SV A Game Changer In Theatrical Run and OTT Release Strategy

Sankranthiki Vasthunam, which premiered at the 2025 Sankranti festival, has become one of the highest-grossing Telugu films, earning over ₹150 crore share worldwide. The film continues to enchant audiences with excellent occupancy, especially on weekends, even weeks after its release. Unlike many recent films that arrive on OTT within four weeks of release, Sankranthiki Vasthunam is taking a different approach by extending its theatrical run for eight weeks, significantly contributing to the film's sustained performance in cinemas.

Before its release, Zee Group acquired the film's digital and satellite rights in a lucrative deal. With the satellite market witnessing a decline due to early OTT premieres, Zee is experimenting with a new strategy. Instead of following the standard pattern of releasing on OTT within a month and premiering on television after a few months, they are reversing the process. Sankranthiki Vasthunam will first have its television premiere on March 9, followed by its OTT release the next day.

If this experiment proves successful, it could lead to a shift in the industry, influencing other networks like Sun Group and ETV to adopt similar strategies. Given the current challenges in securing satellite partners, even for major pan-India films, this approach might help revive the television market while ensuring better visibility and revenue for filmmakers. The success of Sankranthiki Vasthunam's unique release strategy will be closely watched by the industry, and its impact could be felt in the months to come.

As the Telugu film industry continues to evolve, it's clear that innovative release strategies like the one employed by Sankranthiki Vasthunam will play a crucial role in shaping its future. By extending its theatrical run and reversing the traditional OTT release pattern, the film has not only achieved significant commercial success but also paved the way for other filmmakers to experiment with new release strategies.