After Kerala, Tamil Nadu theatres protest against short OTT release windows
Tamil Nadu theatres have expressed displeasure at new Tamil movies making their OTT debuts within four weeks after their initial release.
Feb 21, 2024
Rajinikanth in Jailer and Thalapathy Vijay in Leo.
The members of the Tamil Nadu Theatre and Multiplex Owners' Association recently gathered for the annual general body meeting. During the meeting, stakeholders discussed pressing issues facing the industry, especially in the post-pandemic market. The association also reiterated some of its long-pending demands, including a longer theatrical window for new Tamil movies.
Tamil cinema owners fight for longer theatrical runs
The association expressed displeasure at new Tamil movies making their digital debuts within four weeks after their initial release. In effect, most new movies become available for streaming in about 28 days. Not only do small-budget movies face this issue, but even big blockbusters have short theatrical runs, significantly undercutting their earning potential at the box office.
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For example, Tamil superstar Thalapathy Vijay's blockbuster from last year, Leo , arrived on streaming platforms even as it was still drawing audiences to theatres. The advent of OTT and significant changes in how people consume entertainment content pose a serious existential challenge to theatres.
Stakeholders fear that audiences may become accustomed to waiting a few weeks to watch new movies on OTT platforms from the comfort of their homes, instead of making the effort to go to theaters.
Despite protests in the past, the Tamil film industry has continued its practice of shorter windows between theatrical releases and digital debuts.
Film industry grapples with pandemic after-effects
Not only are exhibitors in Tamil Nadu grappling with this challenge, but their counterparts in Kerala are also facing similar issues. In response, many Kerala theatre owners have decided not to screen new Malayalam movies that don't plan to run exclusively in theatres for at least six weeks. It's noteworthy that theatres and multiplexes already have similar practices in Hindi-speaking states.
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New Hindi movies intending to make their OTT debuts in less than eight weeks after the initial release will not be screened across all theaters and multiplex chains in the North Indian states.
It remains to be seen how the Tamil film industry will respond to the demands of the theatre owners.
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