Jathiratnalu starring Naveen Polishetty, Priyadarshi, and Rahul Ramakrishna has emerged as a massive blockbuster with more than 200% returns to everyone involved in its trade. At the USA Box Office, the movie has amassed one million dollars gross at USA Box Office making it the biggest hit in Indian cinema in the US markets after the pandemic.
Leading OTT platform, Amazon Prime Video bagged the post-theatrical digital rights of the movie. The movie is available on the OTT platform since the last week. However, the response to the movie has been a lot different from its theatrical release. People have been complaining on social media that the movie is not worth the hype. This just showcases a big problem of the OTT platforms.
“There are instances where the OTT platforms bag the digital rights just based on the combinations. Things get uncertain from there and it becomes a huge gamble. Even for the films which are successful in theaters. There is no guarantee they work on OTT. The viewing conditions and various other factors are involved. Films like Jathiratnalu work in theaters more than on OTT. It is not easy for the OTT giants especially the so much of content from Regional industries to distinguish such content making their business so much uncertain,” a film expert said.
The OTT Business especially in Indian Cinema became as much unpredictable as the theatrical business. The fact that the OTT platforms are backed by corporate giants ensures that they have deep pockets which will ensure they withstand such jolts.