OTT platforms are striking deals for very few Malayalam films before their release, with most sales usually occurring after they hit theaters and perform well. Some films struggle to secure deals beforehand, even if they end up being successful.
The delay in releasing many films is often because OTT and satellite deals haven’t been finalized, putting producers in risky situations. Some big upcoming Malayalam films are facing challenges in securing deals reflecting their true value, leaving even renowned stars hoping for deals before their films’ releases.
This year, only two Malayalam films, “Bramayugam” and “Malaikottai Vaaliban,” both star-studded, managed to sell their OTT rights before release.
Previously, OTT rights were lucrative for Malayalam producers, but the scenario has changed.
For instance, reports suggest that the highly successful film “Manjummel Boys” is struggling to find buyers at its high asking price of ₹20 crore, despite receiving an offer of ₹10 crore.
Among recent hits, only “Premalu” and “Bramayugam” managed to fetch decent prices for their OTT rights. Others like “Bandra,” “Thangamani,” and several smaller releases faced difficulties.
For upcoming releases, only Fahadh Faasil’s “Aavesham” has been sold to Amazon Prime Video as part of a previous deal. Negotiations are ongoing for other big releases like “Aadu Jeevitham” and “Varshangalkku Shesham.”
Even in Tamil cinema, the acquisition of big hero films has slowed down, with prices slashed by 50%. The post-pandemic pricing seen in 2021-22 is unlikely to return. Producers must tread carefully in this changed landscape.
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