In recent times, the entertainment industry has witnessed many changes, especially driven by the rise of OTT streaming platforms. With the arrival of services like Netflix, Amazon Prime Video, and Disney+, audiences have become quite choosy when it comes to watching a movie in a theater hall.
The shortened theatrical windows have had a huge impact on cinema audiences. Earlier, films would enjoy a restricted theatrical run for several months before being available on the other platforms. However, nowadays, films are often released on streaming platforms as little as four weeks, which is around a month.
The rapid change has impacted the revenue model as audiences sometimes prefer waiting to watch the movie at home on the OTT instead of going to the cinema hall. Recently, actor Aamir Khan, in a conversation with lyricist writer Javed Akhtar, pointed out the same point on how the shortened theatrical window is impacting the box office revenue model.
While audiences started preferring convenience with OTT over theaters, it is impacting the cinema halls quite badly. In modern life, when people are already busy in life, it has become easier for them to watch a movie at home or while doing any other activity. Though traditional moviegoing experiences are on a decline, the increase in the timespan between a theatrical release and OTT release can bring a positive change for the box office.
