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Bollywood turns to OTT platforms, big releases on Amazon Prime Video, Netflix, Disney + Hotstar
The COVID19 pandemic has taken a heavy blow to Bollywood, the Indian film industry, in terms of production, promotions and releases. But it also gave an explosion to the OTT platforms of new alternative media like Netflix, Amazon Prime Video, Hulu and Disney + Hotstar, etc.
As such, producers drop three films – Vidya Balan star Shakuntala Devi on Amazon Prime Video, Nawazuddin Siddiqui & Radhika Apte stars Raat Akeli Hai on Netflix and Featured Kunal Khemu, Vijay Raaz, Ranvir Shorey Lootcase on Disney + Hotstar. These OTT platforms will carry it straight to subscribers and not worry about having enough screens in theaters.
Vikram Malhotra, the producer of Shakuntala Devi – Human Computer, was quoted on HT as saying it’s been a disruptive period of reflection, and that we need to step back and take final calls. I think in a lot of ways we really have to learn to live in an environment where competition and clutter will exist wherever the platforms are and where the content is, he said. The good news here is that the eyeball universes are so vast that the content offering, especially July 31, is so diverse that there is plenty of room and room for everyone.
Yaara Director Tigmanshu Dhulia, whose film is also releasing on Zee5 an OTT platform, said that clashes are no longer a concern because there are so many platforms. He pointed out that the shelf life of a project on the web is very long. Film trade expert Girish Johar believes that even with clashes, it’s a win-win situation for everyone, as opposed to earlier when small movies would get bad times and bad theaters. He said that with OTT platforms everyone is on an equal footing.
Now, to meet consumer demand, OTT-based video streaming services want to market the movies using the same technique that Bollywood producers practiced in the past. Aparna Acharekar, Head of Programming at ZEE5 who published Nawazuddin Siddiquis Ghoomketu, told LiveMint that thoroughness is no different than that of a film studio or a filmmaker. She said full responsibility lies with the OTT platform to create awareness across all touchpoints.
The CEO of Shemaroo Entertainment Ltd, Hiren Gada, explained that the idea was to make the campaigns as visible and grandiose as a Bollywood film would have made, that is, with interactions with the media and from reviews of reviews on various platforms.
Industry experts have said Hindi-language films can spend between Rs 10-20 crore on marketing and promotions depending on the scale and actors involved. Streaming platforms could get closer.
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