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The industry is moving toward more immersive and ethical experiences. According to the EY-FICCI report

The Evolution and Impact of Horses in Global Entertainment and Media The industry is moving toward more immersive and

The Evolution of Horses in Entertainment and Media Content Horses have shaped human culture, entertainment, and media for centuries. Their role has transformed from essential working animals to powerful symbols on screen and digital platforms. Today, equine content remains a massive driver of engagement across traditional and modern media. The Cinematic History of Horses The Early Days of Film Today, equine content remains a massive driver of

Most modern media relies on "liberty training," where horses perform complex behaviors—like rearing, bowing, or running to a specific spot—without riders or cues from halters and ropes. Trainers use positive reinforcement, voice commands, and subtle body language to guide the animal. This ensures the horse appears to be acting naturally on camera. Visual Stunts and Safety This ensures the horse appears to be acting

However, as the use of horses in entertainment expands, so does scrutiny regarding their treatment. Animal welfare is a growing concern among the public, with a significant survey revealing that , with falls involving horses being a primary worry. High-profile incidents have exacerbated these concerns. The death of a horse on the set of Amazon’s The Lord of the Rings: The Rings of Power led to calls from animal rights groups like PETA to replace live horses with CGI. Similarly, the 2021 Tokyo Olympics drew global backlash for incidents involving excessive whipping and a horse suffering a noticeable nosebleed during competition, which led to major rule changes.