THE FUTURE OF MOVIES: WILL OTT TAKE OVER THEATRES?

Abstract

Over the top (OTT) platform is cost effective and ease of access to watch the online content anytime and anywhere. It brings the value of younger generation by the entrepreneurs for their growth of own business. However, OTT is the not replacement of Cinematic theatre. Certain movies can watch only in theaters to gain full entertainment. This paper proposes the frame work of studying the perception of customers towards watching movies in OTT and Cinematic experience. Our results indicate that three factors determine the watching of movies in OTT from this study. Additionally, the most factor which influences watching of movies in OTT is comfortable. The study theoretically contributes the insights of watching movies in OTT and Cinematic experience. This study practically helps the future growth of Entertainment industry in the Online platform.