Prime Video premiered Dulquer Salmaan‘s smash hit film ‘Sita Ramam‘ on its platform this Friday, that is September 9. The film became an instant hit on Prime Video too, raking in massive viewing numbers for the streaming giant. Prime Video premiered Sita Ramam in three South languages of Telugu, Tamil and the original Malayalam.
Needless to say, it was an OTT release strategy done flawlessly right. By premiering Sita Ramam on Prime Video just a month after its theatrical release, the streaming giant cashed in on the still hot buzz around the film. Moreover, the buzz for Sita Ramam gained new steam owing to its Hindi theatrical release this week. Just around the same time, Prime Video went ahead and premiered Sita Ramam on OTT. And the results are there for all to see. Sita Ramam is the top movie to watch on OTT right now; and the momentum is sure to carry on for long.
Interestingly, the premiere of Sita Ramam on Prime Video has brought into the spotlight ZEE5’s glaringly messy OTT strategy. Would you believe it – the homegrown streamer is sitting on the streaming rights of two hugely popular and buzzy-at-the-moment films – Telugu hits Bimbisara and Karthikeya 2. Rather than release the films on its platform soon enough to leverage the buzz around them, ZEE5 seems to be lolling in slumberland. There’s no word on the OTT release of both films just yet!
So the question is – what is ZEE5 waiting for? Christmas?
Buzz for both Bimbisara and Karthikeya 2 is high at the moment. OTT audiences are clamouring to know when ZEE5 will be generous enough to release the films on streaming. But ZEE5 remains unaffected.
However, ZEE5 better beware. OTT audiences are known to be notoriously fickle. Tease them too much, and they’ll lose interest altogether. What’s more, other buzzy movies will come along on ZEE5’s rival streaming platforms to distract viewers.
And when ZEE5 will finally deem it time to premiere Bimbisara and Karthikeya 2, no one will be interested.
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