Prominent Tollywood producer Dil Raju has stated that in the current industry landscape, OTT platforms have become the primary decision-makers in determining the release dates of films. His remarks come amid growing concerns over the unpredictability of theatrical revenues and the increasing dependence on non-theatrical business.
Speaking at a recent media interaction, Dil Raju highlighted that non-theatrical rights — including OTT, satellite, and audio deals — have emerged as the major revenue streams for producers. “It is no longer possible to accurately predict the box office performance of a film. As a result, producers are relying heavily on non-theatrical deals to recover investments,” he said.
He added that this shift has led OTT platforms to play a decisive role in finalizing release schedules. Dil Raju also noted that the current scenario is indirectly impacting star remunerations, with actors being asked to revise their fees in accordance with the scale of non-theatrical deals.
Citing the example of his upcoming production Thammudu, Dil Raju revealed that actor Nithiin agreed to reduce his remuneration after evaluating the film’s non-theatrical business potential. “This should serve as a wake-up call for the industry,” he remarked.
His comments have sparked debate within the film fraternity, with many awaiting potential reactions from other top producers on this evolving trend.
