Post the reopening of theatres, films that were expected to have direct OTT release, like
Wild Dog, re-negotiated their digital deals to allow for a reasonable theatrical window before they are made available online. While January releases like
Krack made their way to OTT within days, more recent hits are enjoying a longer gap between the theatrical and OTT release.
The rush for OTT
Naveen Polishetty and Faria Abdullah in ‘Jathi Ratnalu’
Among the feature films under production, many are big and medium budget films, announced before lockdown. In addition, many others have jumped into the fray, hoping that one of the OTT platforms will lap up their projects.
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During pre-Covid times, all Bollywood films mandatorily followed the eight-week rule when it came to digital release. In other words, a film could release on an OTT platform only after 8 weeks of its theatrical release. Post-lockdown, the filmmakers however have been demanding for shortening of this window. The multiplexes, naturally, have thwarted this idea as they feel it can eat into their business. Interestingly, all the Hindi films that have released in cinemas since November have nevertheless followed the old directive. Meanwhile, the South makers have successfully changed the rules. Vijay’s super-hit film,
Master, released within 16 days on Amazon Prime. The Telugu Christmas hit,
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