Eight-Week Rule Gains Momentum: Push to Delay OTT Releases After Theatrical Run

A new trend is taking shape in the film industry, with increasing emphasis on releasing films on OTT platforms only after an eight-week theatrical window.

Recent examples highlight the issue:
• Su From So was released in theatres on July 25, 2025, and arrived on OTT by September 9—within just six weeks.
• Kantara Chapter 1 hit theatres on October 1, 2025, and premiered on OTT just four weeks later on October 31.
• Mark, released in theatres on December 25, 2025, debuted on OTT within four weeks on January 23, 2026.
• The multi-starrer 45, also released on December 25, 2025, clashed with Mark at the box office and later premiered on OTT on the same day as Mark, continuing the competition on digital platforms.

Such early OTT releases, even while films are still running in theatres, have reportedly affected footfall, leading to losses for exhibitors.

A Common Problem Across Industries

This is not limited to Kannada cinema. Telugu films like Manashankar Varaprasad Garu and Anaganaga Oka Raju released on OTT within four weeks of their theatrical debut. Tamil films such as Kanguva, Amaran, Maharaja, and Captain Miller followed similar patterns, arriving on OTT within four to five weeks. Malayalam films like Aavesham, Kondal, and Guruvayoor Ambalanadayil also saw quick digital releases. The Marathi film industry has faced the same issue.

Eight-Week Window Proposed

In response, representatives of exhibitors’ associations from Karnataka, Tamil Nadu, Maharashtra, Kerala, Telangana, and Andhra Pradesh recently held a meeting in Bengaluru. They have decided to implement an eight-week gap between theatrical and OTT releases, similar to the system followed in Bollywood.

Kishore Kumar, Vice President of the Exhibitors’ Sector of the Karnataka Film Chamber of Commerce, said: “Due to the absence of a fixed time gap between theatrical and OTT releases, films were being released on digital platforms within a very short period, causing losses to theatre owners. We have now decided to make an eight-week window mandatory. This will apply to films entering agreements from April 1 onwards. Films that have already signed OTT deals will not be affected. We will inform producers and OTT platforms and enforce this rule from April.”

Post-COVID Shift in Viewing Habits

During the COVID-19 pandemic, theatre closures pushed audiences toward OTT platforms and social media. Many theatres that shut down during that time never reopened. Although some good films have managed to bring audiences back to theatres, early OTT and TV releases have continued to draw viewers away from cinemas. Recognizing this challenge early on, Bollywood had already implemented an eight-week window for OTT releases. Now, as audiences slowly return to theatres, other film industries are also stepping in to enforce similar measures and protect theatrical business.