Hindustan Times (Patna) - Hindustan Times (Patna) - Live
BOX-OFFICE CLASH? NOT A WORRY ON OTT, FEEL FILMMAKERS
What’s a Bollywood release without the quintessential clash at the box office, where two or more films vie for the audience’s attention? And there were many face-offs lined up for the year, but the Covid19 pandemic changed the equation as many films opted for the OTT route. Taking the box-office clashes with them.
But it’s no longer a worry for producers and exhibitors, as they don’t have to stress about getting enough screens in theatres. On July 31 for instance, three films are dropping on different OTT platforms — Shakuntala Devi, Raat Akeli Hai and Lootcase.
“It has been a period of disruptive thinking, we had to pull back and take some calls. I feel, in many ways, we need to learn to live in an environment where competition and clutter will exist. The good news here is that the universe of eyeballs is so large and the content offering so diverse, there is enough room for everyone,” says Vikram Malhotra, producer of Shakuntala Devi.
Director Tigmanshu Dhulia, whose film Yaara is releasing on July 30, on another OTT platform, says, “I don’t think clashes are a concern anymore because there are so many platforms. The shelf life of a project on the web is very long. Aisa nahi hai ki pehle din kisne dekha.”
Even with these clashes, it’s a win-win situation for everyone, feels film trade expert Girish Johar. He feels unlike earlier, when ‘smaller’ films would be given bad show timings and theatres, with the OTT platforms they’ve got a level playing field. “It’s been a challenge for smaller films to get screens. Even when they did, they’d be consumed by the big releases. This is a blessing in disguise for all such films. They don’t have to spend anything on promotions and marketing either,” he shares.
Flexibility of OTT platforms is what will make clashes redundant despite films releasing on the same dates, feels producer Anand Pandit, adding that rather than the clash of films, it might be a clash of the OTT platforms.
“If a films ends at 9pm on one platform, I can go to the other at 9.05pm and start another film. Clashes aren’t going to be how they used to be. Each film will have its breathing space. If I’ve subscribed to three platforms, I’ll watch all three, there’ll be no ‘either or’, like it used to be in theatres due to the tight budget every family has,” says Pandit, whose production, The Big Bull, is also headed for an OTT release.
So, how are release dates of the films decided on the web? A source from an OTT platform says weekend slots are most popular. “It’s decided mutually by the filmmakers and platforms. The lockdown is still there, but weekends are considered to be relatively free days when people have the time to watch something. Hence, most films are releasing on Fridays, resulting in so-called clashes,” he informs.