New Trend: If It Fails In Theatres, It Fails On OTT

There was a time, especially during the pandemic, when OTT felt like a second life for films. And then, OTT became the primary income source for producers, and an entertainment source for the audience. A movie could flop in theatres, but still find its audience digitally. In fact, many films got re-evaluated and even celebrated after their OTT release. Looks like that phase is gone now.

Today’s reality is very clear for filmmakers with the performance of some recent movies. If a film is rejected in theatres, it is getting rejected on OTT as well. Take the case of films like Vishnu Vinyasam, Mrithyunjay and a movie like Ustaad Bhagat Singh. Though those films climbed to the Top 10 Charts in the respective OTTs, surely they are not getting discussed on social media after the OTT release. People are no longer curious to “give it a try” just because it’s available at home. In fact, most viewers are not even attempting to watch flop films anymore, if the trend is anything to tell us.

Audience behaviour has changed drastically according to digital analysts. They are going back to what they already trust, including old classics or recent blockbusters. Comfort viewing has taken over curiosity. Perhaps that’s the reason why OTTs are now demanding that filmmakers showcase the total film before offering them a quote to buy the film. Deals are getting tighter, more conditional, and in many cases, directly linked to theatrical performance. Well, this threat is something Tollywood hasn’t seen coming!