When one reflects on Maddock Films’ recent decision to skip a theatrical release for their film Bhool Chuk Maaf and opt for an OTT debut due to national concerns, it raises important questions about the concerning relationship between producers, theatrical releases, and streaming platforms.
Post-pandemic, audiences have slowly started returning to theatres, a trend clearly reflected in the growing number of footfalls. Thanks to the regular release of big films, people are visiting cinemas again, something that was rare during the pandemic era.
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Back then, producers panicked and sold their films to OTT platforms, knowing that theatrical releases would yield little to no response.
This led to an oversaturation of content on streaming services, where many films failed to receive the hype or attention they might have garnered in theatres.
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Producers have a lot at stake, both in terms of time and money. They invest crores in a project, and when the outcome doesn’t meet expectations, they bear the brunt of the losses.
In such circumstances, it’s understandable why they might opt for a quick OTT release. However, they must pause and consider whether this approach benefits them in the long run.
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While an OTT release may offer short-term profits, the long-term consequences are often overlooked. A film trends for a few days, tops the charts briefly, and is forgotten just as quickly.
Patience is key. Tough times will pass, but hasty decisions can damage not only a film’s potential but also the entire ecosystem that depends on theatrical releases.
Take Rohit Shetty’s 2021 film Sooryavanshi, for example. Despite the crisis and its high budget, he boldly chose a theatrical release and delayed the OTT premiere by nearly 1.5 years. His resilience paid off.
Delayed OTT release builds hype for theatrical releases, as audiences know they won’t get to stream the film just weeks after its release.
Maddock Films should have taken more time to consider their decision before hastily announcing an OTT release. It might seem like the easier way out, but is it the smartest? That’s something they must carefully reflect on.
