For weeks, there were speculations about the OTT release date of Joe, which managed to create quite an excitement among movie buffs, mainly due to glowing reviews from celebrities.
Joe, the latest Tamil romantic drama, is set to make its streaming debut coinciding with the Pongal celebration. It will become available to stream on Disney+Hostsar on January 15.
For weeks, there were speculations about the OTT release date of Joe, which managed to create quite an excitement among movie buffs, mainly due to glowing reviews from celebrities. As per the existing industry practice, a Tamil film will hit the streaming platforms after a four-week exclusive theatrical run. However, the wait for Joe was longer as it didn't have a streaming partner when it made its theatrical debut on November 24.
Joe's OTT challenges
In the last two years, the economics of the Indian film industry have undergone a massive shift. Unlike before, streaming players have become very prudent when it comes to purchasing movies across the Indian languages. The OTT platforms are also showing more willingness and inclination to buy big-budget films led by top stars over content-driven films starring non-star actors. This concerning trend has added another layer of challenge to producers of small-budget movies.
However, films with sober subjects and significant artistic merits that make the right noises at the box office, and garner positive reviews from the critics, usually do not face a lot of trouble finding a digital partner. Even though Joe had very encouraging endorsements by the likes of directors Lokesh Kanagaraj and Nelson, it seemingly had a challenging time finding a home on a streaming platform.
The cyclone's impact on Joe
Despite good word of mouth, Joe fell short of making a dent at the box office owing to other external factors. Before the film could cash in on its growing popularity, Tamil Nadu was struck by the devastating impacts of Cyclone Michaung. People in and around Chennai were trapped inside their own homes due to massive floods caused by rains that accompanied the cyclone, undercutting the film's box office potential.
It remains to be seen when Joe can finally find its audience following its OTT release.
Joe stars Rio Raj in the lead role, while Malavika Manoj, Bhavya Trikha, Charle, and M. J. Shriram play the supporting cast.