no longer just watched, but inhabited.

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Rahul nearly choked on a noodle. "Ma, please don't click on random links. And 'MMS'? That sounds... suspicious." For decades, the relationship between Indian cinema and