OTTs chase star-led box office flops

Audiences have rejected star films that didn't deliver on content and no longer flock to cinema halls for popular faces

- Lata Jha

Big star-led films such as Jigra, Khel Khel Mein, Auron Mein Kahan Dum Tha and Yodha that flopped at the box office are still being readily acquired by streaming platforms, which are known to otherwise control spending and turn cautious, with pressure on subscriptions and profitability.

The deals for the titles were all struck when the films went on the floor in the stars' names. OTT services are still keen to have these faces as part of their portfolio, experts said.

"Some films may do better on OTT than in cinemas," said Girish Johar, film producer, trade and exhibition expert. "The title is also acquired for a period of five to 10 years and is hosted by the platform as lifetime content, which may hope to break even at a later date."