What a turn of events as television premieres make a comeback for recent films, with Munjya being the latest title to join the trend. Now, who doesn’t love rooting for the underdog, right? Munjya was one such title.
With a modest budget of ₹30 Cr, the film grossed around ₹132 Cr, thanks to moderate promotions and strong word of mouth. This success placed the film at the center of attention, especially with the ongoing build-up of the Stree-verse.
One surprising aspect was that fans expected the OTT release to come before the television premiere, but all they could do was wait for Hotstar’s announcement tweet. However, immediately after the television premiere, they received confirmation that Munjya was now streaming on Hotstar.
But why did this happen?
Firstly, it premiered on the linear cable channel of Star Network on the eve of 24th August which is also one of the biggest investors in Hotstar and its parent company. The television premiere led to high advertisement slot prices, bringing in significant revenue. But here’s the catch—it wasn’t pre-announced.
So, why the immediate OTT release?
The simple explanation is piracy. Since the movie aired on television, there was a high chance that people recorded parts of it or even the entire film, and it might already be circulating on the web. Curious viewers would definitely search for it online.
To counteract this, Hotstar quickly released the movie on OTT. It’s quite unusual to see a film of this caliber release on a Saturday night, especially at midnight, but Hotstar did it to curb piracy and boost organic viewership of Munjya.
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