Theatre VS OTT debate is never-ending. Some prefer theatres while the others like watching films on OTT platforms, from the comfort of their homes. But in the past few months, movies are going for a theatrical release only to release on OTT platforms a few weeks later. What is that about?
When the Covid hit, OTT was ruling. It was the only thing bringing new and interesting content to our homes and that’s why, India’s OTT consumption today has significantly increased. Later during early 2022 when theatres opened at 50% capacity, it did lure the audience. They were excited to finally watch films on the big screen but it was more like a one-time thrill. Two years of OTT did change the dynamics. It was comfortable and cheaper and it eventually became the ‘new normal’.
Keeping both the mediums in mind, it was mutually decided between the producers, distributors, and exhibitors that a film releasing in theatres will have a four-week window before going to an OTT platform. This was the best idea for a win-win situation. But of course, films that had already been released on OTT during the last two years like ‘Gulabo Sitabdo’, ‘Lootcase’, ‘The Big Bull’, and more will not get a theatrical release. Only the releases that first come to the theatres can take the OTT route after 4 weeks.
Later, when the theatres opened at 100% capacity, people were showing interest in coming to the big screen but seeing the pattern of ‘theatre to OTT’, the audience held back and waited for films to release on digital platforms. That is when the four week window seemed to take away the incentive of coming to the theatres, thereby affecting the box office collection.
‘Sooryavanshi’, ‘Bell Bottom’, ‘Satyameva Jayate 2’, ‘Bachchhan Paandey‘ and others have followed the four-week window norm but films like ‘RRR‘, ‘KGF: Chapter 2’, and ‘Gangubai Kathiawadi‘ have succeeded in running in the theatres for months. They’ve broken the four-week window setting. It looks like recent films will likely change the four-week period to the previously followed eight-week window. A lot of filmmakers are proactively following this idea. An independent exhibitor has revealed that filmmakers, OTT platforms, and exhibitors are a little away from getting back to a mutually agreeable eight-week window.
The long waiting period is likely to make viewers come to the theatres just like they used to do. Now, it will all depend on a fresh set of negotiations between the relevant parties. We suggest that instead of a standard practice, relevant parties can deal with this situation on a case-to-case basis, keeping in mind mutual benefit. What are your suggestions?