Gone are the times of the much-hyped huge Bollywood clashes on the large display screen as theatres proceed to attend for revival amid the Covid-19 disaster and OTT house rising because the place for face-offs. And this time, it’s not the movies or the makers which are combating for consideration, however streaming platforms. Final week, Shilpa Shetty Kundra’s comeback car Hungama 2 launched digitally, clashing with Vikrant Massey and Kriti Kharbanda starrer 14 Phere. Subsequent up, actors Ajay Devgn and Sidharth Malhotra will likely be taking advantage of the patriotic fervour with their movies, Bhuj: The Satisfaction of India and Shershaah, lined up for launch within the Independence Day week on completely different platforms. “It’s identical to the conflict of movies in theatres. Proper now, every OTT platform is attempting to show its supremacy and attempting lure clients. The established buyer can see the content material each time on the opening day, however the entire thing is about taking in new subscribers,” says commerce professional Komal Nahta. “That’s why if one platform has introduced, the opposite platform loses no time in saying a venture in order that new clients ought to really feel inclined to take the subscriptions, that can also be a purpose they don’t need to miss out on particular days and occasions,” he provides. Final yea, three movies — Shakuntala Devi, Raat Akeli Hai and Lootcase — dropped on completely different OTT platforms the identical day. With the theatrical cycle anticipated to renew quickly, the streaming platforms are attempting to take advantage of the time left in hand, says producer and commerce professional Girish Johar. “Platforms assume it’s a window the place they will interact extra clients. They don’t really feel any risk from the competitors’s movie or content material. The principle motive is most traction and viewers. When theatrical releases open up, it’ll mellow down. Proper now, they’re attempting to gauge as a lot traction as attainable,” says Johar.Nevertheless, the conflict doesn’t impression the movie in any means, asserts commerce professional Taran Adarsh. “Folks have a liberty to decide on a time whereas watching a movie. And the subscriber base comes as a bundle together with the content material,” he says. To this, 14 Phere director Devanshu Kumar provides, “If an enormous movie, like Hungama 2, was slated to launch on the large display screen, it will’ve picked main spots, good timings and extra screens. And that’s not the case within the OTT house. Viewers ko jo dekhna hai, jab dekhna hai, woh log dekh sakte hain. There’s no competitors, or any strain as a consequence of this conflict.”Hungama 2 producer Ratan Jain additionally agrees, and shares, “Kuch impression nahi hota conflict ka. Viewers performs an enormous position in selecting the content material that they need to watch”.In relation to streaming battle and conflict, Manish Kalra, Chief Enterprise Officer, ZEE5 India, asserts content material is the one king.“The rise of OTT platforms has given the viewers an opportunity to have all of it, from the consolation of their houses. It’s now a degree taking part in subject the place content material is the king. We imagine in a client focussed technique the place we cater to the patron’s wants and urge for food. Therefore, a content material works if it appeals to the viewers. The viewership depends on the standard of content material and never on what number of tasks are releasing on the identical day,” Kalra says.