Vaa Vaathiyaar, titled Annagaru Vasthunnaru in Telugu, is the film that released for this Pongal/Sankranthi.
However, it turned out to be a major box-office disaster and quickly landed on OTT, which was largely understood given its poor theatrical performance.
What truly raises concern, however, is the successful Sankranthi release Nari Nari Naduma Murari, starring Sharwanand.
The film performed well at the box office and continues to run in theatres. Despite this, it is set to premiere on Amazon Prime Video on February 4, barely three weeks after its theatrical release.
At this juncture, one must ask who will still be interested in visiting theatres.
A mere three-week window is enough to dilute audience curiosity, especially among family crowds who generally plan theatre visits in advance.
Even successful films risk losing footfall when OTT releases arrive this quickly.
It is well known that OTT platforms strike early-release deals with producers. If producers push for an extended theatrical window, they often have to forgo a significant portion of the deal amount.
The shorter the window, the higher the price. Fearing unpredictable box-office outcomes, producers often give in.
Ultimately, this practice is steadily eroding theatrical business, with OTT platforms exploiting producer vulnerability and reshaping audience habits in the process.
In the end, Nari Nari Naduma Murari delivered a pleasant surprise for audiences who missed it in theatres, while simultaneously sending a shock through the theatrical ecosystem, highlighting how rapidly changing release strategies are reshaping viewing habits.
