OTT v/s Cinemas: Actors, Filmmakers and Trade Experts Say Both Will Co-Exist and Grow - Study Survey conducted by The MMS Filmy Team

India is the world’s fastest-growing marketplace for streaming platforms, also called over-the-top or OTT service providers. The pandemic has changed what we consider ‘new normal’. it's disrupted life and therefore the world had to create many adjustments. a number of those adjustments are temporary, and that we will return to normal once the pandemic is over. But some changes are visiting be long-lasting.

One of the largest debates which continues is that the cinema-and-OTT combination that has emerged since the outbreak of the pandemic. While many feel that the damage to the theatrical business in India are irrevocable, there are others who have some compelling reasons to support that 2022 are going to be biggest year ever at the Indian box office.

Trade analyst Taran Adarsh says that the business of Allu Arjun’s Pushpa: the increase which released on December 17 may be a testimony that theaters don't seem to be going anywhere. “The film released just some days before the threat of Omicron variant of the coronavirus loomed large with the rising number of cases across the country. Theaters were surround Delhi and NCR and despite that the film has managed try to an exceptional business," he says.

Adarsh adds that just the Hindi dubbed version of the Allu Arjun starrer has managed to gross Rs 100 crore at the box-office despite the film being released on OTT on January 14. “Despite night curfews, occupancy restrictions and lock-down in numerous states and therefore the digitial release, the film has not managed to bog down at the box-office which shows that folk shave an interest in visiting theaters if you there's good content. I think cinema isn't going anywhere and no other medium can threaten it’s existence," he elaborates.

At the identical time many films like Shahid Kapoor’s Jersey, director SS Rajamouli’s RRR, John Abraham’s Attack, which were scheduled to release, were postponed. Some even deciding to release their film on OTT.

Trade analyst Amod Mehra believes, “People would favor consuming entertainment within the convenience and safety of their homes. it might be better for everyone to avoid crowding for a few days gazing the rising cases.”

Mehra, however, is hopeful things will improve. “I believe there's still time to press the button,” he said. “The major releases including Alia Bhatt’s Gangubhai Kathiawadi, Akshay Kumar’s Bachchan Pandey have started announcing their release dates so it's not looking bad for the box office.”

The shadow of the pandemic continued in 2021, but unlike 2020, the industry coped better. While many big films, including Shershaah, Mimi, Bhuj: The Pride of India and Sardar Udham, released on OTT platforms, some also managed to hit the theatres, including Sooryavanshi, Mumbai Saga, Spider-Man: No Way Home, Bell Bottom, Antim: the ultimate Truth, Chandigarh Kare Aashiqui and 83.

This helped revive the exhibition sector, while also proving that there'sa prospect of coexistence between OTT and theatre.

Superstar Ajay Devgn, who recently completed 30 years within the industry, will soon make his OTT debut with a web-series titled Rudra - the sting of Darkness. Last year, when cinema halls were shut because of the second wave within the country, his film Bhuj: The Pride of India released directly on a digital platform.

The actor believes that both the mediums are visiting co-exist, “There area decent balance between both. It’s like having food. Seven days per week you can’t go have food outside, but after 4 days ghar pe toh khana banega hi phir aap restaurant kyu jaate ho, ya mangwate kyu ho." Adding that even after having ‘home food’, people still savours outside food, the actor added, “Aap ne 3-4 din OTT pe dhekha phir once per week or twice per weekyou would liketo travel out and have a giant screen experience. It’s like that.”

There were about 40 OTT platforms in India in 2020, most of them in regional languages, in keeping with another report by the National Association of Software and repair Companies. By 2023, the market size are going to be $5 billion, a Boston Consulting Group report predicts.

Actor Pratik Gandhi became a household name due to the runaway success of his show Scam 1992: The Harshad Mehta Story, which released on SonyLiv. He later made his Hindi film debut with Bhavai which released in cinemas in October 2021. The actor feels both the mediums have their own charm. “Though OTT gives the convenience and luxury of watching world class content from every where reception that too on demand, there'll be lot of stories that mightmust be experienced on big screen and community viewing. i'm seeing OTT as a brand new avenue and not as a threat to cinemas," he says.

At the identical time, Dhulia is confident of cinemas bouncing back, “Once the Covid situation becomes better, cinemagoers will start watching films in theaters again. Cinemas will never venture out of business but thanks to the arrival of OTT, the business will surely be affected."

India is the world’s fastest-growing marketplace for streaming platforms, also called over-the-top or OTT service providers, consistent with a recent report by PwC. With an annual rate of 28.6 percent, it's expected to become the sixth-largest market by 2024, before South Korea, Germany, and Australia.

Actor Rana Daggubati feels that that the pandemic has been a large learning experience and regardless of the medium, films will still be made. “Pandemic has taught us that the quantity of content we will consume has gone up by ten times. there'll be specific cinemas or stories that you’ll watch on OTT and there'll be specific experiences you’ll visit the theatre for."