Anyone who has closely followed the Telugu film industry in recent years, especially after COVID, knows how strongly OTT platforms and early digital premieres have affected the theatrical market. The rise of streaming services and shorter theatrical windows has reduced footfalls in cinemas, sparking continuous debate within the industry.
Now, the issue has resurfaced once again. At a recent Executive Committee meeting of the Telugu Film Chamber, a proposal was made to implement a mandatory eight-week gap between a film’s theatrical release and its OTT premiere.
The decision is expected to be finalized after discussions with the Producers Council and the Guild. However, similar discussions have taken place in the past between exhibitors, distributors, and producers, without leading to any concrete outcome.
In North India, an eight-week theatrical window works largely because national multiplex chains control nearly 60–75% of a film’s revenue. Their stronghold allows them to strictly enforce such policies.
The situation in the Telugu market is very different. Here, many exhibitors are also producers, and in some cases, distributors as well. Implementing a strict OTT window could mean sacrificing a share of digital revenue, making it a complex decision.
Moreover, lucrative OTT deals, sometimes ranging from ₹130 to ₹200 crore, often closed six months before a film’s release, act as a financial safety net for producers. These agreements help recover investments and reduce risk even before a movie hits theatres. Because of this security, OTT platforms currently hold significant negotiating power, and changing the system will not be easy.
In some cases, producers even offset theatrical losses through OTT deals. At the same time, the assurance of an early digital release discourages a section of the audience from watching films in theatres, as they know the movie will soon be available online.
Therefore, producers, theatre owners, and distributors must come together and arrive at a balanced decision, one that protects everyone’s interests while also reviving theatre culture and increasing footfalls in cinemas.
