Theatres vs OTT debate intensifies: South exhibitors demand 8-week release window

Film exhibitors from across South India have proposed a uniform eight-week theatrical window before films can appear on OTT or television platforms. The proposal was discussed during a meeting in Bengaluru attended by representatives from several states.According to the exhibitors, every film should remain exclusive to theatres for at least eight weeks after its release. They believe such a rule could encourage audiences to return to cinemas and give films more time to perform at the box office. The exhibitors have also suggested that the proposal could come into effect from April 10, although discussions with producers and streaming platforms are expected to continue, as per India Today report.

Theatres vs OTT debate gains momentum in the industry

Cinema has long been one of India’s most popular forms of entertainment, with theatres traditionally playing a central role in the film industry’s success. In the past, films often ran in cinemas for several weeks or even months depending on audience response.However, the rapid rise of streaming platforms such as Netflix and Amazon Prime Video has significantly altered viewing habits and release strategies. Instead of focusing on long theatrical runs, the industry now increasingly measures a film’s performance by how long it can sustain audiences in theatres before its digital release.

OTT influence on release schedules

According to a report by Filmibeat, filmmakers are also concerned about the growing influence of OTT platforms on theatrical release schedules. Many production houses prefer to release their films during major festival periods such as Pongal or Diwali to maximise box office collections.However, streaming platforms often schedule their digital premieres several months in advance. As a result, some producers face difficulties aligning theatrical releases with these festival windows.

In certain cases, they are even required to adjust theatrical dates because OTT platforms have already finalised their streaming calendars.

Short OTT window affects theatre footfall

Another major concern for exhibitors is the shrinking gap between theatrical releases and OTT premieres. Film production involves significant financial investment, and many producers take loans to cover production and marketing expenses.Exhibitors argue that once a film is finally ready for release, the goal is to attract audiences to theatres. However, when viewers know a film will soon be available on streaming platforms, many prefer to wait and watch it at home. According to exhibitors, this trend has gradually reduced theatre footfall and has impacted the revenue of both producers and cinema owners.