Lately, discussions among movie buffs suggest that the standard four-week OTT window is significantly impacting theatrical revenues. Even a big hit like Mana Shankara Vara Prasad Garu arrived on OTT within just four weeks, even though it had a terrific long run. Tollywood director Gunasekhar has now addressed how these shorter windows are affecting the theatrical ecosystem.
He said, “I am not blaming the audience. The fault lies with the industry. Tollywood needs a reality check. After COVID, OTT has taken over the cinema. Platforms are offering crores to filmmakers, and movies are premiering digitally within a month. Why will audiences come to theatres if films are available at the comfort of their homes so soon? Right now, audiences are only watching big-hero films.”
Gunasekhar added, “Sankranthi releases did well, but later our Euphoria didn’t perform as expected, and the short OTT window is the main reason. I feel films shouldn’t release on OTT for at least three months. Only then will theatrical business revive and cinema thrive. OTT platforms are also considering theatrical performance now. If a longer window is implemented, people will return to theatres when a film gets good talk. This is my request to the industry.”