There’s not been any rule set in stone for the theatrical run of a movie, and one wasn’t thought to be necessary, until recently. With the advent and domination of the OTT space, one seems to be highly necessary, and this is exactly what’s about to happen in Tollywood, with the producers reportedly being of the thought to put in place new rules for theatrical releases.
Producer Ravi, of Mythri Movie Makers, announced during the press meet of their upcoming film Happy Birthday, featuring Lavanya Tripathi in the lead role, that new rules are going to be put in place from July 1st. He said that a minimum window of 50 days would be put in place for a movie to run in theatres before anyone can release it on OTT.
Considering the fact that there have been many movies that were released on OTT platforms within a month of their release, and the fact that this resulted in losses for some, this seems like a good move. However, it can also prove counterproductive for some others.
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