Tamil Biggies Thug Life and Coolie Eye Nationwide Appeal with 8-Week OTT Window Strategy

The Bollywood film industry continues to grapple with maintaining consistent box office momentum. In contrast, South Indian cinema has seen a more dynamic phase, and now, two major upcoming Tamil films—Thug Life and Coolie—are poised to adopt a significant strategy that could alter the distribution landscape.

Traditionally, Bollywood and its multiplex associations enforce an 8-week theatrical window before a film can premiere on OTT platforms. While Southern films have generally followed a shorter window, the makers of Thug Life and Coolie are now considering the 8-week model. This shift aims to ensure wider theatrical support in North India, particularly from top multiplex chains that previously limited screenings of Tamil films due to shorter OTT release gaps.

In the past, several Tamil films had the potential for box office success in the Hindi-speaking belt but lacked the necessary backing from key multiplexes. The decision to extend the OTT release window for these two high-profile projects could open the doors for broader nationwide reception.

Thug Life marks the iconic reunion of Kamal Haasan and Mani Ratnam after nearly four decades, making it one of the most anticipated films in recent memory. Meanwhile, Coolie brings together superstar Rajinikanth and director Lokesh Kanagaraj for the first time—a pairing that has already created massive buzz.

Clarity on Thug Life's release window is expected by next week, while the team behind Coolie is actively working on a mutually beneficial rollout plan. With both films backed by legendary talent and pan-Indian appeal, the adoption of an 8-week OTT window could be a game-changing move, helping Tamil cinema make deeper inroads into the North Indian market.