Indian film studios are increasingly integrating artificial intelligence into their production pipelines for applications ranging from cost reduction to altering film endings, a trend highlighted by Eros Media World's recent re-release of the 2013 film 'Raanjhanaa' with an AI-generated conclusion.

Retroactive alteration of established narratives using AI has ignited a debate in India's film industry, the world's largest by volume, drawing mixed reactions from creators, industry stakeholders, and audiences. Studios are rapidly adopting these tools to drastically reduce production timelines and operational expenditures, raising questions about artistic integrity, commercial strategy, and the future of storytelling.

What We Know So Far

  • Indian production company Eros Media World re-released the 2013 film 'Raanjhanaa', using artificial intelligence to change its original tragic ending to a happy one.
  • The AI-altered re-release of 'Raanjhanaa' proved commercially successful, with attendance in August 2025 averaging 12% higher than for other films, according to a Reuters report cited by Caliber.az.
  • The move prompted criticism from the film's lead actor, Dhanush, who stated the AI remake "stripped the film of its very soul," as reported by m.economictimes.com.
  • AI applications in Indian cinema now span multiple production stages, including automated editing, generating graphics, and modifying actors' facial expressions to match dubbed dialogue.
  • Studios are reportedly deploying AI at a scale "unseen elsewhere," which includes the development of full-fledged AI-generated films, according to m.economictimes.com.
  • An analysis by consulting firm EY projected that AI could increase revenues for India’s media and entertainment companies by 10% while reducing costs by 15% over the medium term.

How AI is Accelerating Indian Film Production

The Indian film industry is integrating AI tools across the production workflow to enhance efficiency and reduce manual labor. Core applications include automated editing systems for quick rough cuts, AI-powered color grading that standardizes visual tones, and advanced visual effects (VFX) generation. These technologies handle repetitive and time-consuming tasks, freeing human artists for more complex creative challenges.