'Master' will stream on Amazon Prime in Telugu and Tamil from January 29. This comes just 16 days after the theatrical release of the Thalapathy Vijay-Vijay Sethupathi starrer.
The announcement by the OTT giant has pleasantly surprised the fans of Vijay, many of whom have not been able to watch it in Overseas territories such as the US. The OTT streaming will happen in 240 countries and Prime is expected to get great traction because of the big-ticket movie.
On the other hand, trade is said to be in a state of shock. If the buzz is anything to go by, distributors and exhibitors were not informed about this by the producers of the movie. "Is this a precursor to several medium- and small-range movies getting streamed on OTT within a week or two of their theatrical release?" a BO observer asked.
If this heralds a new normal, exhibitors will be at a loss to find ways to recoup fast in the time of a pandemic.