Marathi Films Miss OTT Spotlight: Why?

Marathi cinema, lauded for its content and technical quality, faces a significant challenge in securing preference from major Over-The-Top (OTT) streaming platforms. Unlike the widespread appeal of South Indian films, Marathi movies often struggle for visibility and acquisition, a situation attributed to several factors.

Experts note that while platforms like Netflix and Amazon Prime Video have dedicated acquisition heads for South Indian cinema, a similar role for Marathi content is conspicuously absent. This disparity impacts how Marathi films are considered and promoted.

Historically, Marathi cinema saw a golden period between 2013 and 2019, before the OTT era. The subsequent rise of South Indian films, coinciding with the COVID-19 pandemic, saw them gain significant traction on OTT due to strategic availability and perceived market value. Many South Indian films were also available for affordable acquisition prices, further boosting their digital presence.

The global South diaspora is a significant factor in why South Indian films are favored by streamers. Their larger international audience makes them a more attractive proposition compared to the smaller Marathi diaspora. Streamers often acquire films in bulk from a region; the sheer volume of South Indian languages (Tamil, Telugu, Kannada) combined offers a more comprehensive package than what Marathi cinema alone can provide.

During the pandemic, while many Hindi and South Indian films received direct-to-digital releases, Marathi cinema saw limited digital releases. Some Marathi films that performed poorly in theaters are now finding it difficult to secure substantial deals with streaming platforms, as OTT giants often evaluate theatrical performance. While some films are now paid based on viewership, the earnings are often not substantial.

Economically, most Marathi films are produced within a Rs. 3-5 crore budget, with additional Rs. 1-1.5 crore for prints and advertising (P&A). Non-theatrical rights (digital and satellite) typically earn around Rs. 2 crore, necessitating that producers recover at least 50% of their investment from theatrical releases.

However, there are evolving trends, with some actors and producers expressing optimism that the scenario is changing, and Marathi films performing well at the box office are now commanding better prices from OTT giants.