With digital rights turning into a good source for earning solid revenues, producers these days are partnering with various online streaming companies and selling the digital rights of their films for a hefty price without paying heed to the consequences. Just few weeks into the release, the film is made available for viewers through Amazon Prime and Yupp TV. In fact, streaming of movies with in 3-4 weeks after their theatrical release is corroding the revenues earned through ticket windows and also impacting the long run of the films as audience get habituated to wait for movies to be streamed online.

One of the recent examples is Nagarjuna’s Raju Gari Gadhi 2, which is available for viewers just a month after its release. Now, Nani’s latest film MCA is available in Amazon Prime even before it had completed a month. The Nani starrer is running with decent collections in all major areas even after completing three weeks. The film collected better shares than some of the Sankranthi releases.

Unfortunately, due to the contract, the film is now available in Amazon Prime with in four weeks.

As Telugu360 mentioned in our previous article ‘ Will Amazon digital rights cannibalise theatrical revenue ?‘ , this practice will have adverse effects on the theatrical revenues. Therefore it is high time Tollywood had taken sensible steps to put an agreement for minimum number of days after which films can be screened on digital platforms.

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