Big screen gamble: Why filmmakers are reconsidering quick OTT deals
While delaying OTT releases is emerging as a popular strategy to drive theatrical footfalls, industry veterans agree it cannot be treated as a magic formula.
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In a post-pandemic world where streaming platforms have become the default entertainment destination for many, India’s film industry is cautiously nudging audiences back to the cinemas. One key lever? Delaying a film’s release on OTT platforms to ensure it has a longer, exclusive theatrical run. But while the strategy may help restore a sense of urgency and exclusivity around movie-going, industry insiders warn that it’s not a one-size-fits-all solution.
Abhishek Jain, filmmaker and founder of CineMan Productions Limited, believes a delayed OTT release can definitely spark curiosity and drive early footfalls. “The urgency to watch a film rises when people know it won’t be available on OTT anytime soon,” he explains, pointing to the upcoming Sitaare Zameen Par, a film linked to the legacy of Taare Zameen Par and Aamir Khan, which is banking on this very tactic. However, Jain cautions that such a move may not work across the board. “If the film doesn’t perform well in theatres, it could have adverse effects. Every producer will have to decide whether it’s better to go for a pre-release OTT deal or aim for a longer theatrical window.”
He also notes that while OTT platforms offer pre-release profits and guaranteed distribution, they come with their own set of drawbacks — mainly the risk of getting lost in the digital clutter. “Not every story is meant for the small screen,” Jain says. “Films made for the cinema carry a different kind of value. They demand a different kind of attention.”
Satwik Lele, COO of Mukta A2 Cinemas, echoes this sentiment, noting that longer exclusive theatrical runs help re-establish cinema as an event — something people actively plan for, rather than passively stream at home. “When audiences know they won’t get immediate access on OTT, there’s a stronger pull to experience the film the way it was meant to be seen — on the big screen, with immersive sound and community energy,” he says. This sense of anticipation, he adds, not only boosts footfalls but also reinstates theatres as the primary destination for high-value content.
But the shift isn’t just about sentiment; it’s a strategic recalibration. Lele believes that while OTT platforms offer the security of upfront revenue, filmmakers are increasingly recognising the long-term benefits of a strong box office run — from elevated brand value to increased post-theatrical returns. “A successful theatrical release builds legacy, not just immediate monetisation. And audience sentiment is shifting — people want the big-screen magic again.”
Still, the post-pandemic audience has changed. Lele acknowledges that extended theatrical runs can’t become an industry-wide norm. “They’re not a one-size-fits-all model,” he says. “But for the right kind of film — event films, or titles with strong storytelling and star power — they are definitely sustainable. The audience will come, provided the value is clear.”
Vivek Krishnani, CEO of MovieVerse Studios (IN10 Media), agrees that the theatrical experience remains deeply rooted in Indian culture. “Cinema continues to hold a special place in India as a community viewing experience and remains one of the nation’s favourite pastimes,” he says. Even re-releases of older films, he points out, have managed to earn five to six times their original collections, driven largely by nostalgia and word of mouth. But to allow that word of mouth to build, a film needs time in theatres — something only a well-thought-out release window can provide.
Krishnani adds that the sheer number of entertainment options today makes it critical for theatrical content to stand out. “An effective platform windowing strategy creates a sense of urgency to watch films on the big screen,” he says. “Content has to be compelling enough to get people out of their homes and into the theatre.”
Still, challenges remain. Jain points out that for the average Indian, the cost of a cinema outing — tickets, food and beverage, travel — adds up quickly. “India lacks enough cinemas per square kilometre. And with prices the way they are, how much can a common man afford, realistically? A delayed OTT release might bring some people back, but I don’t think it alone can revive the culture entirely.”
While delaying OTT releases is emerging as a popular strategy to drive theatrical footfalls, industry veterans agree it cannot be treated as a magic formula. For it to work, the film must justify the cinema-going experience — whether through storytelling, spectacle, or star value. As Abhishek Jain aptly sums up, “Every film needs its own strategy.” And in today’s fragmented entertainment landscape, giving the big screen the respect it deserves may be the only way to make audiences value it again.
