Can OTT Become A Threat to Cinema Halls?

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Dr. Sujata Chincholkar

Abstract

Covid pandemic has changed the nature of the entertainment industry. Viewers became used
to watching their favorite content on OTT platform. This shift in the preferences of viewers
posed a threat to conventional medium of releasing movies through Cinema halls. The
researcher conducted a survey to understand the perspective of viewers with respect to
watching movies only. Analysis of data reveled that although convenience attracts the most of
the viewers towards OTT, big screen and sound effect is valued the most for watching movies
in Cinema Hall. The research revealed that at the moment, OTT is not posing a serious threat
to cinema as viewers still value the big screen experience the most. This finding leads to
conclusion that there is no immediate threat to the cinema halls and production houses desiring
to release their movies in theatres.

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