Web Platforms have stopped accepting films for direct premieres. They are insisting that producers release their films in cinemas first. For direct-to-digital films, the onus of marketing the film falls on streaming giants. In many cases, they were handed over mediocre products, which didn’t get the desired viewership, leading to losses for platforms as they paid a bomb to buy the films. Hence, the change of policy.
The trend of releasing a film directly online was unheard of before the pandemic. The Sushant Singh Rajput-Jacqueline Fernandez starrer, Drive, was the first big Hindi film to release directly on Netflix, in 2019. The film got a poor response from the audiences and critics alike and even a layman knew beforehand could guess that it was being directly released on digital as it must be a weak product. 10 days after Drive’s release that actors and even directors wanted to add a ‘no direct digital release’ clause in their contracts to avoid a repeat of the Drive fiasco.
But six months later, all changed. Due to the imposition of the lockdown, producers were compelled to release their films directly on the web. This time, the actors didn’t protest.
Gulabo Sitabo, starring Ayushmann Khurrana and Amitabh Bachchan, was the first major film to take the plunge. It premiered on Amazon Prime on June 12, 2020. Soon, several films jumped on the bandwagon like Dil Bechara, Shakuntala Devi, Lootcase, Gunjan Saxena: The Kargil Girl, Khuda Haafiz, Sadak 2, Dolly Kitty Aur Woh Chamakte Sitare, Ginny Weds Sunny, Laxmii, Ludo, Chhalaang, Durgamati, Torbaaz, Coolie No 1 etc.
The trend continued in 2021 when theatres were shut for most parts of the year. Hence, films like The Girl On The Train, Pagglait, The Big Bull, Hello Charlie, Sardar Ka Grandson, Sherni, Haseen Dillruba, Toofaan, 14 Phere, Hungama 2, Mimi, Shershaah, Bhuj: The Pride Of India, Bhoot Police, Shiddat, Rashmi Rocket, Sardar Udham, Sanak, Hum Do Hamare Do, Bob Biswas, Atrangi Re, etc also skipped theatrical release. Films like Salman Khan’s Radhe and Khaali Peeli had a hybrid release.
