With a view to protecting the theatrical ecosystem, South Indian exhibitors have reportedly decided to mandate an 8-week OTT window for all films, meaning movies can arrive on OTT only after eight weeks of their theatrical run.
Currently, the majority of films, including big-ticket entertainers and small-budget flicks, are opting for a 4-week OTT window. Exhibitors opine that these short windows are leading to a decline in theatrical footfalls. Their argument holds logic, and the films most affected by the 4-week window are those made on a shoestring budget.
Even hit films aren’t performing to their full capacity, with revenues declining beyond the second week as people wait for their arrival on digital platforms. Also, the short windows mean there will be little to no repeat audiences.
We need to see how producers will react to this decision. If the filmmakers decide to go ahead with the 8-week window, OTT deals might shrink. However, as always, it is the theatrical revenue that can change the fate of everyone involved in a movie.
Cinephiles opine that longer windows must be introduced to justify the high ticket prices. Even though OTT deals might take a hit initially, the rebound in theatrical performance may offset the shortcomings of non-theatrical revenues going forward.