Charu Malhotra, Co-founder and Managing Director ,Primus Partners, highlights the strategic edge of OTT platforms in promoting and distributing films. With advanced tech capabilities, they can run targeted campaigns, leverage influencers, and maintain buzz using digital content. Their global reach, especially for the Indian diaspora, and data-driven insights help identify promising content early. While big screen experiences still attract audiences for star-driven films, changing trends show that mid-sized films like Kantara are succeeding through word of mouth, a space where OTT platforms excel.