Because of the increasing impact of OTT platforms, the power dynamics in the film business are presently undergoing a significant upheaval. Film producers used to be in charge of distribution and release dates, but these days, OTT platforms are increasingly setting the conditions. OTT arrangements sometimes provide a significant percentage of a movie's money to producers, which may compel them to follow the release schedules that these platforms need. Although this aids in producers' cost recovery, distributors that make significant investments in movies expecting theatrical releases are finding it difficult to cope with this.

The indian market has not always seen success with OTT services. Movies that have already done well at the box office tend to do well on streaming platforms. This implies that OTT's authority over release dates and their effect on box office results may be upending established strategies for success.

Due to OTT agreements, many movies are being crammed into condensed release periods, which produces subpar outcomes. Currently, OTT agreements typically drive films into congested release times, which results in less than ideal outcomes. For instance, two of the three big movies that were released on august 15—Stree 2, Khel Khel Mein, and Vedaa—performed poorly. The august 15 release date was imposed by OTT standards, which stipulated that these movies have to be accessible on their platforms throughout Dussehra.
 
It's crucial to understand that OTT platforms are just looking out for their own financial interests. To maximize its gains, every firm aspires to be in charge and have influence. With greater influence over release dates and box office arrangements, OTT platforms are changing the landscape of the business. This change is posing a threat to the established paradigm of movie distribution and causing issues for distributors and theaters.
 
 
 

 
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G GOWTHAM

03/09/2024 08:05 AM