Non-theatrical rights, a reprieve for filmmakers
The non-theatrical rights come as a blessing to the filmmakers. After the coronavirus, pandemic struck the Indian film market, the filmmakers were left in a lurch, and the theater market needs time to get back to its normal. Financial transactions have been hit hard by the Pandemic, and are not prone to a particular market. To retrieve the amount invested in the market filmmakers now see these rights as the only weapon to keep them afloat and remain active. After the pandemic struck, the non-theatrical deals for almost all the leading Tollywood actors, have increased.
The viewing pattern of the Indian audience has changed, and also they are now watching movies from the neighboring language. Digital viewership is on the rise now and at its best. Along with these regional films are being translated into other languages, and the filmmakers are making huge profits from it. The digital, satellite and Hindi dubbing rights of Tollywood films progressed exceptionally in recent times. The theatrical releases are at risk with the markets unpredictable, the only reprieve the filmmakers have is Digital rights, which they are encashing.