The absence of box-office numbers makes OTT the playground for creative storytelling. Ram Madhvani, whose Aarya 3 dropped online recently, however, says the first weekend of release is as crucial on OTT as it is on the big screen. “Numbers are at play in OTT as well. These numbers have made Aarya 2 and 3 possible. Return of investment is important in any art form. By Monday, I’d know if people have watched Aarya or not. In two weeks, I will know if I have the next season. A weekend is an important benchmark,” explains the creator-director. Madhvani, who also co-produces the Sushmita Sen-starrer, says viewership data and the freedom to push boundaries go hand-in-hand.

Ram Madhvani