For the actresses of Bollywood, this is both a risk and a revolution. Those who embrace the midnight target—who are willing to be uncomfortable, unglamorous, and unhinged—will define the next decade of Indian digital content. They will not win National Awards for Best Actress in the family category. But they will win something more valuable in the streaming era: the undivided, dilated-pupil attention of the midnight audience.

Furthermore, the rise of immersive audio (Dolby Atmos headphones) and 4K HDR screens in Indian homes means that the midnight viewing experience is superior to the theater for this genre. You can’t watch a tense psychological thriller about a stalked actress in a packed cinema hall at midnight. You watch it alone, in bed, on your laptop.