Since the past half a decade India has been a part of the new global cinema trend of web platforms and OTT (Over The Top) releases which have been gaining a lot of momentum in the nation. This has cajoled many big banners to enter Indian markets or studios to start their studio- such as Disney+ and Zee5.
The OTT space has been evolving and trying its best to establish itself as an alternative to theaters, but hereβs why this business model cannot completely succeed or at least be bane to theaters.
Movies have been a benchmark in terms of audio-visual representation, and are biggest influencers to the subcontinentβs population. Not only pop-culture but the fashion, interiors and music taste and what not have been influenced by them. That hysteria can only be captured by the theatres, since aura is what plays into a film. Cult classics like Dharmatma, Amar Akbar Anthony and Hum Aapke Hain Kaun are evergreen movies which are the most adequate examples.
Watching a big-ticket film such as Tenet on an iPhone and then on an IMAX screen; an altered variable that can transform the whole experience of movie-watching into a magnificent art. The same experience cannot be captured by the OTT companies. Once you enter the main viewing hall, you are cut off from the outside world. For those two to three hours, you are isolated from everything under the sun, which has an irreplaceable effect on the whole experience.
The psychological build up to go and watch a movie is also one of the biggest reasons for their success. You purchase the ticket from the box-office or online, get dressed, get your entourage and watch something awaited by you finally. South Indian cinema now, and the Hindi film Industry till the mid-90s had the same hysteria of films- all brought by stars. Now a βStarβ may not be an actor necessarily but is widely accepted by all. While the OTT platform is where the actors shine and earn true respect however can never handle glamour.
During the late 80s the trend of colonies chipping in to rent a projector, screen and a movie was perceived to be the alternative to theatres, then came VCRs, followed by DVDs and then these platforms. All of these media formats were considered to be the replacement to theatres and with web-platforms it became more prominent. However, did any restaurant go out of business or closed dine-in because of Zomato or Swiggy? People have the convenience of home delivery but still βgo out.β
The web platforms have had many downs where their content acquisition has failed. Gulabo Sitabo, a film written in context to late 80s Hyderabad, is one of the examples that has clearly pointed at them being not mass appealing, rather extremely distorted.
The most imperative point, OTT till date has not achieved the level of success from which they have a basis to boast about. In the country there are people who do not know how to write their names and they are expected to register and pay via plastic money, which doesnβt really make sense. The average person does not even know about such platforms existing, becoming a member is still far-fetched. There are stations in India that have no proper fresh water supply, but the theatres are maintained by all the residents within a ten kilometer radius, such as Fazilnagar and Hatta.
On the flipside there has been a renaissance of content such as the generation defining hit Sacred Games which has been provided by these platforms, providing a chance for bohemian film-makers to put their best foot forward without having to worry about the producers, distributors and exhibitors; basically, any commercial output or return. Even their promotional strategies are to be applauded, such as Netflix Indiaβs YouTube content is very fun and extremely relatable, and always have other unique ways to promote content, unlike traditional posters and billboards.
The OTT platforms have a bright future coming up and we must look forward to what strategies are used by the corporations to finally lay their foundation into true India. The future ahead may not be looking bright but surely web platforms will become more traditional with time. As a cinephile I just hope to be βat the moviesβ again
– Yash Sahni
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