Dhurandhar's OTT Release: Insights on Timing and Revenue Impact
Dhurandhar's Continued Success in Theaters
When a film maintains its audience several weeks post-release, it typically leads to a delay in its OTT debut. However, the scenario for the blockbuster 'Dhurandhar' appears to be unique. Since its premiere on December 5th last year, the film has consistently attracted viewers and generated revenue. Despite its ongoing theatrical success, discussions regarding its digital release are already underway.
The Implications of an OTT Release
The pressing question now is not just about the timing of 'Dhurandhar's' OTT release, but also the potential impact on its box office performance. Will releasing a film that is still profitable in theaters benefit or hinder the creators? Additionally, what are the plans for the sequel, and how do OTT platforms generate revenue? Experts provide insights on these matters.
Valuable Digital Rights Deal
How much was the deal worth?
Reports indicate that the digital rights for 'Dhurandhar' have been acquired by an OTT platform for around 285 crore rupees. Notably, this agreement encompasses both the original film and its sequel, 'Dhurandhar 2'. However, an official confirmation is still pending.
Timing the OTT Release
The first week of February is ideal.
Sources from the OTT platform have stated, "There is clarity regarding the film's digital release. It has successfully completed its 6 to 8 weeks in theaters. Therefore, the first week of February is viewed as the most favorable time. As the theatrical audience begins to dwindle, the film will transition to OTT to sustain viewer interest. While an official announcement is forthcoming, all arrangements are being made with the first week of February in mind."
Expert Opinions on Theatrical and OTT Dynamics
No major competing film: Deepak Dua, Film Critic
Film critic Deepak Dua shared his thoughts on the evolving relationship between theaters and OTT platforms, stating, "A significant portion of a major film's revenue is generated in the first 6 to 8 weeks. Yet, 'Dhurandhar' continues to perform well in theaters." He noted that if a competing film had launched alongside it, 'Dhurandhar' would likely have moved to OTT by now. The release of 'Border 2' could impact its box office performance, making it an appropriate time for its OTT debut. He emphasized that an OTT release would not negatively affect its theatrical run, as many viewers have already seen it in theaters, with some returning for a second viewing. However, releasing both parts on OTT at the same time could be detrimental, as audiences are eagerly awaiting the film's digital release. The timing for the release is crucial, and the sequel should follow later.
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