The Covid-19 pandemic has compelled producers of big ticket films to have a relook at the release model of their films. While smaller films have chosen to release directly on digital, bigger films with A-list stars are holding out for a theatrical release. The makers of Akshay Kumar‘s Bell Bottom, despite receiving humongous offers from top OTT platforms, have decided to release the spy thriller only in theatres, much to the delight of theatre-owners. After all, theatre-owners have been hit the hardest in the entertainment industry due to the extended Covid-induced shutdown.
However, now there’s talk that Emmay Entertainment and Pooja Films, the producers of Bell Bottom, are exploring the option of keeping a short theatrical window for the film, and then releasing it quickly on a top streaming platform. The producers have proposed a theatrical window of just 14-17days, after which Bell Bottom will release on streaming.
This has brought multiplex-owners at loggerheads with the producers. They are of the view that Bell Bottom must stay for at least 28 days in theatres, to give multiplex-owners a chance to make decent revenue. Multiplex owners ask that why will audiences step into theatres to watch a film they know they can watch for free on streaming just two weeks later.
In recent days, Tamil film Master and Telugu film Wild Dog have released on streaming with very short theatrical windows of 15 days and 20 days respectively. Bell Bottom makers are keen to follow the same model. Not happy with the proposal, multiplex owners have said that they might not exhibit the film on their screens at all, effectively boycotting the film from their multiplexes.
Let’s hope a suitable compromise is thrashed out by all stakeholders and things work out to everyone’s liking.