As COVID-19 surges again, Punjabi industry is settling well on digital platforms

With the third wave of COVID-19 looming and Omicron having upset the entertainment industry once more in two years, the dependence on online streaming platforms has come into focus yet again. And just like other regional industries, Punjabi films have also taken to the OTT platforms as a medium of choice. While in the beginning of the pandemic the Punjabi industry was still reluctant to take direct to digital route for their films’ releases, gradually they too saw the online medium as the need of the hour and embraced OTT.
Even before the third wave of COVID-19 broke out, Punjabi films released on OTT with the likes of 'Jinne Jamme Saare Nikamme' and 'Fuffad Ji' getting an OTT release in October and November 2021. Back in May 2020, producers had expressed reluctance to take on the digital route. Pawan Gill, Producer at Brat Films (of films like ) had said, "For Punjabi films, our revenues aren't that high to risk a digital release, we won't be able to level our production costs. OTT is for the investor, who is concerned about his stock prices, it's not for cinema lovers." Gunbir Sidhu, producer, Whitehill Studios, (of films like, , ) had added, "Option of OTT is not yet open to regional cinema like ours. They are testing the waters in Hindi and Telugu, Tamil as of now. If it turns out to be a success, then I think they will divest into other regional cinema too. But I also think, as of now they will have a strong opposition from the exhibitors."
While most producers are now open to releasing on OTT, actors too are happy that they are reaching their audiences at home via digital platforms. Says Ammy Virk, whose films 'Puaada' with Sonam Bajwa and 'Qismat 2' with Sargun Mehta released on OTT, "If a film does well and connects with audiences, only then will they also like to see it on OTT. So, I feel blessed that audience loved our work and they extend the same love on OTT as well."
Adds Sargun, "It’s great to learn that film and OTT platforms are growing for Punjabi films too. The viewers are smart and know what they like and what they don’t."
Most big and small releases are now available on various online platforms, including those like 'Shadaa', 'Nikka Zaildar 3', 'Sufna', 'Muklawa', 'Chandigarh Amritsar Chandigarh' among others.