Akshay Kumar’s Laxmii was the massive attraction for Disney+ Hotstar because it launched within the Diwali week on November 9. While the opening day viewership of the horror comedy was the very best for any direct to digital movie streaming on a paid platform, the viewership dropped the next days resulting from poor public suggestions and availability of different choices within the digital world. According to an insider, vis-à-vis the quantity paid by Disney+ Hotstar to amass Laxmii and the expectations with respect to spike in viewership and subscriber base, Laxmii managed to achieve merely 50% of the goal within the opening week benchmark. This has left an enormous query mark about their restoration mannequin contemplating that spike in subscription is the key supply of earnings for OTT gamers.
Following this efficiency, the OTT giants are in two minds with regard to their acquisitions of huge function movies. “Bhuj: The Pride of India, which is another offering on Disney and Coolie No. 1, which has been acquired by Amazon, have both fetched huge amounts for direct to digital premiere and have been acquired by the giants without watching the film in advance. They paid the amount based on the names involved and the goodwill of the stakeholders in the market. Most of the OTT films have failed to do well on the respective platforms, and their sale for digital premiere was more of an attempt to salvage the product. However, with back to back debacles, the OTT heads have now woken up and are planning to demand advance screening for all their acquisitions henceforth and decide on the price to buy the films based on the content. The discussions are still on, however, this inside buzz has left Bollywood producers by shock as this might cut short their income by a massive amount,” a commerce supply informed Bollywood Hungama.
This transfer nevertheless has come as a respite for cinema house owners, as with restricted earnings for direct to digital premiere; the producers are left with no possibility however to launch the movie on the massive display screen to face an opportunity to get well their funding. The speak within the commerce is, Amazon has requested for an unique screening of Coolie No. 1 for the in-house content material curation group.
“The giants are also exploring the possibilities to rework on contracts of other acquisitions, however, given that the dotted lines have already been signed, the chances to reduce the amount based on content is bleak. But the OTT players have realised the intent of Bollywood to make OTT their dumping yard and hence, they would buy a film only on merit of content and not the face value. Going forward, there lies no scope of being taken for a ride,” the commerce supply additional informed Bollywood Hungama. That’s not all; all of the OTT releases until date have proved to be loss making enterprise for the OTT gamers.
“The business model of OTT is not meant to acquire feature films. This was an experiment in unprecedented times like COVID 19, which has clearly failed as Bollywood sold all the substandard products to OTT and filled their own pockets. Now the focus will shift on curating content exclusively of OTT platforms, with a film or two being an exception depending on several factors. A web series with no A-List stars gets the OTT players more eyeballs and income than an A-List star film acquisition. The idea is to get the viewers hooked on to the episodes and season and then make them renew the subscription for the second, third and subsequent seasons. It’s a clear business model, and there lies little scope of acquiring new films at astronomical rate. Laxmii is an eye opener given the blind buys”
ALSO READ: “It’s a BAD joke”: Trade rips aside Akshay Kumar-starrer Laxmii; however really feel it had the possibility to work in single-scren cinemas
More Pages: Coolie No.1 Box Office Collection , Coolie No.1 Movie Review
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