Released during the Sankranti 2025 festival, Sankranthiki Vasthunam has emerged as one of the highest-grossing Telugu films, amassing a staggering ₹150 crore share worldwide. Even weeks after its release, the film continues to draw audiences, maintaining strong weekend occupancy and proving its lasting appeal.
Prolonged Theatrical Run Boosts Collections
While most films debut on OTT within four weeks of release, Sankranthiki Vasthunam has taken a different route by extending its theatrical run to eight weeks. This strategic move has significantly contributed to the film’s box office longevity, benefiting both producers and theater owners. By prioritizing the big-screen experience, the makers have ensured sustained footfalls, maximizing revenues before its digital debut.
Innovative OTT and TV Release Plan
Before the film’s release, Zee Group secured its digital and satellite rights in a high-value deal. With the satellite market struggling due to early OTT releases, Zee is now experimenting with a reversed strategy. Instead of the usual pattern—where films release on OTT first and then premiere on television—Sankranthiki Vasthunam will have its television premiere on March 9, followed by its OTT release the next day.
If this approach proves successful, it could revolutionize the industry, prompting networks like Sun Group and ETV to adopt similar tactics. With satellite deals becoming increasingly difficult even for big-budget films, this method could help revitalize the television market while ensuring greater reach and profitability for filmmakers.
Will this bold strategy set a new trend in the industry? Only time will tell, but Sankranthiki Vasthunam has certainly paved the way for a fresh perspective on theatrical, television, and digital releases.
