Actor-turned-entrepreneur Akshay Jha, recognized for his performances in Mission Mangal and Class of '83, has embarked on a new venture aimed at transforming the way independent cinema is experienced and distributed. Through his initiative, Cinema Salon, Akshay is building a global, experience-driven platform that brings indie films directly to audiences via curated, in-person screenings and discussions.
Addressing a Persistent Challenge
Having navigated the film industry as an actor, Akshay witnessed a recurring challenge that ultimately steered him towards this new path. He states, “Making a film is difficult, but not as difficult as putting it out. Despite all sorts of laurels, there are so many films that are just rotting away. From an audience’s point of view, they don’t seem attractive enough. From a distributor’s point of view, there is no audience. It’s a catch-22. If you don’t put the content out, how will you build the audience?”
Cinema Salon: A New Approach
Cinema Salon is his response to this gap, aiming to bypass conventional theatrical limitations and create a more engaging experience for viewers. The platform curates screenings that go beyond passive viewing, encouraging dialogue and deeper engagement between filmmakers and audiences. For Akshay, the transition from acting to founding a platform was also deeply personal. He shares, “I don’t like being dependent on anyone. As an actor, you are a cog in a wheel. I am more interested in driving the car on which the wheels are attached and taking as many passengers along with me as I can.”
Audience Demand for Community
At a time when OTT platforms dominate content consumption, he believes audiences are now seeking something more tangible and community-driven. He says, “The OTT boom is over, and now everyone seems to be scripting for second or third-screen viewing. By and large, the quality has dropped. Audiences are looking to leave their screens behind and engage with other humans. We provide that opportunity within the realm of films.”
Immersive Format and Benefits
Cinema Salon’s format is designed to create a structured and immersive experience where audiences do not just watch films, but actively engage with them. For filmmakers, it offers a chance to directly connect with viewers. He explains, “This format allows filmmakers to find their audiences. It creates a path for their thoughts and philosophies to reach audiences in a way traditional film watching often cannot.” He also points out that the model reduces financial strain by eliminating expenses such as multiple film copies and heavy publicity costs.
Global Expansion Plans
Following a successful showcase in Mumbai, Cinema Salon is now expanding internationally with upcoming screenings planned in Madrid, Cannes, and Berlin. Interestingly, Akshay is not overly concerned about cultural barriers. He says, “This is the least of my concerns. We are all humans with emotions, needs, desires and grief. A well-told story will cut across demographics.”
