The debate regarding the direct-to-digital release has witnessed a massive rift in the Hindi film industry. The debate on whether the cinema halls will lose its charm or who will win the war? OTT v/s Cinema Theatres. What is the opinion of the audience in general? how would they prefer to watch a film? Whether like always, first day first show in the theatres or first day first show in the comforts of one’s home?
With cinemas shutting down due to the Covid-19 the demand for OTT platform has risen with more and more producers opting to release their films on digital platform that has more viewership then ever before. They are looking at skipping the traditional routes hence the debate is over direct-to-digital releases.
Last week the much awaited film ‘ Gulabo Sitabo’ by one of the prominent directors, Shoojit Sircar, Starring Amitabh Bachchan and Ayushmann Khurrana and Shakuntala Devi by Anu Menor were released on the Amazon Prime Video.
Amazon’s Profound Impact On Cinema
Amazon acquired several regional film titles. This includes the Jyotika-starrer Ponmangal Vandhar and four other digital premieres. The popular OTT platform is also speculating on more film releases. Akshay Kumar’s Laxmmi Bomb and Karan Johar’s Gunjan Saxena – The Kargil Girl are in advanced digital deal discussions.
The new OTT release trend draws criticism from theater owners and film exhibitors. Multiplex chains like INOX threaten retributive measures. PVR urges producers to wait until theaters reopen post-Corona. The Indian Box Office typically generates Rs. 10 to 15,000 crores yearly. With theaters shut indefinitely, significant business is lost. No potential earners can help the situation.
With ‘Gulabo Sitabo’ and ‘Shakuntala Devi’ going live on OTT there is an additional loss of Rs. 100 to 125 Crores. However, CEO Mohan believes that this situation is temporary in an extra ordinary circumstances due to unforeseen pandemic that has taken its toll on the film industry as well as the cinemas. He is confident that once the lockdown is lifted and the normalcy is restored, the industry will be back again with them.
Bollywood’s Role In Making OTT A Mainstream Medium
At present we are not sure when the cinemas will open and what measures will be taken. In the given Circumstances, the theatre owners can only wait for the crises to subside to start thinking ahead with their new plans.
Feature Films’ Release On OTT
The digital release of feature films is not a new concept. It always existed when the OTT platforms came to light. The 2020 FICCI-EY report states about 50 low-budget films released directly on OTT platforms in 2019. Streaming subscriptions for OTT platforms began as small films found less market. OTT also guaranteed a wider audience for these filmmakers. This saved them print and advertising costs. Theatrical releases are expensive, with major content acquisition handled by distribution companies.
While acknowledging the plight of producers, Manoj Desai says there can be no comparison with the theatrical experience which is irreplaceable. The films being telecasted on OTT were actually made for theatrical view like Sooryavanshi which won’t go for the digital release and will wait for the cinemas to Resume.
Last month the Hindi films Bamfaad and Ateet were released on ZEE5 and the the platform premiered, Nawazuddin Siddiqui’s long delayed comedy , Ghoomketu on May 22nd, 2020.
The Impact Of COVID-19 On Cinema
While the trend has helped the cinema to survive, it has also created implications for the larger Businesses such as producing a film or for the theatre owners and affecting big businesses.
Cinemas are shut across most of India, with an indefinite reopening. Mohan Desai expects business to resume in July, with partial seating. This would require sanitization and masks. It’s unclear if audiences will risk returning. Cinema-goers might prefer watching films on OTT at home for safety. This depends on reduced positive cases nationwide.
Global film shootings have been indefinitely postponed. This creates an OTT-theatrical rift across the supply chain. We no longer see earlier film promotions or lavish affairs. These have been reduced to webinars and telephonic interviews. Online video conferencing is also common. Marketers are now forced to benefit digital media firms operating through this crisis.
The Rise Of Digital Media
Digital Media consumption has increased and people are glued to their devices says Gautam Be Thakker The chief employee of Every media Technologies. A digital release is a different ball game altogether, the digital distribution to the well established OTT platforms has several advantages like content exclusivity, no pre-existing theatrical relationship. Every film release has had a unique strategy to stand out on the film streaming on various platforms.
The film industry has been severely impacted, facing huge debts. Producers are quickly opting to release films on various OTT platforms. Recent examples include Angrezi Medium and Gulabo Sitabo. Other films like Alia Bhatt’s Sadak2 and Sushant Singh Rajput’s Dil Bechara also followed. Audiences are eagerly watching these OTT releases. Senior actors like Ajay Devgn and Akshay Kumar have also announced their films for Hotstar.
Sushant Singh Rajput’s shocking death has brought his fans across demanding his last film Dil Bechara to be released in theatres for it’s the last film of their favourite star, however it is said the film is being released on Hot Star under the movement, #sushantonbigscreen. Time will tell whether the audience prefer the big screen or the OTT. Abhishek Bachchan has expressed his views on the subject by stating that there is less judgement in a web than in a cinema who is also on the verge of making digital debut in the show, ‘Breathe”Into the Shadows’. The actor says there is less pressure and one does not have to worry about the box office Figures. However, people will still judge his performance, and they will convey this to film critics. His next web film will heavily depend on his popularity from this first digital film, which releases soon.
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