The recent release of “Double Ismart” on Amazon Prime Video within three weeks of its theatrical debut has sparked discussions about the appropriate gap between theatrical and OTT releases. While industry experts have advocated for a minimum waiting period of 45 days to two months, “Double Ismart” deviated from this norm, becoming the latest example of a film making a premature transition to streaming.
Despite the high expectations surrounding “Double Ismart” as a sequel to the 2019 blockbuster “Ismart Shankar,” the film failed to meet critical and commercial success. Negative reviews criticized the outdated storyline, indecent comedy, and lack of emotional depth. The film’s underwhelming performance at the box office prompted the makers to expedite its OTT release.
The early availability of “Double Ismart” on Amazon Prime Video has surprised fans of the lead actor, Ram Pothineni. While the streaming platform offers a wider audience, the film’s theatrical failure raises questions about its potential success on OTT. It remains to be seen whether “Double Ismart” can find a second life on the streaming platform or if its early release will further diminish its impact.
This incident highlights the ongoing debate about the ideal release window for films in the current market. As the industry continues to evolve, the balance between theatrical and OTT releases will likely remain a subject of discussion and experimentation.
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