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South India demands 8-week film-to-OTT window
21 Mar
Summary
- Exhibitors propose a standard eight-week theatrical window.
- Move aims to boost cinema footfall and support smaller films.
- Producers cite economic balance needed between cinema and OTT.
Exhibitors from all five South Indian states have convened to propose a standardized eight-week theatrical release window. This initiative aims to encourage audiences to return to cinemas, as current trends see many viewers waiting for films to arrive on OTT platforms. The proposal seeks to benefit smaller and mid-budget films, which are reportedly not being acquired as actively by OTT services and depend more on theatrical success.
Industry experts highlight that uneven OTT gains have impacted producers, with actors often receiving larger shares of revenue. The lack of enforcement of existing agreements, such as the 42-day window commitment, has also undermined theatre owners. Producers emphasize the need for a balanced ecosystem where everyone in the supply chain, from producers to OTT buyers, can profit.
This unified call for an extended OTT window from South Indian states aims to address declining footfalls and the shifting entertainment landscape. The success of this proposal hinges on reaching a consensus among all involved film industries and ensuring a sustainable economic model for both theatrical releases and digital premieres.
