Tuck Jagadish is the latest film in Indian cinema to skip theatrical release and go in for a direct to digital release. The Nani starrer premiered on Amazon Prime Video this week, on September 9, to cash in on the Ganesh Chaturthi extended weekend. However, Tuck Jagadish received less than favourable reviews from both audiences and critics. The film’s over-dependence on common tropes, and its cringey eighties-style plot came in for heavy criticism from discerning viewers.
Taking into consideration the above, the OTT release of Tuck Jagadish has turned out to be a fortunate decision for everyone concerned – the film, its producers and lead star Nani. What was considered a disadvantage has instead turned out to be advantageous for the film. Why do we say that? Because if Tuck Jagadish had released in theatres, it would have been a sure-shot disaster at the box office. Producers, distributors and cinema-owners would have lost a truckload of money. As for Nani himself, Tuck Jagadish flopping badly at the box office would have been a major embarrassment for the actor.
Tuck Jagadish’s direct release on Amazon Prime Video has saved the back of all of the above. The producers have recovered their money, along with making a tidy profit. Nani is happy that he’s been saved from the addition of a flop to his name.
Tuck Jagadish’s fate is quite similar to that of another recent disastrous film — Dhanush’s Jagame Thandhiram. Even that film received massive criticism from viewers and critics. Similarly, its OTT release on Netflix saved producers’ money, gave them a neat profit and saved star Dhanush from major embarrassment. Interestingly, the stars of both films, Dhanush and Nani, had made quite a fuss about their films going straight to digital. Both wanted their films to premiere on the big screen. If it weren’t for their OTT releases, both stars would have lost face — and badly!
In a way, Amazon Prime Video and Netflix have turned out to be angels in disguise for the two above-mentioned films. Just like they’ve been for scores of other mediocre films since the beginning of the pandemic. And just like how Disney Plus Hotstar has saved films like Laxmii, Bhuj: The Pride Of India, The Big Bull from becoming a laughing stock at the box office, not to say, financial disasters.
With the rise of OTT platforms, it has become quite clear that audiences in India have become very selective and conscious about what they want or don’t want to watch. Going forward, the success or failure of a film will be driven by one thing only – and that is content; not by the presence of big stars, nor by the amount of money pumped in. The world of entertainment has a new ruler; ladies and gentlemen, content is the new king!