Post-pandemicthe ‘new normal’ led to vital modifications in the film consumption sample. With cinema halls shutseveral films have been launched straight on digital platforms. When theatres restartedthe worry was that it’ll take some time for the enterprise to come back again on monitor. As a resultthe filmmakers determined to release their films on OTT 4 weeks after it was launched in cinemas. Earlierthe eight-week rule was adopted. With streaming giants paying extra for films that premiere on their platforms as early as potential after theatrical releasethe four-week window rule was agreed upon by all partiesincluding exhibitors. The thought was that because the producers have been struggling because of decrease income from the field officethey ought to be compensated for it by premiering their movie early on-line.
BREAKING: From August 1Bollywood films will release on OTT platforms only after completing 8 weeks in cinemas
Howeverin the previous couple of monthscinema halls started working with 100% occupancy in every single place. Many films did document some businessproving that the enterprise is getting again on its toes. As a resultthe varied stakeholders have determined to stick to the sooner association of releasing the films on-line only after eight weeks of release in cinemas. The stated rule will come into impact from August 1. This implies that all of the films which will be launched in cinemas from subsequent month like Raksha BandhanLaal Singh ChaddhaLigerBrahmastra and many others will premiere on OTT after completing eight weeks in cinemas.
When contactedDevang SampatCEOCinepolis Indiaconfirmed this growth stated“There was no rule as such. It was an understanding between the producers exhibitors (due to the unusual circumstances). But nowthe producers themselves have reached out to us stressed on the exclusivity window for theatrical release.”
Film exhibitor distributor Akshaye Rathi defined“It’s a mutually agreed-upon call. Movies like RRR and KGF – Chapter 2 have done over Rs. 1000 crores net business. Films like The Kashmir Files and Bhool Bhulaiyaa 2 have done exceedingly well. JugJugg Jeeyotoohas done really well. In that sensethe business has come back to normal. With absolute mutual consent agreement between the production sector exhibition sectorI believe movies are going back to having an eight-week window for the simple reason that it is in the interest of the producers. The streaming satellite rights are sold for a fixed price. If the movie does exceedingly well on these platformsthere’s no upside to that. Howeverthe box office is the only place which gives you an unprecedented lopsided upside. That’s the reason why every filmmaker would want to try get a share of this pie. That can only happen when you give it a proper chance at the box officethat iswhen the audience is not thinking in terms of ‘yeh film toh 2-4 hafton mein OTT pe aa hi jaayegi’. More than anything elseit’s about rebuilding the habit of the audience wanting to watch movies in theatres. And this only benefits the producers eventually. The more the box office collections arethe more the producers stto gain.”
In the pre-pandemic eraa few filmmakers tried to get their films on-line earlier than completing eight weeks in cinemas. Howeverthey needed to face a troublesome time. The Rajkummar Rao-starrer Shaadi Mein Zaroor Aana (2017) Vikram Bhatt’s horror flick 1921 (2018) obtained a delayed release in multiplexes as their makers desired to not comply with the eight-week directive. The exhibits of those films commenced in the afternoonon the day of releaseonly after they assured multiplexes that their movie will be launched after eight weeks on OTT.
In January 2020Ramesh Sippy’s delayed movie Shimla Mirchistarring Hema MaliniRajkummar Rao Rakul Preet Singhdidn’t release in multiplex chains because the makers had signed a take care of Netflix for an early premiere. Last yearjust after the second wavethe makers of Kangana Ranaut-starer Thalaivii (2021) determined to not comply with the short-term four-week rule as an alternative come on Netflix inside two weeks. It was snubbed by multiplexes the producers needed to make do with a release on single screens standalone multiplexes.
So after August 1if any filmmaker needs to have an early OTT premierewill she or he be allowed to take action? Akshaye Rathi replied“It’s not like they won’t be allowed. They are the producers it’s their copyright. On a case-to-case basisdepending on the cost-benefit analysis of the particular filmthe producers exhibitors will take a call. And forget about exhibitors in general. It is every exhibition chain’s call. PVR will take its own call so will InoxCinepolisMirajetc. Even single screen cinemas will take their own call. We have seen in the past where certain release plans of producers didn’t suit the exhibitors they chose not to play. The others did.”
Ultimatelyfollowing the eight-week window association is in the pursuits of everyoneincluding producersfeel exhibitors. Akshaye Rathi noticed“If the film delivers at the box officethe producers can negotiate a better satellite OTT deal as well. Henceif you give the box office a solid chance it performsthe value of every other right amplifies. So it’ll be better for the producer in every possible way.”
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