OTT Impact: This Is The Way Out

There’s a growing frustration in the industry about OTT deals. Producers feel the platforms are not paying what they used to. OTTs feel the films are not worth the prices being quoted. Also, some OTT platforms are arm-twisting the producers regarding release dates and all. Some OTTs that are just doing a Hindi remake of a Telugu original, which is a blockbuster already, are said to be troubling the director-writer to narrate the Hindi version multiple times, despite it being the same story.

But instead of pointing fingers, maybe it’s time to accept one simple truth. There is only one way out, which is nothing but churning out good content. If a film is strong, producers don’t need to beg for OTT deals. They can confidently showcase the film and sell it on their own terms. In fact, if a film clicks in theatres, OTT platforms will automatically chase it, offering big numbers. Now that we are trying to sell OTT first and release the film in theatres, of course, streaming platforms are taking advantage of the situation. That’s how the market works.

The problem starts when films are made assuming OTT will cover the losses. That mindset itself is dangerous. Making a film, thinking that OTT will save us, is not a business model, but almost like playing in a casino, where you never know the result. At the same time, blindly blaming OTT platforms for not offering big money is also not fair. Keep the budgets in check, skyrocketing hero remuneration in check, prepare a film with clarity, and then OTT becomes an option that would fall into the profit lane.

More importantly, we have to carve out more concept-driven films and bring out content that’s worth the ticket price for the audience. Even OTTs buy films only if they think the audience will watch them. If audiences are not watching some films in the theatre, certainly they wouldn’t watch them on a streaming site either. So, the responsibility lies in bringing out good content, and if the audience connects in theatres, digital platforms will follow.