The Hindi film industry has been going through a tough time at the box office. Even movies with big stars, strong promotions, and high budgets are not doing well in theatres.
One reason that’s often talked about is the short gap between a film’s release in theatres and its release on OTT platforms.
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Right now, most Hindi films come to OTT about eight weeks after they hit theatres. But a recent survey by Ormax shows that most regular moviegoers think the gap is even shorter. Around 68% of people believe films come to OTT in just 4 to 6 weeks, and only 29% think it takes eight weeks or more.
This shows that many people think movies will be online soon, even though the wait is actually longer. If audiences believe they can watch a film at home in just a few weeks, they might skip going to the theatre.
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For example, upcoming films like Housefull 5 and Sitaare Zameen Par have less buzz among people who believe theatrical films release on OTT quickly. The buzz is stronger among people who are aware that Hindi films typically release on OTT only after 6–8 weeks.
However, when it comes to actually deciding whether to go to the theatre or not, the survey found that the OTT release gap doesn’t really make a difference.
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People still base their decision to go to theaters for a movie on things like how good the trailer looks, who the actors are, the music, or if it’s part of a popular series.
What the short OTT gap does affect is how much people pay attention to a film’s marketing. Those who think movies will be on streaming platforms soon are less likely to watch trailers or notice posters. This means they may not even be aware a film is releasing, which can hurt ticket sales.
In short, while the belief that movies come quickly to OTT can reduce interest in marketing campaigns, it doesn’t directly stop people from going to the theatre.
Making the OTT gap longer might help a little, but unless it’s a big change—like making people wait 6 months or a year—it won’t have a huge impact. And right now, such a long wait isn’t possible for most streaming platforms or producers.
For now, Bollywood needs to focus on making better films, stronger trailers, and more exciting promotions to bring people back to theatres. The OTT gap matters, but it’s not the main reason films are flopping.
