Overall, if you manage to do a case study of South Indian demography and the OTT platforms, this recent case surrounding “Manjummel Boys” will come out as a major exception, as the blockbuster Malayalam film is nowhere close to getting an OTT partner.
A big movie like this should definitely be snatched by the major OTT players, but that isn’t really happening.
This wasn’t really the case if you turn back time; most movies were able to strike some big deals on OTT beforehand, but the scenario has changed. This year, despite an astronomical run at the box office, a film like “Manjummel Boys” has to suffer in terms of an OTT release, and that too for a price tag-related issue.
See, money definitely doesn’t grow on trees, but if you talk about the entertainment industry, it is growing with every passing day, and lucrative deals are as normal as morning tea and biscuits.
Let’s talk the talk first: “Manjummel Boys” managed to gross ₹140 crore, which is definitely a ginormous feat for any Malayalam film, and that number can be as high as ₹150 crore in the upcoming days. Even in India, as of now, the film has grossed over ₹85 crore. So, with the spirits of numbers not lying, it is clear that the movie has enough momentum.
Now, let’s walk the walk.
The asking price for “Manjummel Boys'” OTT distribution was around ₹20 crore, and keeping the current markets in mind, it’s not a price where the platforms can have the freedom to raise their eyebrows. A time where Malayalam films are going mainstream and with good advertisement, the film will be worth every penny.
Even the giant trifecta of Hotstar, Netflix, or Prime Video is not coming forward with that price point, which even a year ago would have been a lucrative deal for the price point.
So, what are the OTT platforms asking?
They aren’t interested in going beyond ₹10.5 crore, and that too for all the languages, some annonymous sources are stating. The difference is like heaven and hell. Now, OTT platforms are extremely skeptical about what to buy, and that is even being reflected in the Tamil films, which are definitely the darlings when it comes to an OTT run.
The platforms are stating that “Manjummel Boys'” box office run will affect the OTT viewership; it will definitely have a longer theatrical window. So, as the window comes to its dusk, the charm will vanish, and they are predicting a below-average performance for the film.
So, as of now, there are no OTT buyers for the Malayalam blockbuster “Manjummel Boys.” Something smells fishy.
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