Director Gunasekhar has joined the ongoing debate about the OTT window in the Telugu film industry, calling for a three-month delay between theatrical and streaming releases. Speaking during a recent public interaction, the filmmaker suggested that implementing a three-month OTT window for every film could revive declining theatrical revenues.
Gunasekhar's suggestion comes at a critical time when exhibitors and producers are actively discussing an 8-week OTT window to protect theatrical business. Recent meetings at the Film Chamber have seen proposals ranging from 8 weeks to 3 months, with industry stakeholders working toward a unified policy.
The filmmaker's argument is based on his own experience with his recent film, Euphoria, which failed at the box office despite positive reviews from some critics. Gunasekhar believes that the industry has made audiences accustomed to watching films on OTT platforms, and it's time to change this trend.
However, the debate highlights a fundamental tension, while longer OTT windows might protect theatrical revenues in theory, content quality and promotional strategy remain the primary drivers of audience decisions. Audiences nowadays decide whether to watch a movie or not based on promotional content, and if it doesn't excite them, they won't watch it in theaters, regardless of the OTT window.