Since the emergence of OTT, some producers have found it easier to secure a safe release window before their film's theatrical release, given the growing challenge of predicting the types of audiences who are interested in attending theaters. While there have been occasional exceptions where a small movie unexpectedly shifts the opinions of industry insiders about what films should be produced, the situation has largely remained unpredictable.

Maaman OTT Release: Z5 Aims to Repeat Proven Formula

The OTT platforms' scenario has reached a point where multiple producers are now complaining that their films' release dates are now being dictated by these same streaming giants. Even the platforms are having a tough time. They analyze user behavior and pursue stars and their films, which will bring them steady views.

To attract more consumers, OTT platforms are coming up with innovative ideas. Some strategies aim to boost subscriptions, while others stem from areas where these platforms also operate. The company wants to ensure that TV channels receive adequate promotion. Particularly, companies that consider both channels and streaming platforms as integral components of their operations stand out.

Z5 is making a similar effort with Maaman. The platform has confirmed recently that they will be premiering Soori's heartwarming family on both TV and OTT at the same time. The same thing happened with Victory Venkatesh's latest blockbuster, Sankrantiki Vastunnam.

It is quite evident that once a film is released on OTT, people may not be interested in watching it when the movie premieres on TV. Sticking to the idea that families are the majority consumers of TV channels, platforms like Z5 have decided to make sure that family audiences are also watching a movie like Maaman at the same time as digital subscribers.

Zee5 (Z5) is yet to confirm Maaman's final OTT release date. But Soori's film will most likely start streaming next week.