OTTs Eye Box Office With Niche Films To Build Brands, Tap New Revenue

Streaming Platforms Have Audience Data To Make Decisions When Choosing Which Films To Back For Theatres

- Lata Jha

As streaming companies such as Apple back theatrical hits in the West, and platforms including Prime Video attempt to bring the model to India, experts said the strategy could give them an extra source of revenue. Rather than pay hefty acquisition fees only to stream films, they could also experiment with turning out films by partnering with movie producers. This could provide streaming platforms a chance to bring more niche, mid-budget experimental films to be taken to cinemas first, with adequate promotions and marketing.