A new policy adopted by OTT platforms is creating both relief and anxiety in Tollywood. Leading streaming giants, particularly Netflix, are reportedly refusing to accommodate repeated postponements of theatrical release dates.
If producers change an agreed release date, they may have to accept a 10 per cent reduction in the value of the OTT deal, adding further financial pressure to their projects.
The biggest concern is for producers whose films are caught in a crowded release calendar.
Even when they face stiff box-office competition from multiple releases, they are unable to postpone their films, as doing so could lead to a substantial cut in digital rights revenue.
This has left several producers in a difficult position.
At the same time, another section of producers is welcoming the new approach. With strict OTT deadlines in place, directors are under pressure to complete shooting and post-production on schedule, reducing delays that often increase production costs and disrupt release plans.
The policy has effectively created two groups within the industry. While some see OTT deadlines as a financial burden, others believe they are bringing much-needed discipline and timely execution to film production.
