350 Copyright © 2020, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 29 DOI: 10.4018/978-1-7998-3511-0.ch029 ABSTRACT With the emergence of digital media, prosumers are providing a new direction of flm funding. Enthusiastic cine-goers are ready to invest in scripts that they believe in by identifying alternative fnancial resources. Crowdfunding has recently emerged as a funding option for all the creative-cultural industries in general. Although the Indian market is still a novice, the creative explorers are ready to take on the chances to vent their artistic expressions. Therefore it is essential to understand what drives people to either create or fund these projects. In this context, this chapter aims to study the basic premise of crowdfunding in Indian flms and analyse the concept of prosumers. INTRODUCTION Present-day, Indian cinema has been through the two most important changes that have changed the perception worldwide. One is the thematic change. It is varied from the simple happy family story to experimental, bold and innovative, completely out of the box. There is no dearth of themes for the pro- ducers with gradual blurring of commercial and parallel cinema. The other is technological change. The digital media especially the social media have played an instrumental role in the emergence of a new Bollywood in terms of revenue generation, promotions, distribution, online viewership, embarking in themes that are bold and experimental, and even capital investment. The emergence of prosumers- A new set of consumers has emerged with entrepreneurial capabilities and who are ready to invest in films. They are the prosumers. Given by Alvin Toffler (1984) in his book The third wave where he argued that with the advent of the industrial age the number of pure consumers will gradually decline giving rise to prosumers –who will produce their goods and services. However, Harnessing the “Crowd” and the Rise of “Prosumers” in Filmmaking in India Mou Mukherjee Das https://orcid.org/0000-0003-0730-9273 Future Media School, India