The latest release from Yash Raj Films, ‘Saiyaara’, is a good film. As a critic, I’ve said so in my review. And as someone who straddles both sides of the entertainment industry—insider and commentator—I know my opinions influence at least my close circle of family and friends.
But something struck me hard again yesterday as I watched the film in the theatre. Just as the end credits rolled, the last few frames revealed: “Streaming Partner: Netflix.”
In that moment, I instinctively made up my mind—why spend a couple of thousand rupees on a ‘Saiyaara’ family outing to the theatre when I can just wait and watch it on Netflix with my family at home, ask my daughters to order some pizzas-pasta, and make a cozy night of it?
This, precisely, is what’s hurting theatrical cinema.
I’m writing this not as a rant, but as a reflection—because I feel equally responsible for how the industry evolves. And it stings when even the most prestigious studios like YRF give-in to what now seems like a self-defeating trend. Or is it a case of hedging bets in a risky market? The “Streaming Partner” announcement in theatres is proving to be a double-edged sword. Or is it?
Studios—including powerhouses like YRF—are now locking streaming deals pre-release to recover large parts of the budget upfront. It makes financial sense in theory. But publicly announcing that deal inside a theatre, right after you’ve (hopefully) wowed your audience, sends the exact wrong signal:
“Don’t worry if you missed this on the big screen—it’s coming home soon.”
That instantly kills any sense of urgency. No FOMO. No exclusivity. No need to catch it now. This especially affects the family audience—the backbone of non-weekend box office numbers.
A theatrical release is still an event. It’s not just about watching a film—it’s about dressing up, going out, sharing popcorn, arguing about characters on the drive back home. But by plugging a streaming partner into the end credits, you’re subtly telling your audience: “This isn’t essential. You can skip it.”
YRF, historically, has always stood for cinema as spectacle. It helped shape the very idea of Bollywood blockbusters. But when a YRF film casually drops its Netflix tie-in on-screen, it risks looking like just another content creator—not the guardian of theatrical storytelling it once was.
So, what’s the fix?
Simple. Make your streaming deals. But keep them silent—for now. Delay the announcement until the film has had a fair theatrical run. Let word-of-mouth do its thing. Let reviews breathe. Let audiences feel like watching the film in theatres is a privilege—not a prelude to a living room release.
Studios must also reinforce a proper window between theatrical and OTT releases. Not too long to hurt streaming, not too short to kill cinema. And above all, don’t announce the transition too early. Let the theatre feel special again.
Also Read: Movie Review: Saiyaara | A Musical Embrace of Love, Loss, and Destiny
My decision to not return to the theatre with my family after seeing the Netflix logo might seem small. But multiply it by thousands of such choices, and the damage becomes very real.
YRF has a strong team and great minds to decide what’s right for them. As for you, dear reader—watch ‘Saiyaara’ “in cinemas only,” while you still can.
