Movies
Director Gunasekhar Urges 3-Month OTT Window to Boost Tollywood Theatres
Director Gunasekhar demands a three-month OTT window in Tollywood, citing short digital releases as a threat to theatrical revenues and urging a revival of cinema attendance.
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Dumtika Editorial
April 2, 2026 · 1 min read
(Image: Dumtika Editorial)
Director Gunasekhar has brought attention to the challenges Tollywood theatres face due to the current short OTT release window. After his recent film Euphoria underperformed at the box office despite positive critical feedback, Gunasekhar emphasized the need for a three-month gap before films debut on streaming platforms.
Known for his grand cinematic ventures, Gunasekhar's concern stems from the industry's rapid shift post-COVID, where OTT platforms quickly acquire films for digital premieres, often within a month. He pointed out that this trend discourages audiences from visiting theatres, as films become accessible at home too soon. He remarked, "Why will audiences come to theatres if films are available at the comfort of their homes so soon?"
The filmmaker also referenced the mixed box office results during the Sankranthi season and the disappointing run of Euphoria to underline his stance. Industry discussions are ongoing, with some stakeholders proposing OTT windows ranging from eight weeks to three months to protect theatrical revenues.
Gunasekhar's call for a longer theatrical window aims to revive cinema attendance and ensure that good films get their deserved theatrical run. Fans and industry watchers await the Film Chamber's final decision, which could reshape release strategies in Tollywood.
