It is erroneously believed by cinema exhibitors that one major reason why films have lately been flopping left right and centre is because of the narrow window between theatrical and OTT releases.
It is now being unofficially reported that from August 1, the gap between the theatre and OTT release is being widened from four weeks to eight weeks.
Devang Sampat, CEO, Cinepolis India, is quoted as saying, “There was no rule as such. It was an understanding between the producers and exhibitors . But now, the producers themselves have reached out to us and stressed on the exclusivity window for theatrical release.”
However a prominent producer refutes Sampat’s claim as presumptuous . “Who is this man to speak on our behalf? We have not reached out to mutliplexes for a larger window to release on OTT. There are watertight contracts on OTT releases with the mainstream streamers Netflix, Amazon and Disney+Hostar. These can’t be changed on whim.”
If true, then will the decision to extend the gap between theatre and OTT release, help the boxoffice collection?
Opines trade guru Taran Adarsh, “An 8 week window between theatrical and OTT release is a must. I personally feel it will help generate footfalls. The decision is most welcome, a step forward in reviving the industry.”
“I don’t think so. No matter how wide the gap between cinema and OTT people won’t go to theatres to see Anek, Jugjugg Jeeyo and Shabaash Mithu. Bollywood needs to improve its content drastically. Or perish,” says Bihar’s prominent exhibitor Suman Sinha.
Trade analyst and producer Girish Johar says, “Since the audiences were dwindling in the cinemas, as they preferred to wait for few weeks and watch the new releases at lower prices and in the comfort of their homes, the filmmakers realised that this habit will not be fruitful in the long run. So like the South Fraternity, the Hindi makers decided, with the OTT players, to have back the eight weeks windowing.”
Girish feels producers are not left with much of a choice , given the shrinking audience in theatres. “Since the OTT were not paying as cash-rich as before, it was a but logical decision to strengthen the exhibition revenue chain. Further, the pandemic has more or less subsided so it’s safe for audiences to come back into theatres. Hence this critical move to expand the gap between theatre and OTT releases is being made. It will surely add some percentage of audiences back to theaters and will give some more breather to the exhibition revenue exploitation. Eight weeks is a big gap and we, as a fraternity hope that it will entice the audiences back to theatres. It will also help makers to get more revenues from OTT, as they are now moving into post-theatrical rights pegging their price with BO performance.”
