‘The Great Indian Kitchen’ to ‘Aarkkariyam’: Why Malayalam films are streaming on multiple OTT platforms

Sanu John Varughese’s Aarkkariyam had to be taken out of cinemas inside eight days of its launch (April 1) due to the paucity of viewers. But when it launched on OTT a month later, the movie gained an enormous viewers and appreciation. The movie is at present streaming on eight platforms: Neestream, Cave, Roots, Amazon Prime Video, FilMe, First Shows, BookMyShow and Koode. It has already obtained almost six lakh views throughout all of the platforms and may have its tv premiere this weekend.

Suraj Venjaramoodu and Nimisha Sajayan in a nonetheless from ‘The Great Indian Kitchen’
 
| Photo Credit:
Special association

The Great Indian Kitchen, one of the crucial talked about motion pictures this 12 months, is streaming on Neestream, Amazon Prime Video, Cinemapreneur, FilMe, GudSho, Saina Play, Limelight Media, Roots and Cave. It is probably going to be obtainable in additional platforms. Nayattu is enjoying on Netflix and Simply South, Kho Kho on Saina Play, Simply South, Amazon Prime Video and FilMe and Kala on Amazon Prime Video, Saina Play and Aha (dubbed in Telugu). Low-budget productions and some impartial motion pictures are additionally streaming on multiple OTT platforms concurrently.

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Though OTT is the brand new regular, the success mantra appears to be: the extra the merrier. With the streaming companies mushrooming with every passing day, most of them appear to go for regional content material, significantly Malayalam cinema.

Joju George, Kunchacko Boban and Nimisha Sajayan in a nonetheless from ‘Nayattu’
 
| Photo Credit: Anup Chacko

After a nine-month interval, theatres lastly began to perform in Kerala in January however the curtains had to come down in April, following the second wave. That is among the the reason why producers and filmmakers are choosing a digital launch. The thought is to take the film to as many viewers as attainable.

“There are financial benefits. Most of the platforms have both subscription and pay-per-view options. We got more turnover from the latter model. The profit share is often in 50:50, 60:40 and, in some cases, 80:20 ratio. With pay-per-view or rent-buy options (as in BookMyShow) available, one does not have to go for regular subscription on Amazon or Netflix,” says Jomon Jacob, co-producer of The Great Indian Kitchen, which had a direct-to-OTT launch.

Maximising viewership

Aarkkariyam was one of many first motion pictures that went for launch on multiple platforms. “The newer platforms cannot compete with the infrastructure of big players such as Netflix and Amazon. However, now we have a section of viewers who prefer online to television. These platforms have made a mark in regions where major streaming players are not available,” says Arun C Thampi of Moonshot Entertainments that produced Aarkkariyam. For instance, a few of the films on Amazon Prime are not obtainable in West Asia and that’s the place platforms resembling Simply South, Cave, Roots or FilMe come into the image.

Meanwhile, digital service suppliers resembling Charles George, regional head-Kerala, Neestream, really feel that the market is turning into aggressive with producers choosing non-exclusive streaming. The platform had made its presence felt with the première of The Great Indian Kitchen, which was rejected by mainstream platforms. The film crossed a million views lately on this platform alone. “We had taken it as exclusive content for 90 days. After that it was given to other platforms,” he says.

However, not many producers are excited by signing unique streaming offers in the intervening time. “So we put forward a clause to allow exclusivity for at least 15 or 30 days. Our aim is to bring new Malayalam content for viewers,” Charles provides.

A query of time

The pay-per-view fee varies for every platform. In the case of FilMe, which makes use of QR expertise to watch and share motion pictures with out the web, the worth is ₹30 per movie as well as to the price of the QR-code primarily based card (₹49 for 3 motion pictures). In BookMyShow, motion pictures may be rented out for ₹79 and up. “Earlier, films were released in multiple theatres, with multiplexes charging more rates. It has now moved on to the digital space,” Jomon says.

Now, a number one platform which has been streaming Telugu content material is entering into Tamil and Malayalam in an enormous means, whereas a Malayalam platform is planning to embrace a listing of Tamil films. “The audience now has options when it comes to better viewing experience and pay-per-view or subscription charges. The platforms are also working on improving the quality of streaming and compatibility with multiple devices. With some of the major OTT platforms still having reservations about streaming regional content, the smaller platforms will have a place,” says Aashiq Bava, government director of Saina Play.

The one main grouse is, actors are not too eager on their films streaming on regional companies. “They are more excited to put up a post about the release of their movie on Amazon Prime and Netflix and not on a regional platform,” says a spokesperson, who works with a streaming service.

Jomon, nonetheless, says that it’s a query of sustainability for these impartial platforms in the long term. C U Soon, Drishyam 2, Joji (all on Amazon Prime), Irul (Netflix), and Thirike (Neestream) have been a few of the unique releases.

Grapevine says

Many big-ticket releases motion pictures are eyeing direct OTT releases. Apparently Dulquer Salmaan’s Kurup and Prithviraj’s Cold Case are eyeing direct OTT releases. Mahesh Narayanan’s Malik, Rajeev Ravi’s Thuramukham and Priyadarsan’s Kunjali Marakkar are among the many most anticipated releases of the 12 months. It stays to be seen whether or not they may even would lastly be seen on OTT platforms.