Telugu producers today are far more strategic, prioritizing financial security even before a film goes on set. At the outset, they often approach OTT platforms to gauge interest in acquiring the project. Only when an OTT platform shows confidence in the concept do they move forward.
Budgets are then meticulously planned around the price the OTT platform is willing to offer, and producers carefully assess the level of theatrical risk they can take. This approach is now being adopted not just by individual producers but also by major corporate houses.
Producers who ignore this evolving ecosystem—relying solely on the belief that a strong script and honest filmmaking will guarantee returns—often face challenges. Some newcomers, unfamiliar with the business model, fall prey to directors with impressive narrations but limited market insight.
Apart from such inexperienced entrants, almost no producer today greenlights a film without involving an OTT platform from the very beginning. The industry is clearly shifting toward calculated, OTT-driven decision-making. In many ways, Telugu cinema is gradually moving from being hero-driven to OTT-driven.
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