Many actors, of late, have claimed that the online space is much more freeing, and gives an equal chance to makers and artistes. However, Kunal Kemmu wants to add a “so far” to his opinion that OTTs are more democratic than films. “It is too early to just pass a judgement on the fact that everything is great. The business model is not box office, but subscription driven,” he says.

He adds that the platforms keep a close tab on the viewing habits of the audience, but don’t reveal it. “They don’t just keep a track of who started watching something, but who finished it too. They are able to track what was the attention to every single episode,” he explains.

The fact that people have the power to drop a show or film midway is liberating for viewers, but doesn’t it also mean that since the attention span is so small, the plethora of options at hand will lead to each project not getting its due? Kemmu, 37, says that’s the “nature of the beast”. “We earlier said we can’t make three hour films and brought it down to two; songs running into seven-eight minutes now last for just two,” he says.

He adds that to any purist of cinema, that is “unacceptable”. “I used to think how will you watch a film, when the whole experience of watching one is about going to a theatre, and watching it with surround sound and on a 70mm screen?’ All that is changing. At the end of the day, supply and demand works this way,” he concludes.