Releasing mass movies like ‘Master‘ or ‘Krack’ on a digital platform within few weeks of its theatrical release was met with a mixed response. Though undoubtedly the makers would have taken such an unusual decision keeping in mind all the factors at play.
Given that the coronavirus is still out there and not all would be willing to take the risk of going out to the theatres yet, deciding to release popular titles in cinemas and then on an OTT platform after a while seems to be a good and plausible middle ground.
This latest release format served three purposes. First, the cinemas, after a long time got to showcase a film that pulled huge crowd. Second, audience, both those who were waiting for such tentpole films to catch in theatres and those who prefer staying indoors and watch from the safety and comfort of their homes, got what they wanted. And third, it gave the filmmakers the maximum return, as they knew that in the times of pandemic howsoever big a movie maybe it wouldn’t have much staying power at the box office.
The above mentioned reasons are strong enough for other upcoming big titles like Akshay Kumar’s ‘Sooryavanshi’, ‘Bell Bottom’ or Ranveer Singh’s ’83’ to follow suit. And if the release is to happen soon, the hybrid format of releasing in cinemas and on streaming platforms, seems to be a smart choice. All said, it entirely depends on the makers and when and how they want to release their projects.
In the longer run, all kinds of films eventually will land on one of the major OTT platforms. But unexpected times calls for extraordinary actions and one must not shy away from acting on them for one’s very own benefit.