Brands banking on direct-to-digital movie releases are gaining traction

With theatres remaining shut, new releases are making a beeline for OTT platforms, and companies are forging tie-ups in order to reach out to the target audience

Brands are scouting for partnerships with over-the-top (OTT) platforms to cash in on direct-to-digital movie releases, a formula that has proved a hit during the pandemic.

Consumption of content through digital media has grown exponentially, according to them. People are generally feeling starved of fresh and good content, given that most TV channels are not coming up with anything new. 

Theatrical releases of films have been deferred, with production houses opting to release them on OTT platforms instead. This has led to brands forging such alliances.

Tata Tea Gold and Parle-G collaborated with Amazon Prime Video for the release of Vidya Balan-starrer Shakuntala