Theatrical releases score over web originals on OTT
“Prime Video was already big on acquiring big tentpole film and Netflix has caught on. Budget allocation to big Hindi and southern movie titles will only increase," Andhare said. According to the Ormax report, Shah Rukh Khan-starrer Jawan that dropped on Netflix in November, recorded a launch week buzz of 53%, the highest any property has managed on OTT, since the second season of The Family Man in June 2021.
“Despite streaming being an established category in India now, the Indian OTT viewer continues to be in awe of the stardom that big-ticket theatrical content offers. Many SvoD viewers are cinema viewers, even fans, who have added OTT content to their viewing mix in the last few years," the report said. The production values, star appeal and promotion budgets associated with theatrical films besides their exclusivity and reach among masses creates more hysteria as compared to any other formats, Chandrashekhar Mantha, partner, media and entertainment sector leader, Deloitte India said.
“Theatre is also driven by an experiential and social quotient that distinguishes itself from other modes of entertainment. Post covid, there has been a phenomenal recovery in this sector as audiences returned to theatres. Largely, the audience driver has been good content with big film stars," Mantha said.
The excitement around theatrical films persists, undiminished by the surge in web originals and direct-to-OTT films, Kavitha Jaubin, vice-president, content and strategy at Telugu and Tamil OTT platform aha Video said. However, given the escalating costs associated with securing rights for major films, relying solely on this model becomes impractical. “Instead, it is essential for OTT platforms to take on the responsibility of
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