While over-the-top (OTT) or digital streaming platforms have already established a huge market internationally, India is no exception. Here, the digital revolution began in 2012 when IIT Kharagpur graduate Arunabh Kumar started producing original and entertaining content on his online digital entertainment channel — The Viral Fever, popularly known as TVF.
Superstar Shah Rukh Khan, who believes that big screens have a draw of their own, is also going the digital way. Red Chillies Entertainment and Netflix are working on an original series based on the book “Bard of Blood” slated for release in September. Salman Khan Ventures has also signed an exclusive worldwide content deal with Amazon Prime Video for his upcoming movies.
Hindi originals such as Amazon Prime’s Breathe or Netflix’s Sacred Games have already become massive successes and the regional market has also been catching up like Zee5’s Kallachirippu, Auto Shankar and Amazon’s Vella Raja. Emerging talents are one of the biggest beneficiaries of the growth of digital platforms and some of them have become overnight internet sensations.
Speaking about OTT platforms, filmmaker Vetrimaaran, who has delivered National award winning films like Aadukalam and Visaranai, says, “Any creative work is good for the industry, creators will always be celebrated whether it is on the OTT platforms or the theatres.” The director himself is planning to release a web series ‘Rajan Vagaira’, as a prequel to his critically acclaimed movie Vada Chennai.
This opportunity to showcase content on digital window will resurrect projects which were considered unsuitable or nonviable for theatrical release or resonate with global audiences. Some producers have moved over to digital as recovery and dependence on theatrical rights is becoming risky.
TFPC (Tamil Nadu Film Producers Council) committee member and producer T Siva says, “Releasing the movies in the OTT platforms within four-five weeks definitely affects the business. Small budget films are more affected compared to big budget ones. For instance, films like Raatchasi and Bakrid were received well by the audience, but failed to capture the box office numbers. People wait for a month and watch it in the OTT platforms."
Industrialist Mukesh Ambani recently announced the ‘Jio First Day-First Show’ plan for Jio users which allows the audience to watch the latest movie on the day of its release at home.
Welcoming this idea, Madhiyalagan Subbiah, screenwriter and upcoming director says, “Theatre atmosphere is completely different from these OTT platforms. The ambience, surround sound and the 70mm wide screen experience will invariably draw the audience to the theatres. In Hollywood, Quentin Tarantino’s film Once upon time in Hollywood was a massive hit in the theatres despite the film releasing in OTT platforms,” he adds.
A year from now, the price for OTT rights may be higher than theatrical rights for films.
