Summer Films Direct Release In OTT: Good Or Bad Strategy?

Summer is the second biggest season for film releases in Tollywood after Sankranthi season. In fact, summer witnesses good number of releases than that of any season. This year as well, more than a dozen Telugu films were planned for release during the biggest holiday season.

However, all the plans have been disrupted due to Coronavirus outbreak. Besides many films getting stalled, release dates also altered. Nani’s V, Pradeep Machiraju’s 30 Rojullo Preminchatam Ela, Vaishnav Tejs Uppena, Rana’s Aranya, Anushka’s Nishabdham and few other films were planned for release early in summer season. As is known, all these films stood postponed to unknown date.

Meanwhile, speculations are rife with the reports that, few producers among these films are mulling over the idea of releasing them directly in OTT platforms such as Amazon, Netflix Hotstar etc. In fact, digital platforms are ready to pay huge amounts given it is best time for them to cash in Corona lockdown situation.

The question is this OTT direct release is good or bad strategy. Going by the current scenario and upsurge in Corona positive cases every day, it doesn’t look encouraging and lockdown period may not end any time soon. Moreover, even if lockdown period will not be extended, audience may not dare to go watch films in theaters in near future, until vaccine for COVID-19 is developed.

On the flip side, theaters in other countries are expected to remain shut for 2 to 3 months. Few countries even extended closure of theaters for 5 to 6 months.

Above all, long delay in release will be a big burden and expensive affair for producers in terms of interests. So considering all these factors, it’s better to release small to medium range films directly on OTT platforms.