The popularity of OTT platforms has skyrocketed, especially after the COVID-19 pandemic. People who once loved going to theaters now prefer the comfort of watching movies at home. This shift is evident as many moviegoers are not as enthusiastic about visiting theaters for Telugu movies in 2024 as they used to be. Nowadays, for a movie to attract audiences to theaters, it either needs to be exceptionally good or feature a star hero. If a movie lacks these elements, it struggles to make a significant impact at the box office.
OTT platforms have changed the dynamics of movie-watching. Previously, the excitement of a new release would draw crowds to theaters, but now, the promise of the same movie being available on OTT within a couple of weeks diminishes this interest. Many viewers find it more convenient to wait and watch the film at home rather than spending time and money to go to a theater.
Producers often appeal to the public, asking them to support films by watching them in theatres. Despite these appeals, movies often appear on OTT platforms very quickly. For instance, the film Krishnammastarring Satyadev was available on an OTT platform within 20 days of its release. Even bigger films face the same fate; Vijay Deverakonda’s The Family Star and Vishwak Sen’s Gangs of Godavari were on OTT within two weeks of their release.
Many producers push their films to OTT platforms soon after release to recoup their investments quickly. This practice is not limited to small producers; even big names like Naga Vamsi and Dil Raju follow this trend. Although there are rules suggesting that films should not be released on OTT until seven weeks after their theatrical release, these rules are often broken. Producers sometimes release their movies on OTT platforms within two weeks, despite claiming that audiences should support small films by watching them in theaters.
If a movie does not perform well in its first week or is deemed average, it quickly finds its way to an OTT platform. This trend could lead to a situation where only films featuring star heroes are released in theaters, while other movies go straight to OTT platforms.
The appeal of OTT platforms is understandable. They offer convenience, comfort, and a wide variety of content at a lower cost than a theater visit. However, this shift poses a significant challenge to the traditional theater experience. While star-studded films and blockbuster hits may still draw crowds, smaller films struggle to find an audience willing to visit theaters.
The future of Telugu cinema and the theater experience depends on how producers and audiences adapt to these changes. If the current trend continues, theaters might only see significant footfall for major releases, with smaller films relying heavily on OTT platforms for their success. Balancing the allure of OTT convenience with the unique experience of watching a movie in a theater is crucial for the future of the film industry.
