With theatres shut, industry insiders seem open to pay-per-view on OTT but add only time will tell how it fares
Shreya Mukherjee (HINDUSTAN TIMES; September 15, 2020)

With innovation becoming the name of the game, across sectors, to survive these trying times, it seems Bollywood isn’t lagging behind. Take, for instance, Maqbool Khan’s Khaali Peeli, which is all set to test waters with the pay-per-view format on OTT. While the future will tell whether this new viewing experience is here to stay or not, industry experts share their take on this.

Trade expert Komal Nahta feels that many big films such as ’83 and Sooryavanshi might consider releasing both in theatres and pay-per-view format. “Hopefully, theatres will start opening up soon, but it might stay shut in containment areas. Footfalls will also take time to get back to normal,” he adds. Explaining his opinion, Nahta continues, “It’s a good opportunity for people to watch a film with family without having to spend money on individual viewing.”

Welcoming the format, director Amar Kaushik says this will help one understand how many people have watched the film and “how a film has fared”. Producer Ramesh Taurani adds, “It won’t affect the theatre business, rather open up another avenue.” Meanwhile, trade expert Atul Mohan feels a lot depends on the pricing. “In India, people are very particular about money. How much time one gets to watch a film is also important,” he shares.

Director Raj Singh Chaudhary says, “This format is feasible for films of big stars who people want to watch.” Director Anees Bazmee sees it as another opportunity to release films.

Filmmaker Kunal Kohli opines, “In this format, a film’s success, much like in theatres, will depend on who stars in it. While some actors draw audiences, in case of other films, word-of-mouth publicity helps. Correct price point is also essential. I feel theatre owners shouldn’t hold on to films that aren’t doing well and let producers release it in pay-per-view or other formats. But one thing that concerns me is piracy.”