Indian cinema swings back to theatre first strategy as OTT waits eight weeks

Studios now delay OTT releases by weeks

Indian film studios are re-embracing a theatre-first release model as streaming platforms cut spending. Instead of going straight to OTT, movies are reaching OTT only about eight weeks after their cinema debut. The change signals fading appetite for direct-to-digital premieres, with box office collections rising even as demand for digital licensing weakens.