In a bold move that has sent shockwaves through the film exhibition industry, Salaar, the blockbuster hit, is set to make its Netflix debut just four weeks after its theatrical release, contrary to the 8-week streaming agreement mandated by multiplex chains. This unexpected development has left PVR Inox and other leading chains up North feeling cheated, sparking a potential showdown between filmmakers and multiplex giants.
Netflix, known for its strategic acquisition of big-budget films, has been pushing for a swift transition to its platform within four weeks of a movie’s theatrical release. However, multiplex chains, particularly in the northern regions, have been steadfast in their insistence on an 8-week gap to encourage audience footfall in theaters.
Salaar’s Cinematic Clash
Despite a clash with another release, Salaar secured a decent theatrical run in PVR Inox and other major chains up North. The film, released on December 22nd, has now ruffled feathers by officially confirming its arrival on Netflix on January 20th, well within the contentious 8-week window.
Interestingly, Salaar’s OTT release on Netflix will be limited to South Indian languages, excluding Hindi. However, Hindi-speaking audiences will still have access to the film in its original language with subtitles. This departure from the multiplexes’ fight to retain audiences in theaters amplifies the challenge faced by traditional cinema exhibition.
Flouting Industry Norms
The clash between Salaar’s makers and PVR Inox just days before the release did not deter the film’s successful screening in these prominent chains. However, the decision to bypass the industry-standard 8-week no-OTT release agreement has raised eyebrows, leaving multiplexes feeling aggrieved and potentially impacting negotiations with future Telugu pan-Indian films.
PVR Inox and other multiplex chains now find themselves at a crossroads, questioning the viability of their agreements with filmmakers in light of Salaar’s Netflix debut. The alleged flouting of industry norms may prompt a reevaluation of negotiation strategies, especially concerning upcoming Telugu pan-Indian releases.
Conclusion
Salaar’s unorthodox move to enter the digital realm ahead of the agreed-upon 8-week period has set the stage for a potential upheaval in the dynamics between filmmakers and multiplex chains. As PVR Inox and others grapple with a sense of being cheated, the industry awaits the repercussions of this cinematic standoff, wondering if this will reshape the landscape of film exhibition in the ever-evolving entertainment industry.