How OTT platforms are saving movies that fail to make their mark at the box office

  • Voice-over
  • 12-Jan-2023
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Film and OTT (over the top) producers assert that there are no simple solutions to what works at the Box Office any longer as back to back big budget Bollywood films like Lal Singh Chaddha, Shamshera, and Jayeshbhai Jordaar with recently released Drishyam 2 or Bhramastra being among the exceptions fail to draw audiences back to the theatres. One explanation for this is that the pandemic has changed the dynamics of content viewing as consumers underwent Producers claim that during the pandemic, OTT services like Disney Hotstar, Amazon Prime, Netflix, and others "saved" Bollywood.

Producers believe there is a significant difference between the two mediums OTT and Box office, but many things also remain the same. "There is a significant change in the substance. The director's medium is a film, the actors are theatre, and the writer is television/OTT. On the most basic level, not much has changed. Talented female voiceover artists are also stepping into the both mediums.

Numerous difficulties are affecting the film industry both before and after the COVID-19 effect. Finding strategies to assist movie theatres to maintain their presence, outperforming the competition, and keep creating clever revenue streams is important. The film exhibitors should develop on Over the Top (OTT) app to address the issues that COVID-19 has on the offline entertainment sector, including the competition with streaming services and the 50% occupancy rate of movie theatres.

In place of more conventional distribution channels like satellite or cable, over-the-top (OTT) apps use the internet to distribute video content to a smartphone, tablet, or smart tv. The advantage of movie theatres is that they already have a large user base and a loyalty point system in place. This can be quite beneficial for starting with a large viewership. Even once the COVID-19 impact fades, OTT apps can still be useful and a fantastic source of income.

Producers are reluctant to acknowledge that the theatrical medium's influence has waned. Lower footfalls, particularly in north India, are being caused by high ticket prices and more audiences learning about OTT during the previous two years. Even the popular KGF: Chapter 2 has opted for early access via Amazon Prime Video's pay-per-view business model.

People want to see the reality on film since the pandemic has altered everything in the world. Through movies, they want to connect. The escapades of the Yash Chopra and Karan Johar varieties are no longer popular.

However, that is just what Bollywood has been producing. It makes sense why it keeps failing. Hindi-dubbed South Indian film productions have been the only thing keeping things from falling apart. They hire professional dubbing services to get the right fit for the audience. Some of them have achieved remarkable success throughout India. However, this simply serves to highlight how seriously flawed the narrative in Hindi films is.


The demise of Bollywood is nothing more than a lucrative business opportunity for OTTs. They have enormous deep pockets totaling thousands of crores of rupees, especially the bigger ones. For the upcoming eight to 10 years, they have business plans. So they began paying tremendous sums of money to accommodate the Bollywood flops. It was a novel. In the past, in addition to theatrical screenings, satellite rights were sold to traditional TV stations to generate additional revenue. These rights might also act as a safety net in the event that a film didn't make back its costs. However, the OTT market is a completely uncharted realm for filmmakers, offering them prices they do not deserve.

The economy has changed from what it once was. The middle-class audience is no longer spending as much on the movie-going experience as they once did. Before, TV was their sole option, but it had restrictions like a set schedule and commercial breaks. However, consumers now have another option thanks to OTT, where they may watch the movies of their choosing whenever they want without interruptions. Producers cannot afford to disregard the crucial economic element if they want to bring them back to the big screen.

Bollywood's current state is definitely unhealthy. Instead of letting OTTs finance their shoddy work, producers should give their decisions some serious thought. Instead of paying upfront based solely on the success of performers' previous films, OTTs should implement strict checks and balances and wait to pay until they have seen the theatrical performance. Together, both parties should fight for consistently high-quality content with the entertainment sector's future in mind.

Multiplexes, though, are still optimistic that the release windows will return to their previous eight-week gaps. Voyzapp is an unique voice over marketplace that provides audio services for your film projects. We have 30k+  experienced onboard voice artists in multiple genre and categories.

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