The big screen’s back in spotlight as Rs 13,000 crore box-office revival fades OTT boom

Mumbai: The Indian film industry is returning to a theatre-first release model, reversing the post-pandemic trend of direct-to-streaming premieres as studios increasingly prioritise box-office revenues while streaming platforms pull back on spending.

Today, films are typically arriving on streaming services around eight weeks after their theatrical release, compared to a window of 2-4 weeks for certain films during the post-pandemic period when many titles bypassed theatres altogether, industry executives said.