The Diplomat star John Abraham has opened up about his reluctance to enter the OTT space, both as an actor and a producer, and why he continues to prefer the theatrical experience over the digital one.
Abraham’s The Diplomat received strong critical acclaim across India. However, despite the audience reacting positively, the film didn’t receive as much love in theatres as it arguably deserved. As a result, it ended up being an average performer at the box office, collecting approximately INR 50–53 crores during its theatrical run.
Interestingly, the film’s OTT release has worked wonders, breathing new life into the project. The latest John Abraham starrer garnered over 5.2 million views and more than 11.5 million viewing hours during its first week of streaming on Netflix. It ranked fourth on the streamer’s weekly Top 10 list for non-English films globally during its opening week.
This scenario shows that the film reached a much wider audience on OTT compared to its theatrical release. Despite this, Abraham remains disinterested in exploring the digital space.
Explaining why, the actor says, “To do OTT, you need a very big office setup. You need a lot of people working toward something where you don’t even own the IP. You make a commission from the series, and that goes into your overheads. Anybody who’s doing OTT today will tell you the same thing. So, I don’t see sense in breaking a sweat to do these series.”
However, Abraham admits that if he finds a strong project that appeals to him as a producer, he’d be open to taking it on. “I would love to, because I want to tell that story, not because I want to build a business model out of it. So that’s one reason I haven’t done this as a producer yet.”
John Abraham’s stance makes sense, given that he has built his career around a certain kind of cinematic appeal. Regular appearances on smaller screens could potentially dilute that “big screen” aura he’s cultivated. He’s clearly trying to maintain his brand identity.
Moreover, his point about not owning the IP for commissioned OTT content is a valid concern for many independent producers. When a platform commissions content, it often demands full ownership, turning the production house into a “work-for-hire” entity. This means the producer misses out on long-term benefits like future revenue streams, sequels, spin-offs, or licensing deals.
As a producer, owning IP is crucial for Abraham in building a sustainable business. Intellectual property creates valuable long-term assets that can be monetised for years, not just through a one-off commission.
Still, the actor can’t deny that OTT platforms offer unparalleled global reach and allow content to bypass traditional distribution hurdles. Even though The Diplomat had a modest box office run, its streaming performance far exceeded expectations—a major advantage for any content creator.
Additionally, while Abraham is a highly respected and talented actor in the Indian film industry, stepping into an OTT series could challenge him creatively and help him break free from his “action star” image. OTT platforms are known for offering actors complex and rewarding roles that can reshape public perception.
John Abraham’s stance is understandable from a conservative business perspective, rooted in traditional revenue models and a personal artistic preference for theatrical cinema. However, in a rapidly evolving entertainment industry, with broader audience reach and more flexible financial structures on OTT, his current position, though valid, might limit both his creative potential and the long-term growth of his production company. Stay tuned for more updates.
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