Will TFI Embrace Sankranthiki Vasthunnam’s Unique Release Strategy?

Venkatesh’s Sankranthiki Vasthunnam has emerged as a massive box office success, officially becoming the highest-grossing film of his career. Directed by Anil Ravipudi, this family entertainer features Meenakshi Chaudhary and Aishwarya Rajesh in pivotal roles.

In a surprising move, the makers have announced that the film’s television premiere will take place before its OTT release—a rare strategy in today’s streaming-dominated landscape. Before the rise of digital platforms, TV premieres were major events, drawing large family audiences. By prioritizing home viewers, the team behind Sankranthiki Vasthunnam appears to be reviving that tradition.

This decision has sparked curiosity about whether it’s a one-time approach or if it signals a potential shift in the Telugu film industry. If more filmmakers adopt this model, it could alter the current release pattern, giving television premieres renewed significance. It remains to be seen whether this strategy will gain traction or if OTT platforms will continue to take precedence.