Media executive Jyoti Deshpande recently shared her views on the evolving relationship between theatrical releases and streaming platforms, arguing that the film industry may have unintentionally weakened cinema culture by normalising fixed OTT release windows for audiences. During an exclusive conversation with Bollywood Hungama while discussing the success of Dhurandhar and the changing landscape of Indian cinema, Jyoti Deshpande reflected on the growing expectation among viewers that films will arrive on streaming platforms within a fixed timeline after their theatrical release.
When asked whether an eight-week theatrical window is the ideal model before a film premieres on OTT, she said the industry needs to rethink the current system. “I think we've done a disservice to the cinema industry by educating consumers about this prescriptive eight week window,” she said.
According to Deshpande, every film should be allowed to determine its own journey based on audience response and theatrical performance rather than following a standardised release formula. “I feel that each should go on its own merit. If a film is off the cinemas, and it can go quicker than eight weeks, then it can do that. But if a film needs to be off the cinemas for three months, then it should be that also,” she explained.
The executive also spoke about how aggressively promoting OTT platforms during a film’s theatrical campaign may indirectly discourage audiences from visiting cinemas. “And I don't believe that in cinema marketing, you should promote OTT partners,” she said. “I think educating people to the cinemas, in that to put your OTT partners, you're educating with your money that don't come to the cinemas, it's going to come on this OTT platform.”
Deshpande further pointed out that many of these practices became common during the COVID-19 pandemic, when the entertainment industry was navigating uncertainty and streaming platforms became the primary mode of film consumption for audiences worldwide. “I think all these systems need to be revamped. They were done during COVID with a very different genesis in mind,” she stated.
She also stressed the importance of creating a healthier balance between theatrical and digital platforms instead of allowing one to affect the growth of the other. “Now, it's time we revamp some of these practices, so that each window gets the best shot to succeed. And the sum of the parts totals to a larger whole, as opposed to each cannibalising from the other,” she added.
Jyoti Deshpande’s remarks come at a time when the debate around theatrical windows, streaming rights, and audience viewing habits continues to remain one of the biggest discussions in the entertainment industry. Over the past few years, several filmmakers, exhibitors, and producers have expressed varying opinions on how long films should remain exclusive to cinemas before arriving on OTT platforms.
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