Extremely Dull BO: OTT Effect or Pushpa 2 Effect?

Even with ₹99 tickets, the box office performance of Cinema Lovers Day was disappointing. Questions regarding the impact of OTT platforms and the hype surrounding Pushpa 2 arise in the wake of the poor attention given by the audience.

There was hardly much growth to speak of with films such as Moana 2, Bhool Bhulaiyaa 3, and Singham Again, which made barely a dent in crossing ₹1.3 crore. By and large, the dearth of good options led to very low ticket prices not exciting anyone either, even on a discount rate.

Due to the presence of free and relatively cheap content, OTT services are emerging as a big competitor to cinema halls. The availability of quality content at home has reduced the appeal of cinemas, especially when the movies fail to attract audiences.

The other issue is Pushpa 2 releases next week. Foot activity in cinemas is zero as audiences are waiting for this massive film, which overshadows every other movie playing in cinemas.

Poor box office results, even on discounts on days, reflect how OTT and big-ticketed movies like Pushpa 2 are disrupting the cinema industry. The industry has to change to survive.