OTT Economics
After a lot of speculation as to when the wait listed films will be released, how many people will go to the halls and plexes, what will therefore happen to the film industry, will the distributors lose their grip, OTT finally happened.
Gulabo Sitabo, starring Mr Bachchan, started streaming into homes all over the world, 203 countries to be exact, as did Aarya starring Sushmita Sen and the “new” normal happened.
Bill Gates had once remarked that if your business is not internet, then you are out of business. OTT has just proved him right. Agreed, Friday releases will not be talked about as to how much was made on Day 1, whether it will be a member of the 100 crore club or, 500 crore club, but on Day 1, the producers of Gulabo had made 20 crores surplus on day 1 and the film is now on its way.
A number of factors come into play in the OTT business.
The most important is the revival, or a new lease of career for many who had gone in to oblivion. It was nice to see Chandrachur Singh back and most importantly, Sushmita playing a role which many say has been her best performance. Many small time actors are getting upgraded. More opportunities to prove themselves.
Another factor is the use of technology. Editing, Dubbing, Splicing all happening on line from multiple locations. And from home. This will certainly cut the cost of production and at sometime, lead to more such films being made.
There will be more players, the consumer number will increase and it will be a win win deal for all. People will not have to pay a packet for going to a plex and pay for their popcorn and coffee at blackmail rate. Yes, the excitement of going to a film show with family and friends will get over. Feet sinking in to soft carpets with AC running days will be over. The old experience will be over, but a new experience will kick off.
What will happen to first day first show benchmarks? They too will be over. There wont be any more film parties, selfies, plastic smiles, pretentious hugs, post event daaru paanis.
What will happen to the past? Like all pasts, there will be an attempt to cling on to it by some people, some will move on. Finally, the past will remain as a learning process. We will pick and choose the best from the past and blend it into the future and a new order will be formed. The only permanent thing is change.
Talking Economics, if OTT can plug greed, we may be better quality films, where the success will not depend on an item number, or a forced dialogue. It will bring out the best and perhaps, reset business rules beneficial to all.
Our hope is that technicians, spot boys, small role actors will see better days. At the end of a crisis, a new day emerges. A day that gives us new hope.
Courtesy : Artpickles