Lights, Camera, Content: Cinema creators redefine how India watches films

Imagine you are home alone on a rainy Friday night. The lights are dim, dinner is on the way and you are scrolling. A video begins, “Imagine if…”

That’s how Mumbai-based content creator Andre Borges begins his Instagram reels where he gives recommendations mostly for horror and thriller movies. “The idea was to build a community of people who couldn’t find a movie to watch while eating alone or with their partners,” says Borges. “I’m not here to shit on people. It takes a lot of work to make even bad movies.”