Speaking in an exclusive interview with OTTplay, Visakh Subramaniam, producer of Varshangalkku Shesham, explained why only a few films have digital partners ahead of their theatrical releases. The Vineeth Sreenivasan directorial, which stars Pranav Mohanlal and Dhyan Sreenivasan in lead roles, is now streaming on SonyLIV in five languages.

In a discussion of the evolving trends in the OTT business, Visakh stated that, in contrast to two or three years ago, digital platforms are not in a rush to grab every movie, unless and until the project has garnered a great deal of excitement prior to its release or in theatres, or possesses an exceptional cast. "They are limiting their intake on their platforms because there is a wide range of content available these days," he added.

The young producer further asserted that the amount of money being offered by these OTT platforms today is very different from what it was when they first came into existence during the pandemic. He continued, "For many who work in the industry, it is quite saddening."

‘Producers also have breathing space now’

Visakh stressed that although producers previously had to deal primarily with satellite and international rights, the emergence of digital platforms has given them some breathing room. "Now is a good time for the industry as well. With our own slate of films that are becoming widely recognised both domestically and internationally, we are at the forefront right now. As a result, we can quote a price for our product," he said.

‘Premalu and Manjummel Boys are good examples’

Premalu and Manjummel Boys were cited by the film producer and distributor as excellent illustrations of the evolving digital trends in Malayalam. "Prior to their theatrical release, they did not sell their digital rights. It is possible that people were hesitant to buy them at the time. The producers of these films were able to quote their prices after their theatrical releases because of the films' box office and audience reception success," he said.

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