OTT VS THEATRE

The outburst of the Covid-19 pandemic has established new and unimaginable standards, affecting each and every area. We have almost forgotten what life was like before Covid and are forced to live with and adapt to the new normal. The onset of this pandemic has largely affected businesses across the globe. India’s film industry, Bollywood, like any other film industry in the world, has taken a huge blow. With billions of investments stuck in the huge line up of releases, losses have piled as major productions have shelved operations, while thousand of cinemas have shutdown.

On a lighter note, we’d be discussing how the new normal for cinemas, OTT, has taken over the traditional format, the Theatre. And how the former proves that it is the one that is here to stay in the longer run.

Over The Top or OTT platforms like Netflix, Prime Video, Zee5 have gained immense popularity and have seen escalating viewership in these times, while theatres have shut and are making losses. OTT has been the only ray of hope rather the only mode of survival for the movie industry where viewers can enjoy the movies from the comfort of their homes.

However, there is still a chunk of viewers who prefer the theatre experience over watching content on their mobile phones. For this group, it is more about the experience and memories with their loved ones than about consuming content only.

On the other hand, OTT platforms offers a wide range of easily accessible content. The online mode allows it to tap viewers from a huge consumer base. While, theatres are restricted to a smaller consumer base and limited content due its strict licensing or advertising fees. OTT is certainly cost efficient and is comparatively flexible.

The new normal has certainly taken over the movie industry while the theatres still try to rise from the dust once again. But there’s no denying that a large part of the audience still craves for the theatrical experience.

Going forward, for theatre business to keep growing and getting back to normalcy, they must establish an irresistible proposition for the big screen experience and make the viewers get up of their couch and drag them till the theatre. Theatres must advertise and enhance the experience over the variety and comfort.

Nevertheless, the future lies in the coexistence of the OTT and the Theatre; where the owners benefit from arrangements and viewers enjoy their freedom and convenience.