The Allu Arjun starrer Pushpa: The Rise – Part 1 released in December last year and fast emerged as one of the biggest money spinners of 2021. After a sluggish start at the box office the Hindi version of the film saw an exponential increase in collections as the weeks progressed. Now after its seventh weekend running Pushpa has managed to cross the Rs. 100 cr. mark at the box office. Interestingly though, the film which hit OTT streaming services a while back has continued to do business at the box office window.
In fact, in the past 17 days since its release on OTT Pushpa has raked in approximately Rs. 15.63 cr. which is around 15.57% of its total box office collections. “There are many factors that are responsible for this, one being the fact that there are certain films that are better enjoyed and viewed on the big screen. Due respect to OTT, it is good, but it cannot ever, ever, ever replicate the big screen experience. The big screen is magic, and OTT is always the second option, and will always remain that way”, says Trade Analyst Taran Adarsh.
Further talking about the other reasons Pushpa: The Rise has been doing well at the box office, Taran continues, “Pushpa has the merit for people to watch it again. When you talk about repeat audience, it is very rare for people to watch it again on OTT. But here the magic of watch the film on the big screen has lured the audience back to theatres.”
Later reasoning why, Pushpa was a big screen experience and not an OTT one Taran adds, “OTT is ok for certain genres, and experimental cinema. You don’t watch films on OTT in one go; it does not give you the feel of a community viewing experience that you get in theatres. There are disturbances, you may get a call, you will pause the film, and then continue it again, it is rarely viewed in one go like in a cinema hall. That is why Pushpa has worked, because you have to watch it in one go.”
“Then there is also the social media craze that has played an important part in creating a buzz for the film. Be it the dialogues or the songs that are playing across all social platforms, all of them have generated a lot of curiosity for the film’, says Tara. Add his personal experience he continues, “I started watching Pushpa on OTT but switched it off in 10 minutes. But on the big screen I enjoyed the film. On OTT I just did not enjoy it, so why should I kill my joy of watching it on a small screen.”
Ask Taran whether the dearth of new releases hitting cinemas has also helped the business of Pushpa: The Rise and he adds, “This is also one of the reasons. But for a film to sustain it is not the only one. If it was then the Ranveer Singh starrer 83 would also have continued to do business.” Concluding his reasoning, Taran Adarsh says, “Basically OTT has made little difference to the film, it has made a difference to the right holders’ pockets.”
