Tamil films' early release on OTT: A sign of the times rather than the norm?

Tamil films’ early release on OTT: A sign of the times rather than the norm?

For some time now, there has been a dispute going on between exhibitors and film producers in Kollywood over the early release of Tamil films on OTT platforms. Currently, Tamil movies are released on streaming platforms four weeks after their theatrical release. Exhibitors have been demanding for increasing this window to eight weeks, blaming the early OTT release for audiences not coming to theatres to watch Tamil films.

Amidst the ongoing dispute, the OTT release of Rebel, featuring GV Prakash Kumar and Mamitha Baiju, within two weeks of its theatrical release has become a point of contention.

‘Rebel’s case is not the norm’

Rebel’s OTT release within two weeks is just one particular case. It’s not a norm. These days, doing OTT business for a film has become difficult. So, during such a time, a deal went on to happen in whichever way it was possible. When there is no revenue for a particular movie from theatrical release, and if there’s definite revenue coming via OTT, any producer will choose to go with the latter. From time to time, there comes a scenario when movies aren’t faring well at the box office. Previously, during a time when theatres weren’t open, OTT platforms became a good avenue for producers to sell their movies and gain some profit. But when normalcy returned, and the theatres opened up, no one had time to think about it. These last few months have been a struggle for filmmakers and producers when it comes to theatrical business. This is why everybody is thinking about releasing films on OTT faster. Once the theatrical business of our films bounces back, then no one will think about releasing their films on OTT. It is just a cycle.

– SR Prabhu, producer

‘When a film has an early OTT release, it affects theatrical business’

It will be a healthy move for the industry if the OTT window is extended to eight weeks, because when movies come out online within four weeks, it affects theatrical business. Right now, the audience’s mindset is that they will wait for a film’s OTT release to watch it. Can you imagine what would have happened if Manjummel Boys or Premalu were released on OTT within two weeks? Nobody would have come to the theatres. Over the last one year, box office collections have been very poor. And OTT is not giving the fancy prices they used to. Only because of Malayalam films like Manjummel Boys and Premalu, theatres in TN have survived. This shows that when you produce good films and keep the OTT window a little later, the box office will flourish.

– Rakesh Gowthaman of Vettri Theatres

‘All the pan-India movies release on OTT only after eight weeks of running in theatres’

We should not be saying that the films that didn’t run well should be released on OTT faster. If that happens, then the audience will begin to feel that they don’t have to come to the theatre as they can directly watch films on OTT. Across the Indian film industries, there is a time gap of eight weeks before a film’s debut on OTT. All the pan-India movies release on OTT only after eight weeks of running in theatres. If that’s the case with even pan-Indian films, why should we release a Tamil film on OTT within two weeks?

– Tirupur Subramanian

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