The Tamil film industry is poised for a significant shift in distribution strategy with two major upcoming films, Thug Life and Coolie, considering an 8-week theatrical window before OTT release. Traditionally, Bollywood and its multiplex associations enforce this window, but Southern films have generally followed a shorter window. The makers of Thug Life and Coolie aim to ensure wider theatrical support in North India by adopting the 8-week model.
This move could open doors for broader nationwide reception, particularly in the Hindi-speaking belt, where Tamil films have often lacked necessary backing from key multiplexes. Thug Life marks the iconic reunion of Kamal Haasan and Mani Ratnam, while Coolie brings together superstar Rajinikanth and director Lokesh Kanagaraj. Both films have generated massive buzz, and the adoption of an 8-week OTT window could be a game-changing move for Tamil cinema.
Thug Life and Coolie are scheduled for release on June 5 and August 14, respectively. Both films have done impressive business in terms of pre-release deals, thanks to their star power and blockbuster combinations. By adopting the 8-week OTT window for the Hindi version, while keeping the South language releases at 4 weeks, the films could ensure a wide Hindi release and bigger returns.
However, Coolie will face stiff competition from War 2, one of Bollywood's most anticipated action sequels, on its release date. Despite this, the star power of Rajinikanth and Kamal Haasan could turn the tide. If successful, this move could help Tamil cinema make deeper inroads into the North Indian market and increase its box office potential. The outcome of this strategy will be closely watched by the film industry.