While theatre owners call it a panic move by filmmakers to release their movies straight on OTT platforms, the Producers Guild of India says that they are ‘passionately supportive’ of theatrical release, but this move has been made given the unpredictability that lies ahead, owing to the pandemic
Rachana Dubey (BOMBAY TIMES; May 16, 2020)

The lockdown, which was implemented due to the Coronavirus outbreak, has had a severe impact on the film industry. With theatres downing shutters for the time being and film releases stalled, it’s led to huge losses for all fractions of the movie business, including the exhibitors (theatres owners) and producers. While some filmmakers decided to hold back their films, other producers started exploring options of releasing their films on OTT platforms, largely for monetary and logistical reasons. Many international films have already been released on various digital platforms.

On the home front, over the last two days, an OTT platform announced the straight-to-digital release of two prominent Bollywood films – the Amitabh Bachchan and Ayushmann Khurrana-starrer Gulabo Sitabo (produced by Rising Sun Films) and Shakuntala Devi, headlined by Vidya Balan (produced by Abundantia Entertainment). Their line-up also included several regional films, like Ponmagal Vandhal (Tamil), Penguin (Tamil and Telugu), Law (Kannada), French Biryani (Kannada) and Sufiyum Sujatayum (Malayalam). Exhibitors have strongly voiced their displeasure with this development as it adds to their revenue loss, which has already been a huge concern due to the temporary closure of theatres. They also have to prepare for a complete overhaul of the viewing system (read: safety and precautionary measures) when cinemas open up eventually, along with facing the challenge of drawing the audience back to the big screen.

Siddharth Jain of INOX Group, evidently upset at the turn of events, said, “Today, as a cinema chain, I am forced to ask my producer friends, that when the cinemas ultimately open, what are they expecting me to show the audience there? Will anyone pay to watch an old film? What did hurt us as a part of this fraternity was the fact that the producers did not even speak to us about this before making a decision. The Multiplex Association of India had requested for this, but decisions were made unilaterally. It’s a 100-year-old relationship between production and exhibition. The last time when it experienced a jolt in 2008, it came out of it with flying colours. I am still hopeful for the same this time, too.”

Talking to us soon after the announcement of Gulabo Sitabo releasing directly on an OTT platform, director of the film, Shoojit Sircar, had said, “The decision to release Gulabo Sitabo on an OTT platform involved extensive discussion with my team. This would be the first for me as well as my team to experiment with a digital release. But we all are aware of the current scenario and when we weighed against all the advantages, we felt this was a good decision. It was due for a theatrical release in April and given the unforeseen circumstances, I took my time and decided to experiment and release Gulabo Sitabo online... I definitely believe both OTT and theatrical releases can co-exist, it all depends on the situation and the time of need. I can’t predict whether this would become a trend. It ultimately depends on the kind of story and film you are making.”

Amod Mehra, independent distributor and trade analyst, believes by going straight to OTT, producers are doing themselves a disservice. “By choosing streaming over a theatrical release, they will lose almost all the other avenues, including TV satellite rights, which earn them a big chunk. When a producer signs Akshay Kumar for a film, he knows that if he spends Rs. 100 crore making the film, he will earn way more than that. By selling to OTT, that will considerably reduce.”

A source from a leading production house says, “Once we are able to overcome these difficult times and cinemas reopen, we are extremely optimistic that audiences will want to come back. The theatre viewing experience is here to stay.”

Some of the other films that are reportedly considering a straight-to-digital release include Laxmmi Bomb, Jhund, Ludo, Mimi, Gunjan Saxena and Khaali Peeli.
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OTT WON’T REPLACE THEATRES, TAKE IT EASY: FILMMAKERS

I definitely believe that both OTT and theatrical releases can co-exist, it all depends on the situation and time. I can’t predict whether this would become a trend. It ultimately depends on the kind of story and film you are making — Shoojit Sircar, director Gulabo Sitabo

We will hold on to our films like Sooryavanshi and '83 for as long as we can. A decision to move any of our films will be made jointly with the producing partners and the directors involved — Shibasish Sarkar of Reliance Entertainment

The big screen will not get replaced by OTT. Audiences will have more choice. They will go to the theatres. Many films will find their audience on OTT. But that is the future. Right now it is a battle for survival. If producers survive, exhibitors will thrive. Live and let live. The producers and the director want the best for their film. One wants investments to be protected, the other wants her/his film to be experienced by maximum people over the longest duration of time. Why should exhibitors feel threatened? You win some, you lose some... — Hansal Mehta, filmmaker
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THEY’RE FALLING INTO A TRAP, SHOULD HOLD RELEASE: EXHIBITORS

The Producers Guild has said they have done this for logistical and monetary reasons. Doesn’t the exhibition sector have expenses to be met with? Could the producers not have waited another month or two for the cinemas to open? – Siddharth Jain of INOX Group

We believe that theatrical release is the best way for audiences to experience the labour and creative genius of our filmmakers. We are disappointed with some producers deciding to go straight to streaming platforms. We were hoping that they would accede to our request to hold back their film’s release till cinemas reopen — Kamal Gianchandani of PVR Pictures

No one should use OTT platforms in a manner that cinemas cease to exist. If you omit theatrical release, you won’t make up entirely for what you have lost. They’re falling into a temporary trap, which can become permanent. This will also force the film distribution channels to shut shop — Ramesh Sippy of Raksha Distributors

If this trend continues, and they continue selling in panic, the hit and flop aspect of a film will not be measurable anymore. It will force theatres to go out of business along with distribution channels and every other allied activity that thrives on cinema — Amod Mehra, distributor & trade analyst
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SUPPORTIVE OF THEATRICAL RELEASE, BUT UNPRECEDENTED TIMES: PRODUCERS GUILD

The Producers Guild would like to emphasize that we are unequivocally and passionately supportive of the theatrical release of films, and a theatrical release will always be the preference for movies that were conceptualized as a cinematic experience. But these are unprecedented times and it is imperative to see things in that context.
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REQUEST FILMMAKERS TO HOLD AND RELEASE THEIR FILMS IN THEATRES: MULTIPLEX ASSOCIATION

We would like to urge all to support the cinema exhibition sector by holding and releasing their films in theatres, once they open again... to kindly respect the exclusive theatrical window, which has been a time-tested industry practice, agreed to by all stake-holders for several decades.