If you started wondering why the smallest of the smallest films are getting a theatrical release, though many don’t seem to know the names of many, then here’s the real reason.
When the pandemic hit, the streaming companies simply sprang into action and bought films left, right, and center.
Subscriptions were taken within seconds and all those of us who loved our weekend-movie-going ritual, instantly took to the streaming channels to watch and most of the time, binge-watch any and all kinds of genres in the cozy comfort of our homes.
And those were the days when the producers made crores of profit selling their mediocre products as well to these OTT platforms. In fact, some films that had no hope at the box office were doled out to audiences through streaming channels. It was a damn easy way to make money for the producers who were actually in a desperate state of affairs.
But now, the scenario is totally different. Now, it’s the streaming channels calling the shots. They are insisting that the producers first release their films in theaters (called Token release in OTT biz), even if it is the tiniest so that awareness is created about the film.
It will save the cost of publicity and promotions for streaming channels when they start streaming on their platform. Also if the film gets bad reviews and flops badly, they can negotiate with the producers and buy films at the lowest prices.
Now, the producers are cornered and the streaming channels are having the last laugh!
