OTT PLAYERS TRY HAND AT THEATRE FILM PRODUCTION
It may drives this change and how experts weigh in on what As the trend emerges in India, affect the future of the entertainment industry VIKRAM BHATT,
O
TT platforms in India have been churning out interesting content for viewers and have found even greater acceptance amid the pandemic. What’s more interesting is their quest to foray into not just web original films but theatrical productions as well. OTTS TURN PRODUCTION PARTNERS
In a first for India, Amazon recently announced its decision to co-produce Akshay Kumarstarrer Ram Setu, which will release in theatres first and then head to their streaming platform. In the West, Netflix distributed films such as The Irishman and Marriage Story (both 2019), which were released in theatres for a brief period before being released on the platform.
Amazon, on their part, seems quite enthusiastic about the new venture. “Ram Setu is a movie that highlights a story from our rich Indian heritage and culture. I am glad that with Amazon Prime Video, audiences across 240 countries will be able to witness it,” says Vijay Subramanium, director and head, content, Amazon Prime Video India.
Makers and experts see this as an eventuality for other OTT platforms as well. Filmmaker Vikram Bhatt, who is helming the web show, Bisaat: Khel Shatranj Ka, says, “It is a logical business model for any OTT player. You would obviously think of film production, because why would you invest in films which are always just going to be licensed? I would rather make and create my own intellectual property rights (IPR); I am not surprised this is happening.”
WIN-WIN SITUATION FOR ALL PARTIES
Trade expert Atul Mohan talks about the many rights that the OTT platforms get to hold apart from web viewing. “Whenever the film, satellite or OTT deal will be renewed, the platform also stands to make money from it. It is a lifelong agreement, till each of the partners doesn’t exit from the contract.
The OTT platform would also be a partner in the theatrical business of the film, not only in India, but overseas as well,” he says.
QUESTION OF SUSTAINABILITY
Do experts think this model can sustain itself in India, also taking into consideration the current scenario where theatres are closed? Producer Anand Pandit welcomes this move. “Entertainment is an ocean, they can try their luck. Being a big and mature player, I don’t see any reason why these streaming platforms should not do this. They aren’t doing this only during the pandemic times, but are trying it out for the longer innings. They will come to know whether it is their cup of tea or not. Earlier, corporates have also come into film production,” he reasons.
Siddharth Anand Kumar, vice-president - films and events, Saregama India Ltd, concurs with Pandit, and says, “I think OTT platforms venturing into the space of film production signifies an intent that these platforms want to be involved closely in the business of making films from its very inception and not just be a conduit for distribution. Given that these platforms have deep funds and an appetite to establish their presence in the Indian entertainment market for the long term, I think this is a strategic move on their part and a trend that I can see burgeoning soon.”
WHETHER IT IS ABOUT CREATING THEIR OWN INTELLECTUAL PROPERTY OR BEING INVOLVED IN THE PROCESS OF FILMMAKING RIGHT FROM THE POINT OF ITS CONCEPTION, OTT PLATFORMS ARE TAKING THE PLUNGE INTO CO-PRODUCING AND PRODUCING FILMS FOR THEATRICAL RELEASES
Still from Marriage Story (Left) Still from Ram Setu; and The Irishman