Sankranthi Hit… Too Early On OTT!

Sankranthi releases are considered golden opportunities. If a film clicks during the festive season, it usually enjoys a long and healthy theatrical run. Families step out in big numbers, repeat audiences help collections, and word of mouth carries the film for weeks. But what is the point of calling it a Sankranthi hit if it lands on OTT just after couple of weeks of rlease?

Sharwanand’s latest entertainer tasted success during Sankranthi. The film opened well, attracted family crowds, and managed steady numbers even after the initial rush. Trade circles expected it to comfortably run for at least three to four weeks, especially with no major competition affecting its momentum.

Yet, just when the film was settling into a stable theatrical phase, the OTT announcement dropped. The movie is arriving on digital within three weeks of release. For a film that is still pulling audiences to theatres, this feels unusually early.

This trend is slowly becoming the norm. Producers seem more focused on locking quick digital revenues rather than maximizing theatrical potential. Once the OTT date is fixed in advance, the theatre run automatically gets a silent deadline. No matter how well the film performs, the countdown begins from day one.

The larger concern is about audience behavior. When viewers know that a festive hit will be available at home within weeks, the urgency to watch it in theatres naturally reduces. Over time, this could hurt the big screen culture itself.