Numerous Kannada films aspire to be featured on renowned streaming platforms such as Netflix and Amazon Prime Video, but most need help achieving this goal. Only a handful of movies secure a spot on these platforms, as prominent OTT providers often undervalue Kannada films. Except for a few notable titles like KGF, Kantara, and others, many believe Kannada movies need more production quality to captivate audiences. Consequently, a debate has emerged regarding establishing a dedicated streaming service exclusively for Kannada films, as the current options fail to offer sufficient content to attract viewers.
Kannada filmmakers are inclined to feature their movies on Amazon Prime Video primarily due to its widespread recognition, even though monetary gains may be insignificant. While alternatives such as Namma Flix offer minimum guaranteed payouts and revenue sharing, they need a higher level of prominence. The filmmakers prioritize having their movies showcased on prominent platforms like Amazon Prime Video as it enhances the fame of the actors and crew, with monetary considerations taking a backseat.
Some individuals believe that granting filmmakers the authority to determine the pricing of their movies and control their distribution (Transactional Video On Demand) would be an intriguing concept. However, filmmakers have yet to venture into exploring this possibility. Additionally, some industry professionals propose the simultaneous online release of movies alongside their theatrical screenings to combat piracy. They argue that this approach would make movie-watching more affordable for audiences and discourage the consumption of low-quality pirated copies. Nevertheless, simultaneous releases have yet to garner interest within the Kannada movie industry. Instead, it would be more beneficial for the Kannada industry to concentrate on producing exceptional films and content, similar to the achievements of the Malayalam industry. The Malayalam industry faced comparable challenges from OTT platforms but triumphed over them by captivating the audience with high-quality films. This success compelled OTT platforms to pursue collaborations with Malayalam producers actively. Recent examples of such achievements include “Premalu” and “Manjummel Boys.”
