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The theatrical business is arguably one of the worst-affected businesses due to Covid-19. The first and second wave gave a deathblow to the cinemas leaving the filmmakers in to dilemma. This crisis also led to the rise of the OTT business. As the lockdown eased after the second wave, the confusion theatrical release vs OTT release became a major challenge.
No doubt, some small budget films have been released in theatres. While Thimmarusu and Ishq failed to draw crowds to cinemas, SR Kalyanamandapam gave a breather and much needed respite. However, that’s not enough for big-budget films. When big budgets are at high stake, big films and star-studded films require all sections of audiences to fill the cinemas. Especially, family audiences are crucial.
For instance, films like Nani’s Tuck Jagadish and Naga Chaitanya-Sai Pallavi’s Love Story need family audience to have a good run at cinemas, besides openings. Only then, the film could break-even for distributors and earn profits. This is very difficult task at current scenario. Covid-19 scare is still not gone completely. There are reports and predictions of experts of a possible third wave of Covid-19 pandemic, Even the overseas market hasn’t revived.
Amidst this, producers of big-budget films such as Tuck Jagadish opting for OTT is a wiser choice given the constraints of theatrical release. No doubt, it is not a welcome decision for the producers to confine their film to OTT, but even they don’t have a choice. Instead of ending up in loses by releasing in theatres, makers are opting for OTTs as a safe bet. Even lead actors are said to be cooperating to producers understanding the special condition.
One has to wait and see, how this catch-22 situation would be broken. For now, producers of big-budget films are voting for OTT if the OTT platforms are offering them the lucrative deals. Everything is fine as long as it works well for both parties and becomes win-win situation.
Tags Ishq Love Story OTT SR Kalyanamandapam Theatres Thimmarusu Tuck Jagadish
