The birth of OTT was more like an aid to traditional Bollywood. When we say Traditional Bollywood, we mean the regular cinema-making industry that primarily releases films on the big screens.
Initially, OTT was only an aid, an alternative to mainstream entertainment. But, the power dynamics are changing like nothing.
The rapid rise of OTT platforms has brought big changes in Bollywood.
Blockbusters like Pathaan, Jawan, and Gadar 2 have kept cinema alive, but there are concern within about the influence of OTT players.
According to some reports many producers are now tailoring content to meet the demands of these digital platforms rather than creating films for the big screen.
So it is not the public at the box office, but the one at the digital screens that matters.
Earlier, producers held control over the creative process, with OTT deals being finalized after production. Today, however, OTT platforms are shaping the very content of films by influencing casting, storylines, and release dates.
We can’t say if this change is good or bad because it is yet again not concerned about art. Commercial influences were initially in the form of masses who went to the theaters and now it is the OTT players. This is not helping good cinema in any way, not that it was any better initially.
This new dynamic is also affecting casting decisions. Yes, it is already that powerful now.
Actors whose “digital value” is higher are preferred rather than the one who is suitable for the role. Even release calendars are influenced by OTT schedules, sometimes leading to unnecessary clashes between films.
The challenge now lies with producers, who need to take control back and focus on creating content that resonates with people. Because the OTT players sustain only the big people but theaters are the source of employment for so many people who work there.
No matter how much OTT may grow, the theatres must not die.
Homegrown directors and writers understand the theatrical medium best, and actors also need to support producers by reducing unnecessarily high fees.
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