Hyderabad, India – Veteran producer Dil Raju has issued a stern warning about the detrimental impact of premature Over-the-Top (OTT) releases on the Tollywood film industry. Speaking at the trailer launch of the upcoming film Revu, Raju highlighted the industry’s overreliance on OTT platforms as a primary factor contributing to the decline in theatrical viewership.
The producer emphasized that the practice of releasing films on OTT platforms within a month of their theatrical debut has conditioned audiences to prioritize home viewing. While acknowledging that exceptional content can still garner significant box office returns, Raju stressed the urgent need for a strategic shift to protect the theatrical business.
Raju’s concerns are echoed by the industry’s growing unease over the trend. Recent blockbusters such as Salaar, Guntur Karam, and Tillu Square witnessed a decline in theatrical performance due to early OTT releases. Conversely, films like Hanuman and Kalki 2898 AD benefited from delayed OTT debuts.
In response to this crisis, the Bollywood and Malayalam film industries have implemented stringent regulations mandating a minimum theatrical window of 50 days before OTT release. Tamil Nadu’s producers’ federation has also issued guidelines to curb the OTT rush. Dil Raju’s statement has ignited a crucial debate within the Tollywood industry, prompting discussions about potential measures to safeguard the theatrical business.
The industry now awaits concrete steps to address this pressing issue and ensure the long-term sustainability of the theatrical experience.
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