PVR INOX, Cinepolis skip North India release of Jailer 2 over 4-week OTT window standoff - The Indian Express

The disagreement began when the producers of Jailer 2 announced that the movie would be available on an over‑the‑top (OTT) service after a four‑week theatrical run, a period shorter than the traditional eight‑week window favored by large cinema chains. PVR INOX and Cinepolis, which operate a significant share of screens in the northern region, argued that the reduced window would erode box‑office revenue and undermine the business model that supports high‑budget productions. As a result, both chains have opted to withhold the film from their North Indian venues until a mutually acceptable arrangement can be reached.

The producers maintain that the shortened window aligns with evolving consumer preferences, as more viewers choose to watch new releases from home shortly after they debut in theatres. They also point to the success of recent hybrid releases that have generated strong viewership on streaming platforms while still delivering respectable box‑office returns. The cinema chains, however, contend that the rapid shift to digital distribution threatens the viability of large‑scale exhibition, especially in markets where ticket sales remain a primary source of revenue for film financing.

The standoff has broader implications for the Indian film industry, which is navigating a transition between traditional theatrical releases and digital streaming. For audiences in India, the dispute may mean limited access to new films in certain regions, prompting them to seek alternative viewing options or travel to cities where the film is still showing. Industry watchers anticipate that negotiations will continue, potentially leading to a revised release strategy that balances the interests of exhibitors, producers, and streaming services.