COVID’19 Impact: Accepting the Co-existence of OTT with Theatrical
Release in India
Muhammed Salih
Department of Chemical Engineering
TKM College of Engineering, Kollam, Kerala, India
salihotp@outlook.com
This is the dawn of a new era where both release modes will probably find a way to survive.
COVID-19 pandemic brought with closed orders for film business and live entertainment,
becoming financially difficult for many, which is why the direct-OTT move not only means a
breakthrough for digital media but also for the Indian market and many members of the
industry mainly producers [1]. The industry has now begun to address some critical issues.
The move to release some content on OTT will alleviate the short-term financial pressure on
production hazards. However, the Indian film industry still relies on the box office for the
majority of its revenues, and the exhibition industry needs to remain the next partner once the
Covid-19 crisis is over [2]–[5].
There are many other factors that compel producers to release their films on the OTT
platform,
1. The age of movies is fast. Changes in technology, the current environment is
changing, and relevant topics may get old. It is inevitable that a film release is timely,
otherwise, the money and effort of many is diminished.
2. There are lots of films already completed and few films are at the edge of completion,
So producers and directors were aware of the fact that even after the removal of
lockdown barriers, it will be difficult to get a place for their film within the theatre for
an appreciable period of time.
3. In addition, there is uncertainty about the new restrictions that will be imposed on
theatres and the social distancing, such as concerns about people visiting the movie
hall.
4. It reduces our dependence on the whims and caprices of so-called superstars who
claim they bring the audiences in, not the story, not the director, not the producer, not
the DOP, not the music, not the dialogue writer
5. Producers and directors want the best for their film. One wants to protect the
investment, the other wants the maximum amount of people who experience her / his
film for the longest time.
6. The film is ready for release with a film financed by the producer himself. There is no
other option but to go straight to him without the clarity of a dramatic release. This is
an exception, not a new standard.
At the same time, this has had a major impact on theatre owners in sales, and they want the
producers to agree to a request to halt the release of their film until the cinemas reopen. Also,
they believe that OTT can`t be a revenue platform for buying a Rs 200 crore film. In the case
of OTT platforms, it is the time when they can get maximum subscribers as everyone is at
home, that`s why they are buying new films. Cinemas need not fear as there would be jump
once everything is normal. Over the past several years, the Film Exhibition has been facing
competition from emerging new distribution platforms like OTT, now its time to think in new
perspective for the Theatrical owners to counterattack the challenge raised by OTT platforms.
This is a short-term variation in worldwide release windows. Cinema halls never exist
because there is nothing beyond the experience of watching movies on the big screen, but I
don't know what will be the adverse effect when smartphones began to deliver the Visual
treat as that of Cinema halls (currently smartphone manufacturers focus on camera quality
and processer, in future due to the growing era of OTT may they also focus on Visual
experience for their customers). But at the same time, OTT platforms need to overcome the
threat related to movie piracy, since movie piracy and OTT have direct proportion.
Conclusion
OTT will dominate Film Industry in near future, there will be upcoming trend in increasing
release of movies in OTT platform or OTT provide better opportunities for non-Commercial
and Low budget films even after removing the barriers of lockdown even after Covid Impact
in India.
References
[1] “Lukewarm response for OTT release from producers - The Hindu.” [Online].
Available: https://www.thehindu.com/news/national/kerala/lukewarm-response-for-
ott-release-from-producers/article31732304.ece. [Accessed: 03-Jun-2020].
[2] “Will movies releasing directly on OTT platforms become a norm post-Covid? Experts
think otherwise | Business Insider India.” [Online]. Available:
https://www.businessinsider.in/advertising/media/article/will-movies-releasing-
directly-on-ott-platforms-become-a-norm-post-covid-experts-think-
otherwise/articleshow/75808931.cms. [Accessed: 03-Jun-2020].
[3] “Theater or OTT? Suriya reveals his plans for the release of ‘Soorarai Pottru’ | Tamil
Movie News - Times of India.” [Online]. Available:
https://timesofindia.indiatimes.com/entertainment/tamil/movies/news/theater-or-ott-
suriya-reveals-his-plans-for-the-release-of-soorarai-pottru/articleshow/76136887.cms.
[Accessed: 03-Jun-2020].
[4] “5 Movies That Will Most Likely Release On OTT Platforms Instead Of Theatres.”
[Online]. Available: https://www.mensxp.com/entertainment/bollywood/76143-5-
movies-that-will-most-likely-release-on-ott-platforms-instead-of-theatres.html.
[Accessed: 03-Jun-2020].
[5] “OTTs win over multiplexes in lockdown as Amazon Prime Video sets off ‘direct-to-
digital’ in India.” [Online]. Available: https://yourstory.com/2020/05/ott-win-
multiplex-lockdown-amazon-prime-video-direct-digital-india. [Accessed: 03-Jun-
2020].
