Tamil cinema is poised for a strategic shift as the producers of two of the most anticipated films — Coolie starring Superstar Rajinikanth and Thuglife featuring Ulaganayagan Kamal Haasan — have reportedly adopted a new OTT release policy aimed at boosting theatrical business across India.

Currently, in North India, multiplex chains have enforced a strict condition: they will screen films only if the OTT release is delayed by at least eight weeks from the theatrical release. This rule has resulted in several Tamil films missing out on theatrical screens in North Indian multiplexes, limiting their box office potential.

In response to this, the producers of Coolie and Thuglife have decided to sell digital rights with a clear condition — the films will premiere on OTT platforms only after completing eight weeks in theatres. This move ensures both films will have a wider theatrical release across multiplexes in North India, increasing their visibility and revenue.

Industry experts believe that this strategy could set a new trend. If other top Tamil actors and producers adopt a similar approach, it could help Tamil cinema expand its footprint nationwide, both in theatres and on streaming platforms.

By prioritizing a longer theatrical window, Coolie and Thuglife are not just aiming for box office success, but also redefining the balance between cinema halls and streaming platforms in the Tamil film industry.