<p>Actor Vijay’s upcoming movie <em>Master </em>recently gained a fair deal of attention when a few websites reported that it might release on a streaming platform, skipping the theatrical route. The makers soon confirmed that they are keen on a theatrical release despite receiving an offer from a streamer.</p>.<p> While <em>Master </em>has the potential to help theatres regain their lost mojo, the fact remains that a ‘direct to digital’ premiere has its advantages. Here is a look that why an OTT only release might work in the film’s favour.</p>.<p> <strong>A first: </strong><em>Bigil </em>created a buzz among fans as it marked Vijay’s third collaboration with <em>Theri </em>and <em>Mersal </em>director Atlee. Similarly, <em>Sarkar </em>opened to a good response at the Chennai box office as it reunited the mass hero with AR Murugadoss. <em>Master </em>is not as big as the films mentioned previously as it brings Vijay and Lokesh Kanagaraj, an unproven combination, together for the first time. </p>.<p><strong>Urban film</strong>: The recently-released trailer suggests that <em>Master </em>might cater to the ‘Gen Y’ audience as opposed to the masses. There is a perception that‘urban films’ usually do better in ‘A centres’ as opposed to the ‘B’ and ‘C’ cities and this makes an OTT release a safer option.</p>.<p><strong>OTT’s time is now</strong>: Actor Suriya’s <em>Soorarai Pottru</em>, which was released on Amazon Prime Video a few earlier this month, emerged as a digital hit and helped the Singam actor connect with a wider audience. The Malayalam movie <em>CU Soon</em>, starring Fahadh Faasil, too lived up to the expectations and opened new avenues for Mollywood . The positive response to these films proved that OTT’s ‘time is now’. If Master releases digitally, it might help ‘Thalapathy’ expand his fanbase.</p>.<p><strong>Star power matters even in OTT:</strong> Contrary to perception, star power makes a big difference even in the digital space. Akshay Kumar’s recently-released <em>Laxmii</em>, a remake of the Tamil hit <em>Kanchana</em>, opened to record-breaking response on Disney+Hotstar because ‘Khiladi’ is a bonafide A-lister. Given Vijay’s immense popularity, Master too might create history if it releases digitally.<br /> </p>
<p>Actor Vijay’s upcoming movie <em>Master </em>recently gained a fair deal of attention when a few websites reported that it might release on a streaming platform, skipping the theatrical route. The makers soon confirmed that they are keen on a theatrical release despite receiving an offer from a streamer.</p>.<p> While <em>Master </em>has the potential to help theatres regain their lost mojo, the fact remains that a ‘direct to digital’ premiere has its advantages. Here is a look that why an OTT only release might work in the film’s favour.</p>.<p> <strong>A first: </strong><em>Bigil </em>created a buzz among fans as it marked Vijay’s third collaboration with <em>Theri </em>and <em>Mersal </em>director Atlee. Similarly, <em>Sarkar </em>opened to a good response at the Chennai box office as it reunited the mass hero with AR Murugadoss. <em>Master </em>is not as big as the films mentioned previously as it brings Vijay and Lokesh Kanagaraj, an unproven combination, together for the first time. </p>.<p><strong>Urban film</strong>: The recently-released trailer suggests that <em>Master </em>might cater to the ‘Gen Y’ audience as opposed to the masses. There is a perception that‘urban films’ usually do better in ‘A centres’ as opposed to the ‘B’ and ‘C’ cities and this makes an OTT release a safer option.</p>.<p><strong>OTT’s time is now</strong>: Actor Suriya’s <em>Soorarai Pottru</em>, which was released on Amazon Prime Video a few earlier this month, emerged as a digital hit and helped the Singam actor connect with a wider audience. The Malayalam movie <em>CU Soon</em>, starring Fahadh Faasil, too lived up to the expectations and opened new avenues for Mollywood . The positive response to these films proved that OTT’s ‘time is now’. If Master releases digitally, it might help ‘Thalapathy’ expand his fanbase.</p>.<p><strong>Star power matters even in OTT:</strong> Contrary to perception, star power makes a big difference even in the digital space. Akshay Kumar’s recently-released <em>Laxmii</em>, a remake of the Tamil hit <em>Kanchana</em>, opened to record-breaking response on Disney+Hotstar because ‘Khiladi’ is a bonafide A-lister. Given Vijay’s immense popularity, Master too might create history if it releases digitally.<br /> </p>