The Telugu film industry in a historic move has officially put into place an eight-week rule regarding theatrical window for all movies released to begin with which is an action meant to protect industry interests of the theater owners and distributors. The decision comes as worries over shrinking footfalls, increasing production costs and the swift movement of viewers to Over-The-Top (OTT) streaming have been mounting.
We reached this decision after a number of top actors in the industry (producers, distributors, exhibitors) have met and the Telugu Film Chamber of Commerce and the Producers' Guild have put such a high-level meeting at the table. Guided by key activists like Dil Raju, Suresh Babu, Sunil Narang, and Tagore Madhu, the time and place leaders have pushed for this regulation to secure the future of the theatrical universe.
The Crisis: Why the Temporary 8-Week Rule?
Indian film makers have long condemned the “OTT threat” for a couple of years now. Piracy has always existed, but now, the real threat is from legal streaming. Star-studded movies are making their way to digital platforms within three to four weeks of a theatrical debut, so many viewers have adopted a “wait and watch” method, preferring the comfort of their homes to big movie tickets.
Distribution and theater owners were hit hardest by this trend. Even high-budget movies with superstars have had their box office collections tank in the second or third week because audiences know the digital release is near. Under the new ban, no Telugu film to come will be able to be streamed on any digital platform again until after a minimum of 56 days (eight weeks) of their theatrical debut.
Applicability and Exceptions
The industry has explained the nuances of this new “discipline clause”:
Future Project: The policy is now compulsory, for all Telugu films with production work under this rule.
Status Now: Movies that have been completed or completed more than 60% of their shooting don't technically fall under this rule, because their OTT contracts may already have been reached under old arrangements.
A Look at the South Indian Geography
The Telugu industry’s decision is no exception, aligning it with Bollywood, which already applies a disciplined eight-week time frame. Other South Indian industries, however, vary in their approach:
- Malayalam Cinema: Must have a six-week window before it has digital streaming.
- Tamil cinema: A four-week policy in theory, with numerous high-profile exceptions in the last few months.
- Kannada Cinema: It does not have a definitive mandate and is frequently left in the hands of producers to negotiate.
Uniting Front for Big Screen
Through the enforcement of this rule, the big screen experience is at the center of Tollywood’s message as one of India’s most commercially successful film industries. Producers think that if there’s a longer gap, it will induce audience members into a “theatrical-first” mentality, which could eventually raise ticket sales and help recover production costs until the digital revenue is hit.
If OTT platforms have been lifesavers for small-budget movies and a massive secondary revenue lifeline for major film releases, the industry has just learned that the “golden goose” is a darkened hall, silver screen.
