Sreedhar Pillai, a film critic and trade analyst based in Chennai, agreed that Covid was the single-biggest push for the OTT market. It was later released on Amazon Prime Video on July 15. The film’s theatrical release was postponed multiple times due to the pandemic. “There were huge costs involved and the producer needed to get back the money,” Narayanan explained. Mahesh Narayanan, director of Malik, said the film had been ready for a long time and they couldn’t have waited any longer. The makers of Malik, for example, had invested a lot and waited for theatres but later negotiated with Amazon for an undisclosed amount, Babu said, adding “They made profits and sold satellite rights to other channels.”
The platforms went for producers with stuck projects. Later they changed strategy and looked at actors and directors who could cater to the OTT audience,” Babu said. “In the beginning, they had flop movies in their library.
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Initially, the OTT players did not know how to go about it and used third-parties to coordinate. After the pandemic, they decided to go for South Indian and Marathi movies,” Babu said. This is besides the numerous budget films released on smaller and local streaming players.Īccording to Subash Babu, a film enthusiast and critic based in Kerala, the OTT wave had been long coming, albeit gradually, though Covid accelerated the process.“The OTT players had been sitting on huge budgets only to acquire Indian content, but initially used it only for Bollywood. Almost an equal number of big Malayam films have been released on top OTT players this year so far, various reports said. Such response wouldn’t have happened had been it been released in cinema halls locally.”Īt least 20 big Tamil films released directly on leading streaming platforms, the biggest of them being Suriya’s Soorarai Pottru, Maara, Mookuthi Amman, etc., trade analysts said. “Many Hindi channels called me for interviews. We do not have exact numbers, but we got good feedback,” Kumar said. “The viewership outside TN (Tamil Nadu) was unexpected. There was anxiety,” Kumar said.Īfter the film was released in January 2021 on Amazon Prime Video, the response surprised the makers. In Tamil, it was one of the five films to get released on OTT at that time. “When we went for OTT, we didn’t know what would turn up.
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