So, this week we had the release of the moderately big movie on OTT platform. We are talking about Gulabo Sitabo starring major names like Amitabh Bachchan and Ayushmann Khurrana. They are a box office force with the right content. Gulabo Sitabo offered them the best combination with multiplex darling director Shoojit Sircar.
The weekend has gone by, and people are confused. Is the movie a success or a failure? With the box office, there was always numbers to look forward. But due to the digital release, people are clueless.
If we look at Gulabo Sitabo, critically, there are reviews (professional) ranging from disastrous to superb. It is the same with the general word of mouth from the audience, as well. Under this scenario how can one judge if the film is successful or not?
Shouldn’t there be a yardstick for the OTT platforms as well? Well, the ones who acquire the rights do have the data they want. It is how they pick a movie’s streaming rights. However, wouldn’t a transparent presentation of the numbers be beneficial to everyone? It is even heard that the producers too remain in the dark most of the times.
Ideally, the number of complete viewing of a film or the closest to completion (concerning the time) would be good. There has to be a difference between the blockbuster content and a flop or an average one. But, there is no detail what so ever in that regard. Will this lead to a lack of “Post-release” excitement on a movie?
There are so many questions an average viewer would like to know the answers? But, it seems having a transparent system is the last thing on OTT players mind.
Recently, some of the top veteran directors opined that this (what is happening now) is the right way forward for movies. Just watch them and don’t care about anything else. Would you agree with that perspective and will it give a complete picture of the movie’s performance?
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