Telugu film ‘Virata Parvam‘ did not do too well at the theatres. The concept of the film, set in the backdrop of the Naxalite movement, did not click with movie-goers. As a result, despite a splendid cast, the Rana Daggubati – Sai Pallavi starrer failed to draw in audiences to the theatres.
The film is now premiering on OTT, on Netflix, this Friday. Virata Parvam released in theatres on June 17, and will premiere on Netflix on July 1, after only 2 weeks of its theatrical release. The film will release on Netflix in its original Telugu version, along with dubbed versions in Tamil and Malayalam.
Despite the current trend of a 4-week theatrical window for films before their OTT release, Virata Parvam will arrive on streaming barely 2 weeks after its release in theatres.
So, why?
Why did a film with a top-billed cast have such a short life at the theatres?
The reason for the above is the ruthlessness of deep-pocketed streaming platforms such as Netflix. They have the moolah to offer, and producers are desperate. Cash-rich streaming platforms prey on the helplessness of producers whose films are not doing well at the theatres. They zero in on such films and offer the producers higher rates for an early release for their films. Producers, already disappointed with the poor run of their movies at the theatres, fall for the ploy.
Result – even a film like Virata Parvam will premiere on OTT only 2 weeks after its release in theatres.
The truth is that theatres are bleeding, especially in the Telugu film industry. But Netflix, Prime Video, et al. are not bothered. They’re feasting on the misery of theatres; making the most of the dismal situation.
In the entertainment industry, it’s survival of the one with the most money to throw!