Should Akshay Kumar And Kiara Advani's Laxmii Release Simultaneously On OTT And In Theatres? Trade Experts Speak

Laxmii has all the qualities of a blockbuster including the presence of Akshay Kumar. It’s been earmarked for OTT release but some feel it could’ve been the ideal vehicle to turn around fortunes of theatres.

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Should Akshay Kumar And Kiara Advani's Laxmii Release Simultaneously On OTT And In Theatres? Trade Experts Speak
Many trade experts feel  that this Diwali’s big release Laxmii (earlier entitled Laxmmi Bomb) has all the qualities of a blockbuster including the presence of Akshay Kumar. Sadly it’s been  earmarked for release on the  OTT platform when it could’ve been the ideal vehicle to turn around the doddering fortunes  of theatre exhibition. Apparently last-minute talks are on to release Laxmii in selected movie theatres.

Says trade analyst Girish Johar,  “Ideally all big films should be a theatrical release but since cinemas are not open pan-India with certain states not lifting the embargo, the makers could have either waited but instead they chose to release their film on OTT. This Diwali 2020 will be a damp squib at the BO and major releases will be on OTT platforms.” ALSO READ: Bam Bholle Song From Laxmii Out Now: Akshay Kumar's Act As A Transgender Woman Is Powerful And Goose Bump Inducing - WATCH
 
Johar feels the theatre exhibitors are sitting on a high horse. “The cinemas are sticking to their stand of being the premium and front most option for cinema consumption and they don’t want to share their position with any one else. Earlier VCR, DVD then Satellite and now OTT have threatened their position several times but cinema screens across the globe have fought for their space and kept it intact. So releasing Laxmii on Theatrical & OTT, the so called HYBRID MODEL does not suit the Indian palate, unlike countries in Europe and elsewhere. Hence, it's not possible to have shared OTT-theatre release in India.” ALSO READ: Laxmii: Akshay Kumar Unveils New Poster After Title Change; Announces Release Date Of The Film


Trade analyst Atul Mohan is all for a shared release. “Laxmmi should have released in both the mediums. The makers should have planned a balanced release  between both. The multiplexes wouldn't have participated in the party but some selected single screens from selected towns could have been picked for its release. Not a wide release but a decent release. Films like Laxmmi coming in theatres is very important for the film industry and to uplift the mood of  the trade.”

Movie exhibitor  Akshaye Rathi feels it is  impractical  to  have a shared  release. “HA lot of moving parts in the equation. It's a call that the  Laxmmi  producer Disney-Hotstar needs to take first. Post that, the commercial terms of engagement need to be discussed with all exhibitors. It’s a long-drawn process.”






Image Source: Instagram/akshaykumar
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