In recent years, blockbuster films like Pathaan, Jawan, Animal, and Stree 2 have been incredibly successful at the box office. However, there's a growing concern in the film industry about how much influence OTT platforms (like Netflix and Amazon Prime) have on movie production.
Many insiders say that these digital platforms are now calling the shots on what kind of content producers should make.
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As a result, some directors who have had failures in theaters but some success on OTT are getting more chances to make films, while others who are known for big-screen stories are struggling because their style doesn't fit what OTT platforms want.
The way movies are cast has also changed. OTT platforms are offering extra money for certain actor-director combinations based on their previous successes on digital platforms, rather than focusing on whether the actors are a good fit for the roles.
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Release dates are often influenced by OTT deals. For example, if an OTT platform has two films, they may not allow both to be released on the same day in theaters to avoid competing for viewers when they are released on their platforms.
Two upcoming films, Singham Again and Bhool Bhulaiyaa 3, are set to release on the same date because one is associated with Amazon and the other with Netflix.
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If either film tries to change its release date, the OTT platform might not be flexible and could demand a new contract, which might involve renegotiating the price.
In a similar situation, NTR's Devara is releasing on September 27 without competition from other big Bollywood films. This is because the leading OTT platforms decided against allowing two major releases on October 2, as it could damage their release calendar.
The OTT platforms have communicated to the producer that if they decide to release their film on October 2, it could lead to a split in their partnership. This is because the platforms have Devara also set to premiere around that same time.
While releasing on a national holiday like October 2 is a smart business move for the producer, the restrictions imposed by the OTT platforms make it difficult to change the release date.
Interestingly, OTT platforms prefer when two big films, owned by different OTTs, clash with each other at the box office, as this can lower box office earnings. If a film underperforms, OTTs may be able to acquire it for a cheaper price later on. This tactic gives OTT platforms more power over the producers.
Smaller and mid-sized producers feel the pressure the most. If they miss production deadlines, OTT platforms can pull out of deals, leaving the producers in a tough spot.
The key takeaway is that producers need to regain control over their creative decisions. Instead of simply making what OTT platforms want, they should focus on creating content that excites cinema-goers.
While OTT platforms are doing well, producers must remember to stay true to their audiences and the art of filmmaking. If this trend continues, the industry could face serious problems in the future.