The allowance of 100% occupancy in theatres came as a news of joy for every filmmaker and producers. It felt like the theatres and cinema halls are finally back in business and the audience will be able to enjoy the movies in big screens. But with the recent situation of the Tamil movie ‘Aelay‘, it seems that the theatres aren’t really back.
Aelay was in news since past week due to a tussle between the producers and the theatre owners. The main motive of the makers of ‘Aelay’ was to screen the movie in theatres for a short run and then release the movie onto the OTT platforms. But this was opposed by the exhibitors who have put forth a demand that any movie which is releasing in theatres should atleast spend 30 days in cinema halls and then arrive on any third party platform.
This demand wasn’t met by the makers and created differences between both parties. Today the makers of Aelay came up with a press release that the movie will be skipping theatrical release because it wasn’t getting enough screens due to the incident. Aelay will be arriving on Star Vijay as a word television premiere on 28th February 2021.
Pushkar & Gayatri of Wallwatcher Films which is producing the movie, stated the fact that “This is a bold move which will open new and exciting avenues for filmmakers and storytellers.”
OTTs have already taken a huge market share from the theatres since last year and now with the direct to TV releases becoming a huge trend in movie industry seems concerning for theatres. The much awaited comeback which was being eyed by the cinema halls has lot of obstructions in their way.
In the time when both the parties ( theatre owners and movie producers) have suffered enough losses in past year, both will be looking to get the best deal possible. But if the filmmakers really want their beloved cinema halls to be back, they might have to give in to some demands of the exhibitors.
In case of exhibitors, there is no business for them until movies are there. And with the increasing competition from OTT platforms as well as the changing way of entertainment it would be beneficial to them it they actually listen to the producers.
Several of the big ticket movies have gone the OTT route that too in the time when there is a dire need for a biggie to rejuvenate the cinema halls. And to keep the momentum going, the exhibitors definitely need niche movies to run in the theatres.
Hence, it is high time the exhibitors realise that movie producers in today’s date have enough substitute to showcase their content and it would be an ideal thought to talk the matter out with them.