The war between OTT platforms and cinema is very evident. This tussle and consistent loss to the theater industry reminds us of the days in the 1980s when the introduction of TV sets and VCRs led to severe injury to the theater industry.
And now PVR Inox, one of the largest multiplex chains in India is retaliating. Because film producers get a heavy sum from selling the digital rights of the film to OTT platforms but it is the theaters that are getting loss after loss
The Hindi film industry in particular has been badly hit by the poor theatrical business. Statistically speaking, most of the multiplex chains in India are concentrated in the Hindi regions. So obviously, theaters are now cashing the only big edge they have over OTT.
The grandeur of cinemas can never be matched by OTT. Also, most people watch old titles on OTT while you get mostly fresh releases in the theaters.
So PVR Inox is running a campaign that says, “Fresh Dekho Bada Dekho”.
The campaign milks on the fact that by the time you wait for any film on OTT, it gets stale. But you can watch it fresh in the theaters and theaters alone.
What do you think about this ad campaign?