The Window Hindi Movie
Gone are the days when one had to wait months after a movie releases, to watch it at the comfort of home. Since cinema halls reopened in November last year, the window of releasing films on OTT platforms was reduced from eight to four weeks. However, this ignited several debates on how the OTT release impacts the theatrical potential of feature films. Hence, multiplex associations and exhibitors announced that starting August 1, there will once again be an eight-week window between the theatrical and OTT release of films.
The Window Hindi movie
The term is named after American policy analyst Joseph Overton, who stated that an idea's political viability depends mainly on whether it falls within this range, rather than on politicians' individual preferences. According to Overton, the window frames the range of policies that a politician can recommend without appearing too extreme to gain or keep public office given the climate of public opinion at that time.
The Overton window is an approach to identifying the ideas that define the spectrum of acceptability of governmental policies. It says politicians can act only within the acceptable range. Shifting the Overton window involves proponents of policies outside the window persuading the public to expand the window. Proponents of current policies, or similar ones within the window, seek to convince people that policies outside it should be deemed unacceptable. According to Lehman, who coined the term, "The most common misconception is that lawmakers themselves are in the business of shifting the Overton window. That is absolutely false. Lawmakers are actually in the business of detecting where the window is, and then moving to be in accordance with it."
The reduced OTT (over-the-top) platform window is one reason, said Amit Sharma, MD and CEO, Miraj Cinemas. Now, films are streamed on OTT platforms four weeks after their release. Earlier, this window used to be eight weeks.