Cinema Distribution as Cultural Governance: Towards a Theory of Distribution Power in the Digital Media Ecosystem
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Abstract
Film distribution has been traditionally conceptualised as a value-neutral logistical intermediary between production and exhibition. This conception remains unchanged even now despite the fundamental changes brought about by platformisation, algorithmic curation, and transnational streaming platforms in the film distribution industry. This conceptual paper contends that distribution is neither a value-neutral function in the supply chain nor an innocent intermediary but a form of cultural governance that defines the knowledge horizon of the publics, thus exerting ideational and epistemic influence on cultural identity construction. In this study adopting a qualitative and interpretivist research approach, a systematic narrative review of the relevant literature (2015-2026) in media industries studies, political economy of communications, platform studies, and media policies in India has been conducted.
The synthesis leads to the construction of an innovative integrative framework, known as Distribution Power Theory (DPT). It theorises distribution of cultural governance as consisting of four dimensions: infrastructure, algorithmic curation, regulatory-geopolitical governance and framing. The theoretical framework is exemplified by the distribution system in the Indian streamings and theatrical exhibition space, drawing on the regulatory distinction between the Cinematograph (Amendment) Act, 2023-CBFC certification system regulating theatrical exhibition and the co-regulatory Information Technology Rules, 2021 regulating OTT services as an example of regulatory-geopolitical governance. This paper contributes to gatekeeping and platformisation literature by taking them outside of journalism and social media and into film and culture studies, thus providing policymakers and industry practitioners with a way to analyse distribution power through an analytical language. DPT framework is one of the first theories to combine media capital and governmentality literature with platform studies specifically in the context of cinema distribution...
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