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

New Delhi: As cinemas stay closed amid the continuing coronavirus pandemic, a number of films together with Amitabh Bachchan and Ayushmann Khurrana-starrer “Gulabo Sitabo” and Vidya Balans “Shakuntala Devi” have lined up for a digital launch, ditching the normal route of a theatrical opening. This has led to a tug of warfare between producers and exhibitors.

Unconfirmed studies point out 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” might additionally take the OTT path, with others films additionally anticipated to affix the rising listing.

Direct-to-OTT might grow to be an growing actuality within the close to future, however most within the business really feel there is no such thing as a menace to the large screens. Instead, it`s the daybreak of a brand new period the place each patterns of launch will in all probability discover a solution to co-exist.

The COVID-19 pandemic introduced alongside gloomy days for movie enterprise and reside leisure gigs with shut down orders, turning out to be financially strenuous for a lot of.

That`s why the direct-to-OTT transfer not solely means a push to the digital medium within the Indian market, but in addition a monetary respite to many members of business.

“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, instructed 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, really 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 stated.

Rewriting the film-watching story in India, Amazon Prime Video can be releasing seven Bollywood and regional movies, together with “Gulabo Sitabo” and “Shakuntala Devi”, within the coming months. Nawazuddin Siddiqui`s comedy movie “Ghoomketu” can also be going straight to OTT.

The transfer to launch movies on OTT platforms has naturally drawn criticism from exhibitors and film theatre chains.

“We are disappointed with some of our producers deciding to go straight to the streaming platform/s. We were hoping that the producers would accede to our request to hold back their film`s release till cinemas reopen,” stated Kamal Gianchandani, CEO, PVR Pictures, including: “This is not the first time films are being premiered on streaming platform/s. Cinema exhibition has regularly faced competition from new emerging distribution platforms over the last many years, and it has continued to enjoy cine-goers patronage and affinity.”

Multiplex chain INOX additionally issued an extended assertion, the core of which was: “The decision of production house to deviate from the globally prevalent content windowing practice is alarming and disconcerting. Cinemas and content creators have always been into mutually beneficial partnerships, where one`s action provided fillip to another`s revenues.”

The hullabaloo round digital launch has stirred up a debate, with actress Pooja Bhatt additionally becoming a member of in to level out that well being must be the main concern, earlier than enterprise.

“Question — Do theatres run movies or do movies run theatres? Content is king. The platform is secondary. People`s safety MUST take priority over profitability. If we truly care for our audience, we need to take the movies to them. Not lure them to theatres until we can guarantee safety,” the actress-filmmaker tweeted.

Producers Guild of India additionally hit again at sections of the exhibition sector who appear to be upset with an OTT platform`s transfer to launch movies straight earlier than their theatrical launch.

“Gulabo Sitabo” co-producer Ronnie Lahiri feels it’s time for the large display and OTT to “co-exist”.

“Cinema and exhibition models will always remain. Now, it will coexist with the digital. Earlier digital was treated as a downgrade, now it will be co-existing. It will be an option open to the director and producer. OTT will be a major player in the future, and at the same time I don`t think cinema will ever get over. There`s some disruption at the moment due to COVID-19. It will soon get back to normal,” Lahiri instructed IANS.

“Cinema has seen many threats — VCR, cable and TV. They had some effect on cinema, but it was a temporary phenomenon, and it will be the same this time as well. Huge investments have gone into these projects, that`s probably the reason they aren`t able to hold themselves back when they are getting good offers from OTT platforms,” Raj Kumar Mehrotra, common supervisor at Delite Cinema, identified.

In the identical vein, commerce analyst Rajesh Thadani instructed IANS: “Once things normalise, then people won`t directly go to OTT platforms. This is a temporary phase.”

Digital world may be a brand new actuality for a lot of, however not for biggies like “83” and “Sooryanvanshi”. The makers of those big-ticket Bollywood movies have assured cinema homeowners that they are going to launch the movies in theatres first.

“That`s because they get good revenue from theatres,” asserts Mehrotra.

Girish Johar additional defined: “The movies which can be approaching OTT are considerably premium content material. These will not be massive tentpole releases. Hollywood is following the identical factor. Marvel Studios has pushed all of the tentpole films to 2021.

“OTT can`t be a revenue platform for buying 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, and the window will be respected by the makers as well,” he added.

“Once lockdown is over and safety precautions in place, theatrical revenue will jump by more than 20 per cent because there is a lot of pent up demand,” Girish stated.

In Hollywood, many tentpoles had been pulled from launch due to the coronavirus pandemic and the next closure of multiplexes. Sony delayed most of its summer season slate, together with “Venom” sequel, “Morbius” and “Ghostbusters: Afterlife”. Disney postponed “Black Widow” and “Mulan” whereas slated “Artemis Fowl” for launch on Disney+ Hotstar. Warner Bros. reshuffled “Wonder Woman 1984” and “In The Heights”. Universal halted “Minions: The Rise Of Gru” and “Fast & Furious” entry “F9”, whereas Paramount moved “A Quiet Place Part II” and Tom Cruise`s “Top Gun: Maverick”