Abhiruchi Cookery Show -13th April

Vaa Vaathiyaar, released in Telugu as Annagaru Vasthunnaru, arrived in theatres during the Pongal/Sankranthi festive season. Unfortunately, the film turned out to be a major box-office failure and made a quick exit from cinemas before landing on OTT—a move that came as no surprise given its poor theatrical performance.

What is more concerning, however, is the OTT strategy surrounding Nari Nari Naduma Murari, starring Sharwanand. The film has emerged as one of the successful releases of this Sankranthi season and continues to perform well in theatres. Despite its healthy box-office run, the film is scheduled to premiere on Amazon Prime Video on February 4, barely three weeks after its theatrical release.

This development raises a critical question: who will still choose to visit theatres when even successful films arrive on OTT platforms so quickly? A three-week theatrical window is often enough to significantly dilute audience curiosity, particularly among family audiences who typically plan theatre visits in advance. Early OTT premieres risk reducing footfalls, even for films that are performing well on the big screen.

The trend is largely driven by the nature of OTT deals. Streaming platforms often offer higher acquisition prices for films that agree to shorter theatrical windows. If producers insist on extending the theatrical run, they are usually required to compromise on a significant portion of the deal value. Given the unpredictability of box-office returns, many producers choose financial security over a longer theatrical lifespan.

While Nari Nari Naduma Murari may come as a pleasant surprise for audiences who missed it in theatres, its early OTT release sends a jolt through the theatrical ecosystem. It clearly highlights how rapidly evolving release strategies are reshaping viewing habits and challenging the traditional cinema-going experience.