Daijiworld Media Network – Mumbai
Mumbai, May 14: The post-pandemic surge of direct-to-digital film releases in India appears to be slowing down, with the film industry increasingly shifting back towards longer theatrical runs before movies arrive on streaming platforms.
During the COVID-19 pandemic, OTT platforms such as Netflix, Amazon Prime Video and JioHotstar had emerged as the primary distribution avenue for filmmakers as cinema halls remained shut for extended periods.
Several big-budget films either skipped theatrical releases entirely or premiered online within a few weeks after hitting theatres. Producers often relied on lucrative streaming deals to recover investments amid uncertainty surrounding box office collections.
However, the industry is now gradually moving back towards protecting the theatrical window, with most major films maintaining an 8 to 12-week gap before streaming premieres.
Multiplex operators and producers had long argued that short OTT windows were discouraging audiences from returning to cinemas, negatively affecting theatrical revenues.
Actor Aamir Khan had earlier stressed the importance of preserving the theatrical experience, stating that films with large-scale appeal require longer exclusive cinema runs to remain financially viable.
Industry figures now point out that theatres and OTT platforms are no longer functioning as direct competitors, but rather as complementary stages in a film’s commercial journey.
Ajay Bijli, Managing Director of PVR INOX, recently stated that films are now reaching streaming platforms much later after theatrical release, adding that OTT was never a true replacement for cinemas.
According to a Ficci-EY industry report cited by media reports, direct-to-digital film releases dropped sharply in 2024, while the number of films receiving theatrical releases first increased significantly.
The report also noted that India’s gross box office collections rose by 14 per cent between 2024 and 2025, increasing from Rs 11,400 crore to Rs 13,000 crore.
At the same time, OTT revenues reportedly declined by seven per cent, indicating that streaming platforms are becoming more selective and cautious while purchasing film rights.
Filmmaker Vishal Bhardwaj had also observed that OTT platforms are increasingly evaluating films based on their theatrical performance and audience response before finalising acquisition deals.
The resurgence of large-scale theatrical spectacles has further strengthened confidence in cinemas. Recent big-screen successes featuring action, mythology, horror-comedy and visually immersive storytelling have continued attracting audiences willing to pay premium ticket prices.
Industry experts believe the current trend reflects a more balanced ecosystem where theatres generate visibility, prestige and strong initial revenue, while OTT platforms provide films with extended reach and long-term audience engagement after their theatrical lifecycle.