Screening for Success?

With 2025 proving rocky for films nationwide, the debate over test screenings intensifies, even though regional industries remain sceptical of the Bollywood approach

- BY GAUTAM SUNDER ILLUSTRATION BY JIT RAY

In recent years, the concept of test screenings and focus groups in India have been slowly but surely gaining popularity and legitimacy, with several filmmakers — both upcoming and established taking to the idea of testing the waters before releasing their projects.

From figuring out when to launch a title or gauging if it makes sense for a theatrical or streaming release, to checking if the screenplay appeals to a certain section of the audience, casting choices, as well as marketing strategy, focus groups can go a long way towards determining the final output of a project. However, while Bollywood seems to have well and truly embraced the format, with several large production houses and well-known filmmakers advocating for it, down south, awareness and acceptance of the phenomenon is still far and few in between.

The Southern Shift

The year 2025 has thus far been a rocky one for films across the country, with several tentpole projects tanking spectacularly, both in Hindi as well as the regional languages. Could more films then benefit from adopting test screenings as a procedure before release? Director Sudha Kongara, known for her films such as Irudhi Suttru (2016), National Award-winner Soorarai Pottru (2020) and