Will 'Gulabo Sitabo' global premiere on OTT open the floodgates?

Source : SIFY
Last Updated: Fri, May 15th, 2020, 12:03:55hrs
Will 'Gulabo Sitabo' global premiere on OTT open the floodgates?

One of the most expected films of 2020 Gulabo Sitabo starring Ayushmann Khurrana and Amitabh Bachchan is all set to be premiered on Amazon Prime on June 12th. Directed by Shoojit Sircar, the film was supposed to release on April 17 but due to the COVID 19 pandemic, the makers couldn't get a theatrical release so now they have inked a deal with Amazon Prime and directly releasing it on June 12 on OTT platform. 

Amitabh Bachchan tweeted: "T 3531 -Joined Film Ind., in 1969 .. in 2020 .. its 51 years !! .. seen many changes and challenges .. NOW another CHALLENGE .. DIGITAL RELEASE of my film GULABO SITABO !! June 12 Amazon Prime 200+ country's .. THAT IS AMAZING ! Honoured to be a part of yet another change"

It makes a major change and a shift in the Indian movie industry as Gulabo Sitabo is a big Bollywood film with big stars. Earlier the multiplexes association put pressure and staved off big releases on OTT's when rumours were there that films like Laxmmi Bomb and others will premier on OTT's. For 50 days since the lockdown started the powerful theatre lobby was able to hold on and pressurise producers to stop release.  

Indian film industry sees Gulabo Sitabo's OTT premiere as an important move because this could be the new future. Even before Gulabo Sitabo, Jyotika's Ponmagal Vandhal team had planned to release their film on May 1 but theater owners strongly objected to the producer's decision and now, has the premiere got postponed after all the publicity?  Now we hear that the premiere is on May 29.

But now with the coronavirus situation in India being alarming with almost a daily spike in cases, the opening of malls and mall multiplexes looks remote. The earliest that the entertainment industry would open would be sometime in August or early September. Till then producers who have finished their films can't wait and if Gulabo Sitabo becomes a streaming hit, the floodgates will surely open.  

As theater owners are opposing the premiere of mainstream films, now Karthik Subbaraj's production venture Penguin starring Keerthy Suresh has been marketed as a telefilm on June 19. The film's music composer Santhosh Narayanan has confirmed the digital premiere on Twitter.  "A powerful mother is destined to rise on 19th June! Join her on an adventure on @PrimeVideoIn"  Even in the official statement from the FEFSI, the Keerthy starrer has been mentioned as a telefilm to avoid controversy. And if more big Bollywood films skip theatrical release and get on to the OTT platform, Kollywood will follow.  

But all these controversies are expected to subside once Gulabo Sitabo gets premiered on Amazon Prime. Earlier, even the Multiplex Association of India requested Bollywood producers to not opt for OTT release but Rising Sun Films and Kino Works have boldly decided to premiere the Ayushmann and Big B starrer on Amazon Prime.

And now, a Malayalam film titled Sufiyum Sujathayum, directed by Naranipuzha Shanavas and produced by Vijay Babu, will have its world premiere on Amazon Prime. Jayasurya and Aditi Rao Hydari are playing the lead in this movie.