OTT platforms are becoming a reason for some of the film’s underperformance at the box offices. The early release strategy is making Audience to not visit the theatres. We also see Producers, Distributors and Actors blaming OTT for this but they are not bothered. They are going ahead with the business by selling their films as 4 week theatrical window to the OTTs. As Tollywood is not able to control this, Exhibitors must set the OTT release rules.
Due to the business mindset, film makers are unable to stop this OTT deals. Four week OTT deals must not be controlled by Producers, Directors or Actors but by the Exhibitors. Exhibitors need to unite and establish a rule for a minimum gap between the theatrical release and OTT release. They must come up with a plan similar to how the Bollywood films manage it for the national multiplexes.
Every film relies on the Exhibitors and they need to enforce the rules for the OTT release window to screen the films in the theatres. This would greatly save the films and the Industry as well. Recently Aamir Khan took a brave step of not selling his films to OTTs before the release. He will do this only after his films finish their run in the theatres. Other Actors must follow him in this aspect.
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