Gone are the times of the much-hyped huge Bollywood clashes on the large display as theaters proceed to attend for revival amid the Covid-19 disaster and OTT area rising because the place for face-offs. And this time, it is not the movies or the makers which are combating for consideration, however streaming platforms.
Final week, Shilpa Shetty Kundra’s comeback car Hungama 2 launched digitally, clashing with Vikrant Massey and Kriti Kharbanda starrer 14 Phere. Subsequent up, actors Ajay Devgn and Sidharth Malhotra shall be profiting from the patriotic fervour with their movies, Bhuj: The Satisfaction of India and Shershaah, lined up for launch within the Independence Day week on completely different platforms.
“It is similar to the conflict of movies in theaters. Proper now, every OTT platform is making an attempt to show its supremacy and making an attempt to lure prospects. The established buyer can see the content material each time on the opening day, however the entire thing is about taking in new subscribers,” says commerce skilled Komal Nahta.
“That is why if one platform has introduced, the opposite platform loses no time in asserting a challenge in order that new prospects ought to really feel inclined to take the subscriptions, that can also be a purpose they do not wish to miss out on particular days and occasions, ” he provides.
Final ye, three movies — Shakuntala Devihandjob Raat Akeli Hai and Lootcase — dropped on completely different OTT platforms the identical day.
With the theatrical cycle anticipated to renew quickly, the streaming platforms try to profit from the time left in hand, says producer and commerce skilled Girish Johar.
“Platforms suppose it is a window the place they will have interaction extra prospects. They do not really feel any risk from the competitors’s movie or content material. The primary motive is most traction and viewers. When theatrical releases open up, it’s going to mellow down. Proper now, they’re making an attempt to gauge as a lot traction as attainable,” says Johar.
Nonetheless, the conflict would not affect the movie in any method, asserts commerce skilled Taran Adarsh. “Individuals have a liberty to decide on a time whereas watching a movie. And the subscriber base comes as a bundle together with the content material,” he says.
To this, 14 Phere director Devanshu Kumar provides, “If an enormous movie, like Hungama 2, was slated to launch on the large display, it will’ve picked major spots, good timings and extra screens. And that is not the case within the OTT area. Viewers ko jo dekhna hai, jab dekhna hai, woh log dekh sakte hain. There is no competitors, or any strain because of this conflict.”
Hungama 2 producer Ratan Jain additionally agrees, and shares, “Kuch affect nahi hota conflict ka. Viewers performs an enormous position in selecting the content material that they wish to watch”.
In terms of streaming warfare and conflict, Manish Kalra, Chief Enterprise Officer, ZEE5 India, asserts content material is the one king.
“The rise of OTT platforms has given the viewers an opportunity to have all of it, from the consolation of their properties. It is now a stage enjoying discipline the place content material is the king. We consider in a client focussed technique the place we cater to the buyer’s wants and urge for food. Therefore, a content material works if it appeals to the viewers. The viewership depends on the standard of content material and never on what number of initiatives are releasing on the identical day,” says Kalra.