Divyenndu points out a film’ success is now decided by its shelf life

• Thai Massage, Divyenndu’s most recent film, debuted in November.
• He has already been optioned for an OTT distribution.
• Divyenndu believes the film’s success will be determined by the OTT release.

Thai Massage, Divyenndu‘s most recent film, debuted in theatres in November and has already been optioned for an OTT distribution. The story about a 70-year-old man coping with erectile dysfunction did not perform well at the box office, and Divyenndu believes the film’s success will be determined by the number of people who view it after its OTT release.

He reasons, “From what I know, the film was a limited release. It will eventually come out on OTT and more people will be able to watch it in the comfort of their homes. So, for me, the actual success would be decided after it comes out online and then how many people watch it. The film’s views on OTT will give an accurate data as to whether the audience have liked it or not.”

As an artist, all Divyenndu wants is for his work to be seen by a larger audience, and he has no issues admitting that OTT is the greatest way to do so.

“I do not want my producers to suffer loses, but as an actor, box office collection does not interest me. I am concerned about more and more people watching my movie — whether in theatre or on OTT platforms. And that’s why I am glad that most of the platforms have started choosing this method of limited release, followed by OTT release,” elaborates the actor.

Films released on OTT have resulted in another beneficial development, according to Divyenndu. “The success of your film or show is now decided by its shelf life, and OTT has increased that,” he says and goes on to cite example of his debut film.

“Pyaar ka Punchnaama was not one of those films with a big first-day opening. Our Monday was better than our Friday… our Tuesday was better than our Sunday. The film eventually grew, and more and more people started watching it. With OTT, this has become a very common phenomenon now,” he says.

The actor goes on to say that while a film may not do well on its initial day or weekend, an online release allows viewers to watch a show or film at their leisure.

“Hence, it’s no more the game of first day or first weekend. In fact, these were all marketing tools that, ‘Arrey hamaari film ne itna paisa kamaaya hai first day par.’ But right now, it’s more based on merit,” concludes the actor, who strongly believes in the coexistence of theatres and OTT.