Navigating Film Distribution in the Digital Age
Sooraj Khanna is a Bollywood Film Producer and Distributor. He was born and brought up in Mumbai and holds a degree in Business Management from Mumbai University. He began his career by providing locations for films and advertisements and gradually made his mark in the film industry through hard work and vision.
He is known for his work on major Bollywood projects like Jai Ho, Kick, and Ek Tha Tiger. His recent production, Bed Stories (Web Series), received critical acclaim and was released on Disney+ Hotstar. To date, Sooraj has produced and distributed more than 75 projects, spanning feature films, web content, and digital releases.
He continues to champion meaningful cinema and independent storytelling, building a bridge between tradition and the evolving digital future of Indian entertainment.
In an exclusive interaction with Media Infotainment, Sooraj Khanna walks us through the nitty-gritty of navigating film, distribution in today’s digital-first world:
How has the introduction of OTT platforms and digital advertising changed the current market dynamics? How has this helped the independent producers?
The arrival of OTT platforms has completely reshaped the landscape of film distribution. Earlier, independent filmmakers had to depend heavily on theatrical releases and limited festival circuits, often struggling with resources and reach. But now, digital platforms have democratized content-good stories can travel far and wide, without big names or huge budgets.
Digital advertising, too, allows us to target specific audiences efficiently. We don't need crores for promotions anymore. With the right content and smart digital campaigns, an indie project can find its own loyal audience. The biggest shift is that today, content is king. It's no longer just about who made the film-it's about what the film says.
At present, a few films are making their release directly through OTT platforms. How do Indie producers balance releasing films on OTT platforms versus traditional theatrical releases?
It's always a strategic decision. As indie producers, we weigh our options based on genre, budget, and target audience. For instance, intimate dramas or experimental stories may do better on OTT where viewers can consume them at their own pace. But certain stories-especially those with emotional highs, comedy, or mass connect-still deserve a theatrical experience.
The goal is to balance visibility with viability. Sometimes, we may do a limited theatrical release to build credibility and then go for OTT. Other times, going direct to digital is smarter financially and logistically. Ultimately, it's about what serves the story and sustainability best.
As an independent filmmaker, what difficulties are faced by you while distributing films in the digital age?
While access has improved, challenges still exist. For one, discoverability is a big hurdle. There's so much content on every platform that indie films often get buried without proper marketing.
Also, there's a lack of transparency in OTT deals-revenue models aren't always favorable to creators. Plus, most platforms prefer star-driven projects even today. So, as an indie producer, convincing them to back fresh talent or experimental formats still takes grit and persistence.
Digital may have broken barriers, but persistence and originality still drive the journey
What are the key differences between pitching content to global platforms like Netflix/Amazon vs Indian platforms like ZEE5, SonyLIV, or JioCinema?
Global platforms often look for universally relatable themes, high production value, and fresh perspectives. Their focus is on originality, character arcs, and storytelling finesse. The pitching process is formal and structured, with a lot of attention to development stages, writers' rooms, and long-term IP value. On the other hand, Indian platforms are more volume-driven and currently lean towards genre-specific content-crime, thriller, family drama, and regional languages. While they're opening up to bold stories, they still have a comfort zone. Pitching to them requires knowing their audience base well and showing how your content fits into their content slate.
With the present digital age, the fear of piracy has increased. What best practices can be adapted to protect films from getting pirated during or after digital release?
Piracy is a constant threat, especially when content leaks before or soon after release. A few best practices we follow include:
- Using DRM (Digital Rights Management) for all digital assets
- Avoiding public sharing of screeners and always watermarking review copies
- Working with platforms that have strong anti-piracy tech and real-time takedown protocols
- Releasing the film simultaneously across regions to reduce piracy temptations
- Building stronger pre-release buzz so people choose legal viewing over pirated versions
That said, audience awareness also plays a role-supporting legal content helps sustain good cinema.
What are the most effective digital distribution strategies for independent filmmakers in India today?
For indie filmmakers today, the key is to be both creative and strategic. Here are a few proven approaches:
- Festival-to-OTT route: Build credibility through reputed festivals, then approach OTT platforms with laurels
- Self-distribution via platforms like YouTube, Vimeo, or paid rentals (e.g., BookMyShow Stream) with targeted marketing
- Tapping into niche OTT platforms that cater to indie, short, or regional content
- Collaborating with film aggregators to reach multiple digital storefronts
- Leveraging social media and influencer marketing to create organic buzz
In the end, it's about storytelling, timing, and staying grounded. Digital may have broken barriers, but persistence and originality still drive the journey
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