The majority of filmmakers and stars are greedy for money. Producers, directors, and top actors try to squeeze as much money as possible from all avenues of a project.
As OTT rights became a significant source of revenue, producers have started skipping the rule of the 45-days window first.
Then the same producers reduced the window to 4 weeks as the money tempted them. They didn’t care about the impact of their decisions on the theatrical business.
Tollywood has almost killed the golden goose.
Today, the theatrical business is at a low. Even big films are not running beyond the first week in the theaters.
High ticket prices and early OTT releases have done a lot of damage to the theatrical business.
The industry woke up now. “Pakka Commercial” makers have decided to screen the movie for very normal prices and stated that their film would not be streamed before five weeks of the theatrical release.
Other producers will have to follow the same.