Theatrical Vs OTT is a debate which has been going on for a while, ever since the streaming platforms gained huge importance during the pandemic. Slowly now, both are proving to have their own niche and co-exist rather than eating into each other. OTT though, is largely perceived to be a huge competition to theatrical. Hence, for Hindi movies, there’s a minimum window of eight weeks between the release in theatres and on OTT. However, this wasn’t the case for south movies which are dubbed in Hindi. The time frame for this was really less, but with the release of the much awaited Allu Arjun starrer ‘Pushpa 2: The Rule‘, this rule has changed. Now even the Hindi dubbed south movies will release on OTT only after 8 weeks. ETimes speaks to film trade experts, exhibitors to weigh in on this new decision and how is it ideal for everyone involved in the cycle!
The conflict
While Hindi movies have this existing rule of a eight-week window between theatrical to OTT release, this wasn’t the case in south films which were dubbed in Hindi. This was more problematic for big south movies which had the scope of getting more box office numbers. Trade expert Girish Wankhede says, “The ongoing tussle between North Indian distributors and multiplexes regarding the distribution of South Indian films has been quite unfortunate, leading to significant losses in the multiplex business for major masala films such as “Leo,” “Goat,” “Jailer,” and Vettaiyan: The Hunter’. Initially, the multiplexes in the North agreed to screen these films under the condition that the OTT release would occur only after an eight-week theatrical window. This became a contentious point, as producers were inclined to release their films on OTT platforms after just four weeks—a timeline that was acceptable to South Indian exhibitors but not to their North Indian counterparts.”
Exhibitor, Distributor Akshaye Rathi adds, “If the audience believes that in four weeks or six weeks from now I’ll be able to watch it you know on Amazon Prime or on Netflix why would they even turn up in cinemas for mid-budget films and that’s why to enhance theatrical revenues not just if the audience believes that in four weeks or six weeks from now I’ll be able to watch it you know on Amazon Prime or on Netflix why would they even turn up in cinemas for mid-budget films and that’s why to enhance theatrical revenues not just jointly agree upon with the cinema halls and I think eight weeks are a reasonable gap of course 12 weeks or something is ideal.”
The new rule with ‘Pushpa 2’
Wankheded says, “The spotlight ow shifts to ‘Pushpa 2’, which is set to premiere on OTT platforms after an eight-week theatrical run. This development marks a significant victory for the Multiplex Association in the North, which has been adamant about securing a respectable window for theatrical releases. With ‘Pushpa 2’ slated for a Netflix release after the stipulated eight weeks, the multiplexes are poised to witness a transformative moment.”
Rahul Dhyani & Anish Patel (Founders of Connplex Cinemas Limited), opines, “With this embargo lifted, upcoming films like ‘Pushpa 2’ are poised to thrive in multiplexes for the full eight-week duration. The film is anticipated to be a game changer this year, given its strong franchise appeal and the enthusiasm surrounding its release. This extended theatrical window not only benefits the film itself but also provides a much-needed boost to the exhibition industry, which has faced numerous challenges in recent years.”
He further adds, “The agreement underscores a mutual understanding between exhibitors and producers, recognizing that both parties can benefit from a collaborative approach. By allowing films to enjoy an extended run in theaters, exhibitors can maximize box office revenues, while producers can capitalize on the heightened visibility and audience engagement that comes from a prolonged theatrical presence.”
But will it make a difference? Unless, the content is worthy!
Experts feel that this eight-week rule is beneficial for movies, but only if there are worthy enough to pull audiences to the theatres. Moreover, in case of south movies, if the original version of the film releases early on OTT and only the Hindi dubbed version releases after eight weeks, will this new rule make a difference really? Producer and Film Expert Girish Johar says, “That’s a very confluxing kind of a situation. It was very perplexed that, you know, why for the same film, but for different markets and different languages, they want to pursue a different windowing pattern. For example, the same regional film can also be seen in the original regional language in the Hindi market. Then what is the use of fighting unnecessarily? I think there has been now considerable opinion formed and everyone has by and large agreed to an 8 week gap. And we really hope that the box office do get maximum returns for this. Having said that, the films also have to be quite inviting for the theatrical experience. If you have the hunger and the appetite and you create that thirst to watch it in a cinema, then obviously urgency is a critical word over here. Otherwise people prefer an OTT release.”
Multiplex ticket price Vs OTT subscription
Johar further adds, “You are buying a 1000 or a 1500 rupee ticket and a 1000 rupee snack combo and you’re spending Rs 5000 for a family movie outing. And God forbid if the movie bombs, be it any movie bombs, then what? Within the same movie, you’re seeing a Netflix, Amazon ad of 99 rupees per month. The cinema people are giving their co-target audience advertising for OTT platforms. And just for sheer revenues on screen ads, they’re surely giving this away. So this is quite a complex scenario, which I think they also don’t realize. But we’re hoping for the best.”
The Hollywood way!
Despite the OTT, many film-makers have realised that the theatres or box office may be their ultimate goal. That is more evident in Hollywood where the window between theatre and OTT is longer. The more a film runs in cinemas, the better beneficial it is, not just to the exhibitors, but also the producers, opines Rathi. “I’m not saying we should go the Hollywood route where a lot of films keep a window of six months between theatrical and other platforms. But yes something that that is reasonable in that gives theatrical revenues a chance, and also safeguards producers to a reasonable extent with revenues from streaming is good. There are Telugu films which which you know used to release in four or six weeks.”
He further adds, “After their theatrical, many movies now which are the big ticket ones where the revenues from theatrical are expected to be huge. They are giving themselves a better chance to earn more from cinemas by pushing the window to eight weeks and it’s a very healthy sign and I truly believe it will enhance theatrical revenues for these producers in a big ways and I hope it becomes a benchmark for everyone else to follow. We are talking about eight weeks and 12 weeks, but if you look at all hollywood films right they have a six-month window so many of them right like Top Gun Maverick released i think six or nine months after the theatrical release.”
Box office is the ultimate God for movies?
Johar thinks box office is God, and it’s time for people to realise it. “I think the key out here is the content. It should compel the audiences back. The box office has become the backbone of this. The makers have realized now that eventually my God is box office and I should rather focus on pleasing my God, which is the audiences in this scenario rather than pleasing few corporate individuals, platform individuals,” he says.
