DIRECT-TO-OTT NEW GOLDMINE FOR MEDIUM-BUDGET FILMS

NEW DELHI: Amitabh Bachchan and Ayushmann Khurrana starrer ‘Gulabo Sitabo’ shows that the direct-to-digital-release way can profitably work for Bollywood films made at a restrained budget, at a time the industry is reeling under the after-effects of shutdown owing to the COVID19 pandemic. However, big ticket Bollywood entertainers are still maintaining distance from OTT release and would prefer to wait for cinema halls to reopen.

One report claimed that the OTT platform bought the premiere rights of ‘Gulabo Sitabo’ for Rs 60-65 crore, which means that the makers made profit of around Rs 30-35 crore with the film.

“Yes, I started the film with an aim to release on a cinema platform, but the situation is like this that I had to experiment with the digital platform. Every film has its own destiny and the destiny of ‘Gulabo Sitabo’ was a digital premiere at Amazon Prime Video,” said director Shoojit Sircar. Digital world, however, does not seem to be enticing the biggies. Makers of much-anticipated films such as ‘83’ and ‘Sooryanvanshi’ have assured cinema owners that they will release their films in theatres first.

To this, trade analyst Girish

Johar added: “The films that are coming on OTT are somewhat premiumbased content. These are not big tentpole releases. 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 is 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.”

Upcoming big budget B’wood films prefer to wait for cinema halls