BY SUGANDHA RAWAL
New Delhi, Oct 17 : Are you accustomed to the rising pay-per-view affords for films? What number of occasions did you catch a tv film on Indian small display earlier than the pandemic hit us? Or discover the multiplex within the digital world? Do you know we’re transferring to an period of residence leisure the place you possibly can select whether or not you wish to watch a narrative within the type of a movie or an online collection?
These are a few of the traits which were rising over the previous few months, as the house leisure trade appears to be like for brand new methods to seize eyeballs.
Whereas direct-to-OTT releases have been a necessity for the movie commerce amid the lockdown, rising traits such because the revival of tele-film tradition, emergence of video-on-demand fashions in India, OTT particular multiplex segments and a brand new format the place the identical challenge might be consumed as a movie or a collection — relying on the liking of the buyer — are acutely aware steps at taking home-viewing to the following degree.
“Through the lockdown, folks opened as much as new content material they weren’t uncovered to earlier. Quickly, the viewers will favor paying to observe the large display movies/blockbuster movies in theatres and they’ll watch the mid-level and the smaller funds movies on OTT. PVOD (Premium Video On-Demand) continues to be in its early stage,” producer-director Abhishek Pathak informed IANS.
The concept, nonetheless, labored effectively for the latest motion drama “Khaali Peeli” starring Ishaan Khatter and Ananya Panday.
Explaining the idea, Pathak continued: “It’s the same mannequin as in theatres, by means of which the viewers chooses to observe one thing they usually pay for it. It’s not like the subscription mannequin of OTTs. Right here the distinction is they’re paying for content material and never the variety of folks watching it. Indian viewers are a cost-conscious lot. The PVOD mannequin will probably be catering to a distinct segment viewers. It can take a while to penetrate into the typical OTT subscriber’s thoughts.”
Earlier this yr, the worldwide studio Disney confirmed the pay-per-view solution to the world when it introduced its big-ticket enterprise “Mulan” would launch on its streaming platform.
“We’re ‘Mulan’ as a one-off, versus saying there’s a new enterprise windowing mannequin,” Disney CEO Bob Chapek had mentioned whereas asserting their determination.
In India, the video streaming platform ShemarooMe is attempting out the pay-per-view mannequin with ShemarooMe Field Workplace. They’ve launched “My Shopper’s Spouse”, “Scotland”, “The Hidden Strike”, “The Least Of These: The Graham Staines Story”, “X-Zone”, “Regards And Peace” and “376D”. The flicks can be found for Rs 70-Rs 100 for a three-day viewing.
Zee Plex has additionally adopted swimsuit. Other than “Khaali Peeli”, they launched the Tamil film “Ka Pae Ranasingam” stars Vijay Sethupati and Aishwarya Rajesh utilizing this format.
Breaking down the response of the pay-per-view mannequin in India, a Shemaroo Leisure spokesperson mentioned: “The producers get a platform to showcase their movies and utilise them for additional monetisation after launch on the platform. Additionally they get a clear system the place they cannot solely monitor the progress of their movies but in addition have direct entry to the ticket gross sales dashboard.”
“Plus, the audiences get to benefit from the movies. We’ve seen movie critics, trade patrons and reviewers prolong their assist to the platform, with all the ecosystem accepting and embracing the TVOD platform. We really feel the mannequin will see immense success and recognition in India as effectively. For now, it is a very experimental section and now we have witnessed good traction to date,” added the spokesperson.
One other rising pattern is the tele-film, a pattern that was once standard within the nineties, through the heydays of Doordarshan. “Footfairy”, starring Gulshan Devaiah and Sagarika Ghatge, goals to guide the shifting focus to ‘TV first’ releases within the age of OTT premieres. It’s set to launch on &footage quickly.
“Whereas new films are skipping theatres and hitting OTT platforms this yr, we, with the launch of ‘Footfairy’, are geared as much as set a brand new benchmark within the Indian tv house, with a ‘TV first’ launch,” mentioned Ruchir Tiwari on behalf of the channel on the time of the announcement.
Filmmaker Bejoy Nambiar is taking a step into an altogether new route by releasing his thriller, “Taish”, within the type of an online collection in addition to a movie.
“Within the final 5 – 6 years, now we have seen a paradigm shift in the best way the viewers consumes content material — from quick codecs to binge-worthy lengthy codecs and straight-to-digital movie premieres, and so forth. As creators, we, too, are continuously navigating and adapting to those adjustments,” Nambiar mentioned whereas explaining the transfer.
“Since shopper viewing patterns are continuously evolving, we needed to offer them a alternative to observe our content material in the best way they want to. After giving it some thought and as a primary of its variety initiative, ‘Taish’ has discovered totally different codecs as a six-part net collection and a movie — every equally efficient,” Nambiar added.
In accordance with Nachiket Pantvaidya, CEO, ALTBalaji and Group COO, Balaji Telefilms Ltd, the lockdown section has “acted as a catalyst in remodeling the content material consumption habits of the viewers”.
“The viewers mindset is progressively altering whereby they’re keen to pay for high quality content material, which was not the case earlier. This variation will certainly create a bigger pattern dimension of the viewers for the content material, whether or not Indian originals, films, music, or sports activities obtainable on OTT platforms,” Pantvaidya added.
In the identical vein, Gautam Talwar, Chief Content material Officer at MX Participant, mentioned: “With the onset of the pandemic, I consider that the strains between weekday and weekend programming have began blurring and it has acted as a catalyst for the expansion of OTT platforms, with viewers being pushed to undertake a brand new medium of leisure.”
“Audiences at the moment are experimenting with and having fun with recent, differentiated content material throughout codecs and various genres; they’re hooked to the content material that retains updating on their watch lists and are looking out for one thing new as effectively by way of pal suggestions, social media and so forth,” Talwar added.
Amid the brand new rising traits, direct-to-OTT is right here to remain, however won’t be an possibility for large ticket Bollywood entertainers.
“Direct to OTT could grow to be a extra acceptable and viable possibility for a number of mid funds movies. Funding in good high quality content material and excessive funds manufacturing for OTT exhibits is right here to remain and can at all times benefit from the viewers love. We’d see a shift within the viewers behaviour particularly, the youth, who could select cinemas for less than large ticket films as that’s additionally a recreation occasion,” identified Rohit Jain, Managing Director, Lionsgate South Asia.
It’s fairly evident that the pandemic disrupted the market and made approach for these new methods. It is going to be attention-grabbing to see whether or not the brand new traits change into disrupters within the leisure world, with cinemas opening up once more.
(Sugandha Rawal might be contacted at email@example.com)
Disclaimer: This story is auto-generated from IANS service.