In a world dominated by streaming giants like Netflix and Prime Video, Movie Saints is carving out a niche by focusing on empowering independent filmmakers through its unique pay-per-view model. The platform recently acquired Ritesh Sharma’s Jhini Bini Chadariya, a film that Movie Saints owner Ajira Rungta had her eye on since its screening at the 2021 Dharamshala International Film Festival. Upon seeing the film, Rungta immediately recognized it as a perfect fit for her platform—a decision that marked the beginning of an exciting journey with Sharma’s critically acclaimed project.
Jhini Bini Chadariya, presented by renowned filmmaker Anurag Kashyap, exemplifies the type of indie films that find a home on Movie Saints. Unlike other streaming platforms that thrive on subscription models, Movie Saints embraces a pay-per-view approach, drawing cinephiles globally while providing a space for indie filmmakers to recover their costs and gain wider exposure. The primary aim is to establish a parallel ecosystem dedicated to preserving the essence of independent cinema.
Movie Saints was launched in 2019 with the Assamese film Aamis, though the platform faced significant challenges during the pandemic. Despite these hurdles, Rungta remains optimistic about revitalizing Movie Saints, primarily relying on the discerning tastes of audiences who value strong word-of-mouth recommendations. “Filmmakers excel at creating films, yet often struggle with marketing them effectively,” explains Rungta. Her strategy involves bridging the gap between filmmakers and a community of influencers who passionately write about films. Enthusiasts fed up with mainstream cinema are drawn to the unique offerings of Movie Saints, with Rungta encouraging viewers to openly discuss the films they love on social media.
Building a supportive community of film enthusiasts, Rungta aims to create a network dedicated to championing these films, driven by a sheer passion for cinema. Interestingly, she does not view streaming giants like Netflix and Prime Video as direct competitors. “They are competing for subscriptions.
. We are competing against pay-per-view models,” she clarifies, underscoring the distinct nature of Movie Saints’ model.
Moreover, Rungta emphasizes that her platform not only champions indie filmmakers but also ensures they share in the profits. By allocating a portion of ticket earnings to filmmakers, Movie Saints fosters a fairer profit-sharing system. “If Netflix offers a filmmaker a lump sum of R10 lakh, regardless of viewership, it’s beneficial in some cases,” Rungta notes. “But if 1 lakh viewers engage with the film and the filmmaker still earns only R10 lakh, the benefit favors Netflix considerably. Therefore, it’s crucial for filmmakers to be integral to their film’s success.”
Rungta’s appreciation for Jhini Bini Chadariya is palpable. She recounts her first encounter with the film at the Dharamshala International Film Festival and her determination to bring it to a broader audience via Movie Saints. As Sharma’s film toured various festivals, negotiations with traditional OTT platforms fell through, ultimately leading to Rungta’s collaboration with the director.
Throughout its journey, Movie Saints remains committed to fostering an inclusive space where indie filmmakers can thrive. By collaborating with influencers and film communities, the platform is effectively revitalizing its presence in the digital age. Encouraging cinema lovers to engage with lesser-known films and champion those that resonate with them, Rungta catalyzes an organic and authentic buzz that mainstream platforms often overlook.
Ultimately, Movie Saints offers a refreshing alternative to the subscriber-driven markets of Netflix and Prime Video. By prioritizing individuality and autonomy for filmmakers, and by cultivating a community brimming with pure cinematic love, Movie Saints stands out as a distinctive player in the streaming world, steadfast in its mission to empower the voices and visions of indie cinema.
