Telugu film producers have decided to adhere to OTT giants like Netflix, Amazon Prime Video, Hotstar, Zee5 and Sony Liv, terms to release their movies on OTT platforms post theatrical release.
Pandemic has given OTT platforms even more strength to bargain and they have been asking producers to accept for direct streaming release and lesser theatrical window.
Recently Rajnikanth's Annatthe released just 19 days post theatrical release on Netflix. Previously, they used to wait for 45 to 60 days.
For big films, theatrical run is highly important to recover costs and OTT early releases will spoil their long term business. Small budget films need great Word of Mouth to recover costs and earn profits. For such films, an earlier OTT release could help them to reach out to more people who cannot come to theatres.
Well, the growing rents, tax rates and bills have made the exhibitors to take the matters into their own hands. They have been patient to see Government decisions to see if they will allow for better ticket pricing.
As Governments of Telugu states are in no mood to give exhibitors free hand in deciding the prices, exhibitors have decided to ask OTT giants to fix a definite gap for theatrical window and streaming release.
If the giants don't adhere to their demands, the exhibitors might go to chamber and even courts on this matter, say reports. Even some producers are supporting exhibitors.