The Covid-19 pandemic disrupted the entertainment industry to the point of no return. Equations between OTT platforms, exhibitors and film producers have changed. Who had the upper hand and who will be the underdog of 2021?
From Dil Bechara to Paatal Lok, a look at a few of the movies and shows that released on OTT in 2020
One of the biggest industries to be impacted by the changes brought about by Covid-19 was entertainment. When theatres were shut down to curb the spread of the coronavirus, in the race to win the attention of viewers, streaming services—that emerged as the alternative distribution channel—took some major strides. These disruptions raised problems for producers and filmmakers whose movies were scheduled to release in theatres. However, it also allowed the industry to innovate and forge a new path. It changed the equation between producers, studios, streaming services and exhibitors and distributors.
At the beginning of the lockdowns, filmmakers across the world were figuring out ways to release their movies. Universal Pictures took the first leap with Trolls World Tour, a sequel to Trolls (2016). Instead of releasing it in cinema halls, the film was made available for digital purchase on platforms such as Apple TV and YouTube. The movie reportedly received the biggest opening for Universal's digital title release, assuring producers that cooped-up people want entertainment in their homes. As 2020 came to a close, the confidence reached unexpected heights as Warner Media announced that its 2021 slate will have a simultaneous release in theatres and on its streaming service—HBO Max.
It’s a bit different in India though. Producers in the country have realised that putting films on streaming services can no longer be bundled with selling satellite rights, neither do they have to be exclusive to exhibitors. In May 2020, Amazon Prime Video announced the global premiere of director Shoojit Sircar’s dramedy Gulabo Sitabo starring Amitabh Bachchan and Ayushmann Khurrana. Vijay Subramaniam—director and head, content of Amazon Prime Video tells Forbes India that they banked on the platform's ability to provide the producers with the option of releasing their movies in 200 territories in the world. "We were fortunate because of the strategic relationships we have with every film producing community in the industry across the country. Whether it's Hindi, Tamil, Telugu, Malayalam, Kannada—given the amount of work we do in each of these communities—it was relatively easier for us to sit down with the producers in each of these industries. We asked them if they would like to consider a worldwide premiere on Prime Video considering since cinemas were not an option. They responded pretty enthusiastically."
The announcement attracted criticism from the exhibition industry. PVR Ltd issued a statement saying, "We are disappointed with some of our producers deciding to go straight to the streaming platform/s. We were hoping that the producers would accede to our request to hold back their film’s release till cinemas reopen." The statement by Kamal Gianchandani, CEO, PVR Pictures, had hoped that 'on the other side of this crisis, there would be enough and more pent-up demand from cinegoers who were cooped up in homes’. Something Alok Tandon, CEO INOX Leisure Ltd, agrees with.
"With major strides made by our health authorities on the vaccine front, 2021 is surely going to be better for a lot of reasons. The seating restrictions should return to normal sometime during this year. With an extremely long list of titles in Bollywood, Hollywood and other Indian languages, we are going to see a heavy flow of blockbuster content. The pent-up demand for cinematic entertainment and the urge for recreation would provide additional impetus. Additionally, we believe that with a large part of the employed population working from home, the pull for cinema visits will get evenly distributed across all seven days of the week, and all days of the month, and we will see our guests opting for flexibility, leading to a growth in footfalls," Tandon tells Forbes India.