Film producers are struggling to find buyers for their movies and are looking for new ways to reach audiences.
Some are streaming films for free on YouTube or airing them directly on television instead of using theaters or OTT platforms.
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This shift aims to earn money from films when the box office is uncertain, and streaming services are picky about what they buy.
For example, T-Series is streaming The Lady Killer featuring Arjun Kapoor on YouTube, while another thriller Adbhut starring Nawazuddin Siddiqui debuted on the TV channel Sony Max.
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Experts say these strategies focus more on recovering costs than on maximizing profits, especially when films cannot find a clear release date or are rejected by OTT platforms.
Around 200 unsold films per language were made since 2021, during and after the pandemic, when demand for OTT content was high. Producers expected buyers but now face a changed market.
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Theaters are not seeing the same crowds as before, and OTT platforms are choosing titles with mass appeal or those that have had a theatrical run with stars.
Films without star power or that don’t meet these criteria have fewer options. Direct-to-TV deals offer guaranteed reach, especially in smaller cities, and involve upfront payments. YouTube allows producers to earn money through ads and rentals while reaching a global audience.
Currently, direct-to-TV and YouTube releases are fallback options when other deals aren’t available. This approach might work for niche or low-budget films but may not suit all projects.
High-budget films may not find these platforms attractive due to lower financial returns. However, for unsold films, these options provide a way to at least break even.
The situation shows the changing dynamics in the theatrical and OTT landscape, with platforms now focusing on sports, international content, and high-quality originals.
Filmmakers who relied on traditional methods must now find new ways to distribute their films, which could leave some smaller, quality films without an audience.
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