The epidemic has altered our perception of the ‘new normal.’ Life has been interrupted, and the world has had to make several changes as a result. Some of these changes are only temporary, and after the epidemic is ended, everything will return to normal. However, certain alterations will be permanent.
The cinema-and-OTT combo that has evolved since the pandemic’s start has sparked one of the most heated arguments. While many believe that the damage to India’s theatrical industry would be irreversible, others believe that 2022 will be the largest year in the country’s history at the box office.
According to trade analyst Taran Adarsh, the success of Allu Arjun’s Pushpa: The Rise, which opened on December 17, is proof that cinemas aren’t going away. “With the growing number of cases across the country, the threat of the Omicron variant of the coronavirus grew huge with the publication of the film just a few days before the threat of the Omicron variant of the coronavirus loomed enormous.” Despite the fact that theatres in Delhi and the NCR were closed, the film did a great business,” he claims.
Despite being launched on OTT on January 14, the Hindi dubbed version of the Allu Arjun movie has managed to collect Rs 100 crore at the box office, according to Adarsh. “Despite night curfews, occupancy limitations, and lockdown in various states, as well as the film’s digital availability, the picture has not slowed in the box office, demonstrating that people are eager in going to theatres provided the material is excellent.” “I think that film will not go away, and that no other medium can endanger its survival,” he adds.
The spectacular popularity of Pratik Gandhi’s program Scam 1992: The Harshad Mehta Story, which aired on SonyLiv, made him a household figure. Later, in October 2021, he made his Hindi feature debut with Bhavai, which was released in theatres. Both media, according to the actor, have their own appeal. “While OTT provides the convenience and pleasure of watching world-class material from all over the world at home, on demand, there will be many tales that require a big screen and communal viewing.” “I view OTT as a new route, not a danger to movie theatres,” he says.
The epidemic, according to actor Rana Daggubati, has been a tremendous learning lesson, and films will continue to be created regardless of format. “We’ve learned through Pandemic that the quantity of stuff we can absorb has increased tenfold. There will be certain theatres or tales that you will watch on OTT, as well as specific experiences that you will seek out at the theatre.”
“Content will continue to exist, whether it’s in movie theatres or on OTT,” he says. Spectacular narrative experiences will always take place in movie theatres. South Indian theatres now have a better collection than they have ever had.”
