Director Gunasekhar has joined the ongoing debate about the OTT window in the Telugu film industry, calling for a three-month delay between theatrical and streaming releases. Speaking during a recent public interaction, the filmmaker suggested that implementing a THREE-MONTH OTT WINDOW for every film could revive declining theatrical revenues.
Euphoria Director’s Stand on OTT Release Strategy
Gunasekhar released Euphoria, a social drama, in February 2026, which resulted in a big failure at the box office, though a small section of critics appreciated its noble intent. Drawing from his own experience, the director argued that the industry itself made audiences habituated to watch films on OTT platforms and in theatres accordingly, and it has to change now.
The filmmaker’s suggestion comes at a critical time when exhibitors and producers are actively discussing an 8-week OTT window to protect theatrical business. Recent meetings at the Film Chamber have seen proposals ranging from 8 weeks to 3 months, with industry stakeholders working toward a unified policy.
Audience Habits vs Industry Expectations
While Gunasekhar’s suggestion looks good on paper, the truth is that audiences nowadays decide whether to watch a movie or not by the promotional content itself. If the content does not excite them, they will not watch a movie in the theatre, even if there is a long gap between theatrical and OTT release.
The debate highlights a fundamental tension: while longer OTT windows might protect theatrical revenues in theory, content quality and promotional strategy remain the primary drivers of audience decisions. As the Telugu film industry continues these discussions, filmmakers like Gunasekhar are pushing for systemic changes to restore the theatrical experience as the primary viewing choice.