The theatrical success of films today faces two major challenges early OTT releases and mass self-bookings by the filmmakers themselves. Producer Boney Kapoor has recently shared insights into this problematic cycle that continues to harm the film industry.
According to Boney, many OTT contracts include a clause that increases the streaming price based on box office milestones. For instance, if a film earns over ₹100 crore, an extra ₹5 crore is added to the OTT deal. With every additional milestone, say ₹120 or ₹150 crore, the OTT rate keeps going up.
This system is now being misused. Boney believes some filmmakers are artificially inflating box office numbers by bulk-booking tickets themselves to cross these milestones. The goal is to show inflated collections and earn more from streaming platforms.
However, Boney strongly criticises this approach. He feels that such manipulation ultimately harms the film’s credibility. Even if the box office shows high numbers, audience reviews and critical reception often remain poor, revealing the actual response.
He cited Sitaare zameen par as an example, appreciating Aamir Khan’s decision to not sell the film to OTT platforms. According to him, this choice was a fair and ethical move in favour of cinema and audience trust.
Boney also advised the makers of Saiyaara, including YRF and Aditya Chopra, to delay its Ott release to maintain authenticity and respect audience sentiment.
