The Nivin Pauly and Mamitha Baiju starrer Bethlehem Kudumba Unit has reportedly crossed the Rs. 300 crore gross mark worldwide and emerged as the latest industry hit in the Malayalam industry.
The film is still doing strong business in theatres. This has reportedly created a good problem for the makers. The film was supposed to be released on OTT by September 18. But now talks suggest that the makers have delayed the OTT release because audiences are still coming to theatres.
Jio Hotstar owns the post-theatrical streaming rights, but the platform has not announced an official premiere date yet. If the theatrical run continues strongly, the makers may prefer to keep the film in cinemas for another 2-3 weeks.
This could also be an interesting move in the current market. Audiences have become used to films arriving on OTT within 3-4 weeks of their theatrical release. However, when a film is still attracting strong crowds, an early digital release could affect its remaining theatrical business.
Bethlehem Kudumba Unit became a huge hit in Malayalam, but the film reportedly did not work in other versions, including the Telugu dubbed version. Because of this, audiences across the nation are now waiting to watch this feel-good romantic drama on OTT from the comfort of their homes.
Many non-Malayalam viewers feel that the film may suit OTT viewing better. They have seen the Rs. 300 crore reports and the industry-hit tag but still want to understand what the hype is all about. The OTT release will give a much wider audience a chance to watch the film and judge its appeal.
When Bethlehem Kudumba Unit finally arrives online, it will be interesting to see whether its Rs. 300 crore hype travels beyond Mollywood.
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