The theatrical market has changed a lot since the pandemic. Many big movie stars are asking for higher fees, even though it’s unclear which films will actually attract audiences. Producers like Karan Johar have stopped giving in to these high demands.
Filmmaker Vetrimaaran has now expressed concerns about how OTT platforms have disrupted the film industry by paying large sums for the rights to certain movies.
During a roundtable discussion with The Hollywood Reporter India, he mentioned that these platforms can pay over ₹100 crore to secure streaming rights for major stars.
This practice has allowed actors to demand higher salaries, creating an unsustainable financial situation in the industry.
Vetrimaaran argued that the problem lies not with box office failures but with the inflation of costs driven by OTT platforms.
He explained that when these platforms entered the market during the pandemic, they offered substantial amounts—sometimes ₹120 crore—for films featuring stars like Rajinikanth and Vijay. This led to rising budgets and actor salaries.
However, OTT platforms have started to scale back their payments, but producers and actors are still accustomed to these inflated figures, leading to uncertainty about future projects.
Vetrimaaran praised director Mari Selvaraj for demonstrating that the theatrical market is still viable. Selvaraj’s film Vaazhai managed to earn double its budget purely through box office sales in Tamil Nadu. This success shows that there is still a demand for films in theaters.
Vetrimaaran emphasized the need for filmmakers to reconnect with theater audiences rather than catering solely to streaming viewers.
Additionally, he criticized OTT platforms for practicing self-censorship, particularly by avoiding controversial subjects to appease various communities.
This shift in focus has affected creative expression, leading him to suggest that filmmakers should prioritize the theatrical experience.
Vetrimaaran believes that by realigning their approach, the industry can revive its theatrical business successfully.
