‘The Artist Should Win, Not the Business’: Imtiaz Ali Urges Audiences to Discover Good Films Beyond OTT Platforms

Filmmaker Imtiaz Ali has urged cinema lovers to look beyond mainstream OTT platforms and actively discover films that often remain unnoticed despite their artistic merit. Emphasising that audiences have the power to influence which films become accessible, the director said that cinema enthusiasts should make an effort to seek out meaningful stories rather than limiting themselves to what streaming services readily offer. He also stressed that artistic merit should take precedence over business considerations.

During a recent interaction, Imtiaz was asked about his earlier observation that several excellent films are not necessarily available on popular OTT platforms. When questioned about whether he would encourage audiences to explore such underrated and lesser-known films, the filmmaker called on viewers to become more proactive in their pursuit of good cinema.

“Yes, I would like to tell people: if you are a film enthusiast and want to watch good movies, don't be lazy. Don't limit yourself to just what is easily available on OTT platforms. There are so many wonderful films out there that aren't on OTT; try to discover them and seek them out. If you like a particular director, look at their filmography and identify which of their movies are considered great. If they aren't on OTT, find out where they can be found. Demand them. The market will supply when the audience demands it,” Imtiaz said.

The filmmaker further explained that the responsibility of making good cinema accessible cannot rest entirely with directors, particularly those who may lack the commercial resources or business expertise required to secure distribution deals with streaming platforms. According to him, audience demand can play a far more significant role in determining whether such films eventually find a wider audience.

“No matter how much a filmmaker clamors for it, nothing will happen. Some filmmakers aren't particularly business-savvy either; they might not be able to get their films onto OTT platforms. You know, don't let business win—the artist should win. And for that to happen, the audience needs to step up and ask for the film,” he added.

Imtiaz's remarks draw attention to the growing influence of streaming platforms on film consumption and the challenges faced by films that do not secure prominent digital distribution. While OTT services have made a vast range of content accessible, the filmmaker believes that viewers should not allow platform availability to determine the boundaries of their cinematic interests. His suggestion that audiences explore a director's complete filmography reflects his belief in discovering cinema through curiosity and appreciation rather than convenience alone.

The director's comments also underline the importance of audience participation in supporting independent and lesser-known films. By actively searching for titles, recommending them and expressing demand for their availability, viewers can help create opportunities for films that might otherwise remain overlooked. For Imtiaz, the larger objective is to ensure that creative work receives recognition based on its quality rather than the commercial strength of its distribution.

On the professional front, Imtiaz's latest directorial venture, Main Vaapas Aaunga, was released theatrically on June 12, 2026. The film features Naseeruddin Shah, Diljit Dosanjh, Sharvari and Vedang Raina in prominent roles, alongside Vinod Nagpal, Dolly Ahluwalia, Rajat Kapoor, Sanjay Suri, Manish Chaudhari, Anjana Sukhani, Banita Sandhu and Danish Pandor in supporting roles.

The film follows a grandson caring for his ailing grandfather, who is living with dementia and revisiting memories of a tragic romance set against the backdrop of the Partition of India. Principal photography began in August 2025 and concluded in December of the same year. The film received largely positive reviews, with particular appreciation for Naseeruddin Shah's performance, and went on to emerge as a sleeper hit.

With his latest remarks, Imtiaz has once again highlighted his commitment to storytelling and the importance of recognising cinema beyond its commercial performance. His message to film enthusiasts is clear: discovering good cinema requires effort, and audiences have a crucial role to play in ensuring that deserving films are seen and appreciated.

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