The gap between theatrical premiere of films and their release on streaming platforms is increasingly becoming flexible, depending primarily on box-office performance. If a film doesn't do well in theatre, it may debut on OTT platforms as early as four weeks or even earlier, digressing from the 6-8 week norm.
Tamil film Kanguva, which released on 14 November and had a longer OTT window, was made available on streaming platforms within four weeks after fizzling out in cinemas.
"It makes more sense (to keep the window flexible). If audience's response to a film is mixed and is not exactly doing great business in theatres, it is prudent for producers to bring it out on a streaming platform while it is still in the news and there is noise around it," film producer, trade and exhibition expert Girish Johar said.
This story is from the January 09, 2025 edition of Mint Hyderabad.
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This story is from the January 09, 2025 edition of Mint Hyderabad.
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