Reason behind Kalki 2898 AD OTT premier delay.Amidst a string of disappointing releases, including "Double iSmart" and "Mr. Bachchan," Prabhas's sci-fi epic "Kalki 2898 AD" found a lifeline in the theatrical market. With a five-day holiday weekend looming, distributors strategically re-released the film in over 60 theaters across Andhra Pradesh and Telangana, capitalizing on the lack of compelling new offerings.
"The recent releases weren't drawing crowds," explains a distributor. "With 'Mr. Bachchan' and 'Double iSmart' performing poorly, we were worried about the lost revenue during the holiday weekend. So, we screened 'Kalki,' which is a visually spectacular film, and found some decent collections."
The decision to re-release "Kalki" in theaters was further supported by its unique appeal and the audience's willingness to pay Rs. 100 per ticket for the sci-fi thriller, particularly at single-screen theaters.
The film's digital premiere, initially scheduled for August 15th, was deliberately pushed back to August 22nd to coincide with the holiday weekend. This strategic move aimed to help distributors recover some losses and capitalize on the limited entertainment options available.
The success of Mahesh Babu's "Murari" re-release, which generated Rs 6 crores, has spurred a wave of re-releases, with Chiranjeevi's blockbuster "Indra" set to return to theaters on August 22nd. Distributors are increasingly turning to re-releases of superstar films to salvage their businesses and attract audiences, especially during periods of weak new releases.
"Superstars' re-releases are our lifeline," concludes the distributor. "Otherwise, it would be incredibly difficult for exhibitors and distributors in Andhra Pradesh and Telangana to survive."
This shift in strategy reflects the challenges faced by the Telugu film industry, where box office performance is unpredictable, and audiences are discerning about their choices. As the industry navigates these complexities, re-releases of established films appear to be a temporary solution for survival until the next big blockbuster emerges.