OTT companies have latched on to the opportunity of bagging the ‘direct to digital’ release rights of notable films during the lockdown.
Movies starring big names would’ve never opted for OTT release if the theaters were operative. OTT companies have seen this as a great opportunity to build their customer database.
They had even shelled out big bucks that is against their policies to bag the direct to digital rights of notable films in India.
Aha, a relatively smaller and newer OTT streaming service compared to the giant companies, tried to bag the rights of some notable movies like V. However, they aren’t equipped with enough resources to compete with Amazon, Netflix or even Zee 5.
Lockdown was a great opportunity for Aha co-owned by ace producer Allu Aravind to place it aside the big players, if not ahead.
However, the giant companies didn’t let the competition catch up to them and made sure to get the rights of movies that will surely spike their subscribers count.
Meanwhile, Aha is repeatedly failing to produce quality original content. Web movies like Metro Kathalu have done more damage than helping build the brand.