Direct-to-OTT release: Film industry feels big screen not under threat

As cinemas remain closed amid the ongoing coronavirus pandemic, several movies including Amitabh Bachchan and Ayushmann Khurrana-starrer "Gulabo Sitabo" and Vidya Balans "Shakuntala Devi" have lined up for a digital release, ditching the traditional route of a theatrical opening. This has led to a tug of war between producers and exhibitors.

Unconfirmed reports indicate Akshay Kumar's Laxmmi Bomb, Anurag Basu's Ludo, Sidharth Malhotra's Shershaah, Janhvi Kapoor's Gunjan Saxena: The Kargil Girl, Kiara Advani's Indoo Ki Jawaani, Ishaan Khatter and Ananya Panday's Khaali Peeli and Janhvi's Roohi Afzana could also take the OTT path, with others movies also expected to join the growing list.

Direct-to-OTT could become an increasing reality in the near future, but most in the industry feel there is no threat to the big screens. Instead, it's the dawn of a new era where both patterns of release will probably find a way to co-exist.

The COVID-19 pandemic brought along gloomy days for film business and live entertainment gigs with shut down orders, turning out to be financially strenuous for many.

That's why the direct-to-OTT move not only means a push to the digital medium in the Indian market, but also a financial respite to many members of industry.

"The industry is now beginning to find solutions to some critical issues. The move to release some content will relieve some short-term financial pressure on production houses. However, the Indian film industry is still dependent on the box office for a majority of its revenue and will need to continue to keep the exhibition industry as a close partner once the COVID-19 crisis is over," Jehil Thakkar, Partner at Deloitte India, told IANS.

Trade analyst Girish Johar added: "It is a short term phenomena with distress sales. There are many producers who might have taken loans, or there might be other money matters. There might be many reasons for the producers to make such distress sales. And on top of it, there is no word on when cinemas will reopen. Even if the cinemas reopen soon with proper safety precautions in place, it will take time for audiences to actually come back in a good number."

Others like Sunir Kheterpal, CEO, AZURE Entertainment, feel the "shift in windows is only temporary".

"Some shifting of windows may happen going forward but that may not have such a great negative impact on cinemas. This move will help film producers in the short term and will also provide fresher content to OTT platforms. It is a short term deviation in the release windows across the globe. Cinema halls will never stop existing as nothing is beyond the experience of watching cinema on the big screen," Kheterpal said.

Rewriting the film-watching story in India, Amazon Prime Video will be releasing seven Bollywood and regional films, including Gulabo Sitabo and Shakuntala Devi, in the coming months. Nawazuddin Siddiqui's comedy film Ghoomketu is also going straight to OTT.

The move to release films on OTT platforms has naturally drawn criticism from exhibitors and movie theatre chains. (IANS) 

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