The advent of OTT platforms has changed the way of people's mode of entertainment. The audiences are now mostly watching films on OTT platforms rather than visiting the theatres. A lot of original content is also coming on these digital avenues which are giving opportunities to various aspiring filmmakers. But there is also an argument saying that the industry should put a time window for the OTT release, as many films are coming on streaming sites within a couple of weeks. Star producer Allu Aravind opined that an eight-week window will be enough for the release on OTT platforms.
Speaking in a recent interview, Aravind said, "Generally small budget films (made within 5 crores of budget) don't have a theatrical run of seven to eight weeks. Thus, they are thinking to have an OTT release within 2-4 weeks. They think that selling the film for one or two crores will bring back their investment. But they need to understand that if people believe that a movie comes on the internet within four weeks, they stop visiting the theatres. Thus, an eight-week window will be useful for both small and big-budget films."
Allu Aravind has launched his own OTT platform last month called Aha. Within 30 days, Aha got subscriptions of more than 5 lakhs and became an instant success.