Ranbir Kapoor’s blockbuster film, ‘Animal,’ is set to make its digital debut on Netflix this Republic Day, January 26, 2024. The OTT release will feature an extended cut, adding an extra 8 minutes to the original 3 hours and 21 minutes runtime. This news, particularly highlighting a new scene with lead actress Rashmika Mandanna, intensifies the anticipation surrounding the film.
However, the early OTT releases of major films like ‘Salaar’ and ‘Animal’ have raised questions about the adherence to the 8-week OTT windowing strategy announced by the Telugu Film Chamber in August 2022. According to the announced plan, films were to wait for 50 days of theatrical release before heading to OTT platforms, aiming to preserve the theatrical business.
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But Salaar is on Netflix in 4 weeks and Animal is making its OTT debut in just 7 weeks. The departure from this agreed-upon windowing timeline has sparked concerns within the industry. There are speculations that Mahesh Babu’s ‘Guntur Kaaram’ will follow suit in 4-5 weeks. Due to this, there is growing uncertainty about the enforcement of the promised 8-week OTT window.
Stakeholders are now urging those involved in distribution and exhibition to share their plans regarding this matter, as the early OTT releases of major productions could potentially impact the long-term viability of the theatrical business.
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On the flip side, some argue that once the theatrical run is over, producers aim to maximize revenue by minimizing the OTT window. The financial aspect takes precedence, challenging the adherence to rules. Recent events, like the film chamber’s inability to keep a promise of a solo release to Ravi Teja’s Eagle, made just a week ago, raise questions about the practicality of expecting producers to follow a rule established almost 18 months earlier in 2022.
