Parasakthi Scores On OTT - It’s A Clear Message

Made with a hefty budget, dealing with a popular vintage subject like the anti-Hindi stance of Tamil parties, Sivakarthikeyan’s Parasakthi hasn’t even excited the Tamil audience when it released for Pongal last month. The film failed massively at the box office, and even before completing the 4-week window, it hit OTT streaming on February 7th.

Guess what, while the OTT release is being streamed in multiple languages, the film amassed more than 100 million streaming minutes in just a couple of days. This proves the fact that films that fail at the box office are getting huge reception on OTTs, but films that worked at the box office are getting low ratings on OTT. Directed by Sudha Kongara, Parasakthi hasn’t even performed average at the Box Office, in contrast to the views it’s getting on OTT now.

If we look at other films, even Dhurandhar got to a high-reach on Netflix during the initial days, but it has trended on global lists only for a day or two. Later, though the film stands at No.1 in India charts, it hasn’t found a spot in the global list, indicating that most people already watched it in theatres and are not catching up with it on digital streaming.

It looks like as long as the film doesn’t get rave reviews, the audience will not watch it in theatres, but will rush to it when it descends on OTT. Probably that’s why even Hollywood producers are asking for a 4-month window for OTT streaming, such that the box office would see better collections.