Since its OTT release on Netflix, “Meiyazhagan,” a drama film written and directed by C. Prem Kumar and starring Karthi and Arvind Swamy, has seen a surprising increase in its viewership. The film, which released in theatres on September 27, 2024, was praised for its powerful performances and emotional impact.
Overall, reaction was positive. Even though the film was well received at the box office, it suffered some minor setbacks due to its lack of publicity and other concurrent releases. However, the digital release on October 27, 2024, was a huge turnaround. It expanded its reach and viewership.
The film was well-received in theatres because it was heartwarming and had flawless performances. It made a respectable ₹16 crores at the box office during the full opening weekend.
As the film continued to address family issues and how the hero, after discovering who he really is from those he has forgotten due to his transformation into a commercial actor, reconnects with his own legacy, viewers all over the world had grown to appreciate the film’s cinematic value.
But this excellent start only made way for a fatal end in terms of revenue due to its very localized release and due to so many big-ticket movies lined up at the box office.
However, the movie reached a wider audience outside of a certain movie theatre with its Netflix release. Positive word-of-mouth recommendations led to a significant increase in viewership, and the streaming platform became more accessible.
The movie’s second week saw an astounding increase in viewership of about 47% above the first week’s recorded total. Although it received 1.9 million views in its first week, it saw a 47% increase in views, reaching 2.8 million in its second week on Netflix. In fact, the movie has been at number 6 on Netflix’s global trending list.
The shift to OTT has surely broadened the audience for “Meiyazhagan” to include people who might not have otherwise been able to see the film in a theatre. This indicates that the lifecycle of a film is being greatly impacted by digital channels, which would otherwise not be able to reach its intended audience.
The key elements that have worked towards “Meiyazhagan” are the great stories along with the strategic marketing and release on online streaming platforms.
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