Entertainment
Are Bollywood Producers Saved By OTT Giants After Box Office Crashes
There are many video streaming platforms available in India which have breathed new life into non-performing box office movies. For many years, we have witnessed the pattern of old and new movies being released on these digital platforms, where audiences have now accepted them after discerning these movies in theaters.
Many super-flop movies have been seen in OTT’s “trending” segment, such as “Sahib Biwi Aur Gangster Returns”, “Gori Tere Pyar Mei”, “Luck By Chance”, etc. Several video streaming apps like ShemarooMe, have also teamed up with telecom companies like Vodafone Idea Ltd or with MX Player for distributing many old and new movies.
The meaning of the theatrical release was to bring the family together on weekends when the craze to see a celebrity on screen was huge. Bringing the pure thriller example of witnessing the action scenes on the big screen was a craze where now only 50-60% of people go to these cinemas to watch a movie and not with a motive to rate the movie but just like a simple output.
This mentality therefore limits opportunities for niche genres that are not intended for mainstream performance and can be termed as films such as “Lust Stories” or “Ajeeb Dastans”, and have many unfamiliar faces. Therefore, a digital platform is a special place for an individual where the deeper meaning of the film can also be reflected and recognition can also be given.
Several Bollywood movies have gained popularity after their theatrical release and become a hit on the digital screen. Zoya Akhtar’s “Dil Dhadakne Do” was a box office flop, but was among the “Top 10” movies to watch on Netflix and was suitable for small screen or home viewing.
While theatrical success is a big measure of a film, small titles are often a more or less beneficial success factor for the filmmakers. In the digital age, a film can take time to develop or gain acceptance, if it is also out of theaters where the streaming giants run their algorithms and, depending on an individual’s preferences, can make any flop a super hit on OTT.
Even earlier, several films that flopped at the box office were scraped from television. Amitabh Bachchan’s “Suryavansham” was a major box office failure, but on television the film was a family hit and in today’s generation it has become popular meme content.
The box office is never the only part of a film’s calculation towards its success, where now streaming platforms have taken the rights and lead to where new discoveries are made after the theatrical release, which is to anyway a good sign for producers.
A critically acclaimed film could never work in theaters because the plot meanings are not rooted in a commercial direction, but the recognition that these genres can get, where they can be discovered later, can be given to them. by these streaming giants.
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