Telugu film industry is the busiest film industry probably in the World post the Pandemic with a huge number of theatrical releases. The success ratio of the industry is also decent ever since the theaters re-opened. The Direct Online Releases trend has almost stopped. Except for some very small films, Direct Online Release no longer exists in the industry. The industry is now also tailoring its post-theatrical digital release strategy in tune with the theatrical performance.
For an instance, Sree Vishnu’s Gaali Sampath has failed to impress the audience in theaters. The movie is out on Aha Video just one week after its release. Two other films – Vaishnav Tej’s Uppena and Naveen Polishetty’s Jathiratnalu have been major hits in the theaters in recent times. Uppena will not release on the OTT in less than two months of its theatrical release. The makers of Jathiratnalu have announced that their film which will be in the second week tomorrow will also not arrive on OTT any sooner.
In the case of Tollywood’s first success after the pandemic, Ravi Teja‘s Krack, the makers indulged in talks with Aha Video at the last minute and delayed their Digital Release to extend the theatrical run. We have seen some films changing their mind about OTT release and going for theaters. So far, the OTT platforms are also accommodative for such last-minute changes.
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