Box-office performance dictating OTT release schedules

OTT platforms typically schedule films in advance as standard norm, but now have to adapt to flexible release windows

- Lata Jha

The gap between theatrical premiere of films and their release on streaming platforms is increasingly becoming flexible, depending primarily on box-office performance. If a film doesn't do well in theatre, it may debut on OTT platforms as early as four weeks or even earlier, digressing from the 6-8 week norm.

Tamil film Kanguva, which released on 14 November and had a longer OTT window, was made available on streaming platforms within four weeks after fizzling out in cinemas.

"It makes more sense (to keep the window flexible). If audience's response to a film is mixed and is not exactly doing great business in theatres, it is prudent for producers to bring it out on a streaming platform while it is still in the news and there is noise around it," film producer, trade and exhibition expert Girish Johar said.