In recent years, the rise of Over-The-Top (OTT) platforms has brought both joy and challenges to the world of movies. Not long ago, films enjoyed lengthy theatrical runs, often lasting 50 days or more, before being broadcast on television. However, the landscape has changed drastically with the proliferation of OTT services, leading to shorter theatrical windows and financial difficulties for movie stakeholders.
The shortened theatrical runs, sometimes limited to just one or two weekends, have resulted in significant losses for exhibitors. OTT platforms, wary of potential financial risks, are not offering substantial amounts for streaming rights, prompting producers to strike deals for early releases. As a result, films are often available for streaming within a month of their theatrical release, with some medium-budget productions even debuting on OTT platforms in less than three weeks.
This trend has further exacerbated the challenges faced by theatre owners, who struggle to recoup rental costs during weekdays when attendance is low. Additionally, audiences are increasingly opting to watch films on OTT platforms due to their early availability, especially if the movie receives negative reviews. The lack of exclusivity in theatrical releases has diminished the allure of cinema halls, impacting their profitability.
In contrast to the situation in Hindi cinema, where national multiplex chains have negotiated agreements with OTT platforms to delay streaming for up to eight weeks, such arrangements are lacking in the South Indian film industry. This disparity underscores the need for a cohesive approach to address the challenges posed by OTT platforms and ensure the sustainability of theatrical exhibition.
All in all, while OTT platforms offer convenience and choice to audiences, their disruptive impact on theatrical distribution requires careful consideration and collaboration among all stakeholders in the film industry. Finding a balance between digital and traditional distribution channels is essential to preserving the magic of cinema while embracing technological advancements.
