War 2 on OTT, Theatrical Window Sparks Debate!

Hrithik Roshan and NTR starrer WAR 2 is all set to hit the Netflix platform on October 9th. Most of the Bollywood films are sticking to the policy of releasing the films on OTT only after 8 weeks. Unlike the South films, especially the Telugu movies, which hit OTT in a gap of 4 weeks, the Hindi distributors are very particular about this aspect.

However, this move triggers a debate about the two sides of a coin, with the coin being the relevance of releasing a film on OTT in just 4 weeks or 8 weeks.

In the past, when the satellite channels ruled the roost, they grabbed the film’s rights and premiered them with a good gap between the theatrical release and TV release. With the change of times and the dominance of the OTT platforms, the trend seems to be going off the radar.

The major stakeholders are the consumers here, whose behavioural patterns have been changing over the years. Today, it is almost certain to assume that the audiences are not ready to step into the theatres unless the film deserves a theatrical viewing experience. One of the reasons behind is the ticket prices and poor quality films. The other reason is that the audiences are prepared that the films will release on OTT in 4 weeks and when a film gets an average response, the viewers prefer to watch it on OTT instead of theatres.

If anyone is to be blamed, that is majorly some greedy Makers who make films out of combinations and not focus on the content. Their fear factor helped the OTT platforms in offering lucrative deals to premiere the films on OTT in just 4 weeks. Many producers followed a similar approach, not knowing how it could affect the functioning of the film industry in the long run.

Having said that, some are of the opinion that the exhibitors and distributors should enforce a strict 8-week theatrical window for Telugu films. Currently, most Telugu biggies are opting for just a 4-week window. However, this does not please the audiences who are already habituated to watching the films on OTT with a waiting period of just 4 weeks. Instead, the producers must ensure the quality films coming to theatres and re-develop the habit of watching movies in theatres by keeping a check on ticket prices, thus preserving the film watching culture.

Until and unelss that happens, everyone will act and behave as per their convenience and benefit in the business of cinema.