follow us:
The sudden OTT release of 'Double Ismart', directed by Puri Jagannadh and starring Ram Pothineni, has reignited discussions about the theatrical window for Telugu films.
The sudden OTT release of ‘Double Ismart’, directed by Puri Jagannadh and starring Ram Pothineni, has reignited discussions about the theatrical window for Telugu films. Released in theaters on August 15, 2024, the film has quickly transitioned to streaming on Amazon Prime Video, just three weeks later, which is significantly shorter than the anticipated 45-day window for OTT releases.
‘Double Ismart’ has received mixed reviews, with some viewers enjoying its sci-fi elements and mass appeal, while others criticized its writing and emotional depth. Despite high expectations due to the success of its predecessor, ‘iSmart Shankar’, the sequel struggled at the box office, earning approximately ₹19.95 crore globally, with ₹15.18 crore coming from India. The plot revolves around a notorious criminal, Big Bull, who seeks to transfer his consciousness into another body after being diagnosed with a terminal illness, but the execution has been deemed lacking.
The film’s early digital release has sparked debate among fans regarding its implications for the traditional movie-going experience. Many are concerned that such short theatrical windows could diminish the value of cinema while also providing a second chance for underperforming films to reach wider audiences.
