Token releases hit cinemas as OTT mandate kicks in

Over the past few weeks, cinemas have been flooded with small budget films that come with minimal marketing or audience anticipation, resulting in negligible box office returns. Titles such as Aankh Micholi, UT 69, Shastry Viruddh Shastry and Three of Us have made their way to theatres with audiences largely uninformed about their release.

- Lata Jha

Additionally, The Lady Killer, a T-Series production, reportedly hit screens in an incomplete state after exceeding its budget. Trade experts highlight a fundamental lack of understanding on the part of producers regarding audience preferences, emphasizing that these projects were initially intended for direct streaming on over-the-top (OTT) platforms but have been redirected to theatres, after streaming services' mandate for a theatrical release.