Nani is a hero who focuses on stories rather than box-office numbers, evident in his film choices, directors, and scripts.
Unexpectedly, after a rustic film like Dasara, he opted for a softer film like Hi Nanna. The payoff is clear, and he earns credibility with each project, a key factor for any actor’s longevity.
We reported on the declining OTT market, with even well-known heroes recently struggling to close OTT deals for their movies a few weeks before release.
However, Nani’s projects are selling like hotcakes in the OTT space, providing a safety net for producers long before the theatrical release.
Netflix bought Nani’s Saripodhaa Sanivaaram for 45 crores, and it is no surprise, considering they acquired five consecutive Nani movies (Shyam Singha Roy, Ante Sundaraniki, Dasara, Hi Nanna, and Saripodhaa Sanivaaram). This shows how impactful his movies are for the streaming giant.
Despite substantial efforts and follow-ups from the production side, Netflix India bosses have consistently rejected few Telugu deals recently.
The reason behind Nani’s digital market growth and producers securing fancy revenues well before release is solely attributed to Nani.
Firstly, his movies garner significant viewership on streaming platforms, catering predominantly to family audiences who comfortably watch with multiple family members.
Secondly, his script choices align with the preferences of OTT viewers.
Additionally, Nani’s proactive promotion of movies before release assures OTT platforms of visibility and effective marketing. For instance, Nani extensively promoted Hi Nanna from Hyderabad to Kochi to the U.S., providing additional advantages and confidence for OTT buyers to invest significantly.
Looking ahead, no star film can survive without the digital market, and Nani’s successful model serves as a blueprint to follow for others.
