Jai no. Normally successful Bollywood films, relying on big stars and huge dance numbers, had a tough 2017. And industry insiders say it wasn’t simply an off-year: Big-budget flicks are increasingly competing with smaller, critically acclaimed offerings or regional-language fare as people’s tastes change in India and abroad. American films are also making inroads, with blockbusters like Thor: Ragnarok filling Indian theaters. And to keep up, the business is starting to rely on less ostentatious films, to focus on streaming and favor content over the bottom line.