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Have you ever sat down to watch a new movie or TV show and thought, “Haven’t I seen this before?” You’re not alone. More and more people today feel like entertainment — whether it’s films, TV dramas, or even music videos — is stuck on repeat. There’s a growing sense that originality is missing, and in its place are endless remakes, reboots, sequels, and spin-offs.
It’s not just a Hollywood problem. From the bustling cinemas of Lahore to the binge-worthy dramas on Netflix, a wave of recycled ideas is sweeping across the entertainment world. We see another superhero film every few months, the same romantic plotlines in Pakistani serials, and yet another remake of a once-beloved classic. Audiences are starting to ask: Where are the fresh ideas? Where’s the creativity we used to get excited about?
The truth is, the entertainment industry is evolving — and not always for the better when it comes to originality. Big studios and streaming platforms are leaning into what’s familiar and safe. Why? Because it makes money. But this safe approach often sacrifices new voices, unique stories, and groundbreaking ideas. It's like playing the same song over and over again — sure, it’s catchy, but after a while, you crave something new.
In this blog, we’re diving deep into this creativity crisis. We’ll unpack the real reasons why modern entertainment feels so repetitive, from data-driven decisions to risk-averse production houses. More importantly, we’ll explore how creators, audiences, and platforms can flip the script and bring originality back to the spotlight.
Because let’s face it — the world doesn’t need another reboot. It needs bold, untold stories that reflect the world we live in today.
It’s easy to see the pattern: familiar faces, recycled plotlines, and predictable endings. But why has entertainment — from Hollywood to Lollywood — become so unoriginal? Let’s break it down.
One of the most obvious culprits is the franchise machine. Studios are betting big on what’s already proven to work. Why take a risk on something new when you can slap a familiar logo on it and guarantee box office returns?
Look at Marvel, Disney, Star Wars — entire entertainment calendars revolve around sequels, prequels, and spin-offs. In 2024 alone, more than half of the top 10 grossing films were part of a franchise. And it's not just the West. In Pakistan, many TV dramas follow nearly identical story arcs: star-crossed lovers, family rivalries, or the classic "evil mother-in-law" trope.
Reboots are another trend: remaking older shows or films, sometimes shot-for-shot. Instead of investing in new ideas, studios are leaning into nostalgia — and while it works short-term, it slowly erodes innovation.
Streaming platforms have changed the game. Services like Netflix, YouTube, and even TikTok use data and algorithms to figure out what audiences will likely watch. On the surface, it sounds smart — give people what they want. But the dark side? Content becomes formulaic.
Writers and creators now find themselves tailoring stories based on audience retention graphs and click-through rates. That might mean shortening intros, simplifying plotlines, or relying on tropes that are proven to “perform well”. Over time, this turns content into a product shaped by trends, not creativity.
For example, a study from 2023 found that over 70% of original Netflix shows followed similar pacing and character structures, often influenced by what previous hit shows looked like.
Making entertainment isn’t cheap — especially when millions are at stake. With production costs skyrocketing and competition fierce, studios are less willing to gamble on fresh, untested ideas.
Instead, they rely on bankable actors, familiar formats, and pre-sold intellectual property (IP). This “play-it-safe” strategy might make financial sense, but it crushes creative risk. That’s why many promising scripts are shelved in favour of another season of a known hit — or worse, a “safe” remake of a 90s classic.
In Pakistan, many producers avoid investing in fresh writers or experimental formats, fearing backlash or low TRPs. It creates a loop where the same stories — with different casts — dominate screens year after year.
While it’s easy to point fingers at studios and algorithms, the truth is, originality can make a comeback. It just needs support from all corners of the industry: creators, platforms, and audiences. Here's how we can reignite creativity in entertainment.
One of the best ways to revive originality is to invest in independent voices. Indie filmmakers, YouTubers, podcasters, and writers often operate outside the big-budget, algorithm-driven system — and they’re often the ones creating the freshest, boldest stories.
Across the world, independent cinema is making waves. Take Jordan Peele's Get Out — a low-budget original idea that became a global phenomenon. Closer to home, Pakistani web series like Churails and Mrs. & Mr Shameem showed that original, locally-rooted storytelling can break the mould and find massive audiences — both locally and internationally.
Platforms and investors should recognise this and fund creative risk-takers, not just those following trends. Film festivals, creator grants, and mentorship programs can help fresh talent shine.
Believe it or not, audiences hold a lot of power. When viewers demand originality — and support it — the industry listens. The problem is, we often say we want something new but end up watching the same familiar content out of habit.
If we want change, we need to become conscious consumers. That means choosing a lesser-known indie film over a fifth sequel, giving new genres a chance, and spreading the word when something fresh drops.
Even on a local level, Pakistani viewers can change the narrative by tuning into underdog dramas, YouTube channels with fresh formats, or creators experimenting with storytelling.
Big platforms like Netflix, Amazon Prime, and even Hum TV or ARY Digital in Pakistan have a responsibility. Instead of only chasing metrics, they can champion new voices by allocating budgets for experimental, original content.
Netflix's “Originals” strategy has shown some success — but lately, even that feels repetitive. There’s room for improvement: more risk-taking, more support for diverse voices, and less reliance on formulaic writing.
Local channels and streaming services in Pakistan can play a key role too. They need to stop recycling tropes and start trusting younger writers, diverse narratives, and underrepresented genres. Investing in originality may not yield viral success overnight, but it builds long-term credibility and audience trust.
Today’s entertainment landscape is stuck in a loop — a cycle of reboots, sequels, and algorithm-approved content. Whether it’s big-budget Hollywood films, Pakistani dramas, or trending series on global platforms, there’s a growing sense of sameness. And while that’s not entirely a bad thing (nostalgia can be fun!), it becomes a problem when originality is pushed to the sidelines.
We’ve seen how franchise culture, risk-averse studios, and data-driven decisions are stifling creativity. But here’s the good news — originality isn’t dead. It’s just waiting to be rediscovered and championed.
Independent creators are pushing boundaries with fresh ideas. Audiences, when given the chance, do respond to unique, authentic stories. And platforms — both local and global — have the power to shape a more original future by shifting their priorities.
So, what can we do?
Because when originality thrives, entertainment becomes more than just content — it becomes culture, conversation, and connection.
It’s time to stop recycling — and start reimagining.
8 September 2025
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