Prithviraj's Aaadujeevitham OTT rights unsold, streaming release remains uncertain
The plight of Aaadujeevitham demonstrates the current predicament of the film industry, with streaming platforms have become very picky, and driving a hard bargain with film producers.
Aaadujeevitham poster
It won't be wrong to say that the latest Malayalam blockbuster Aaadujeevitham is one of the most awaited movies in the OTT space. However, the film, starring Prithviraj Sukumaran in the lead, remains elusive to streaming audiences.
According to industry sources, the streaming rights to Aaadujeevitham (aka The Goat Life) remain unsold, despite the movie's outstanding performance at the box office. Contrary to popular belief, Disney+ Hotstar does not seem to own the film's streaming rights.
Even before the release of Aaadujeevitham, the streaming giant was believed to be its official digital partner. Some sources claim that the filmmakers are not happy with the offered price, and negotiations are ongoing.
The plight of Aaadujeevitham demonstrates the current predicament of the film industry. In the wake of the COVID-19 pandemic, streaming deals emerged as one of the main revenue sources for producers to offset any financial losses they might incur in the event of poor box-office performances of their movies. The film industry even agreed to short OTT windows to secure lucrative streaming deals.
However, since last year, streaming platforms have become very picky, and driving a hard bargain with film producers. Movies with a decent theatrical run and noteworthy critical acclaim were believed to have an easy time finding streaming partners. However, the case of Aaadujeevitham suggests that even such movies are no longer in high demand.
Aaadujeevitham exceeded expectations both critically and commercially. In addition to garnering glowing reviews, particularly for Prithviraj's performance, the film's global theatrical collection exceeded Rs 160 crore. And yet, Aaadujeevitham is struggling to find a home on streaming platforms.
Aaadujeevitham was released in cinemas on March 28. Typically, new movies arrive on streaming within eight weeks after their initial theatrical debut. However, at the moment, there is no clarity on when this film will become available for streaming.
Updated: June 13, 2024 01:00 PM IST
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