Maryade Prashne, the inaugural production of RJ Pradeepa’s Sakkath Studio, experienced a lackluster performance at the box office during its theatrical release in November 2024, subsequently becoming available on OTT platforms well after the 60-day window. The film, which was both written and directed by Nagaraj Somayaji and based on a story by Pradeepa, premiered on Amazon Prime Video on February 7, where it garnered a significantly more favorable reception compared to its initial theatrical outing.

Nagaraj Somayaji: Audiences will watch a film only at their convenience

The current environment is not conducive for audiences to visit theaters for movie screenings; instead, they prefer to watch films at their convenience. The trend of viewers opting for OTT platforms indicates that they prioritize their comfort. The filmmaker asserts that there remains a viable audience for Kannada cinema.

Nagaraj points out that one of the challenges faced by content-driven Kannada films is the insufficient time allocated for word-of-mouth promotion, which is essential for audiences to determine an appropriate time to view them. He also observes that audiences tend to have preconceived ideas about which films they will choose to see in theaters and which ones they will postpone for OTT viewing.

Many of these films are categorized as multiplex releases, placing them at the discretion of corporate exhibitors. These exhibitors are unlikely to support a film for three weeks in anticipation of increased attendance. If a film starts with 15 screens in its second week, it may drop to four by the third week, and by the fourth week, it could be reduced to just one screen, challenging the filmmakers to demonstrate that they can attract an audience for that single showing. While some filmmakers succeed in this endeavor, we did not exert such effort, remarks the filmmaker in an interview with Kannda Pichhar.

Nagaraj expresses concern that theater attendance may decline further, as viewers increasingly opt for streaming services. He highlights a significant issue: the oversupply of films compared to audience demand. "With 8 to 10 films being released weekly, it is impossible for an individual to view all of them. Even if someone watches one film each day, they will not be able to see every release by the end of the week, especially with new films debuting continuously. It is simply unfeasible for audiences to keep up with all the Kannada films released in theaters annually," he explains.

Two weeks post the OTT release, Nagaraj notes that while his producer may not yet feel secure, many viewers have commented after watching the film on Prime Video that they regretted missing it in theaters. "Creating a quality film is insufficient; understanding how to navigate the box office dynamics is crucial. That is what truly matters," he concludes.

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