These days, movies are landing on the OTT platforms within four weeks of theatrical release. Even big-budget films are arriving on streaming websites in a month. As a result, most audiences are not interested in getting into theatres, assuming that the movie will be released in OTT in a few days.

This trend has been rising in Kerala for some time now. The theatrical revenue has decreased for the last few years due to the direct as well as quick OTT releases.

To save theatres, The Film Exhibitors United Organization of Kerala (FEUOK) stated that they would screen Malayalam films from February 22 only if a 42-day window is implemented between a film’s theatrical release and OTT release.

A similar initiative was previously undertaken in the Telugu film industry, where a rule mandating an eight-week gap between theatrical and OTT releases was proposed but not successfully implemented. It remains to be seen whether this strategy will prove effective in the Malayalam film industry.