In a budget of ₹30 crore only, Munjya film became a box office success accumulating around ₹132 crore due to its moderate promotion and word-of-mouth advertising. The movie’s success has put it right in the middle of things at a time when there is growing excitement about enlargement of the Stree-verse.However, fans were surprised when the OTT release on Hotstar for this film came after the television premiere rather than before as most people expected. Fans were left wondering why “Munjya” was streamed on Hotstar immediately after it premiered on TV.This film appeared on television for the first time on August 24 on a Star Network owned channel, one of Hotstar and its parent company’s main investors. The channel premiere, which was not advertised earlier, resulted in high cost of advertisement slots that yielded significant revenues to the network. However, this move has brought forward questions as to whether it was too soon for OTT release.The main reason for this rush to put it on Hotstar is piracy. When a film like this gets shown on TV there is always a chance that someone will record it and share it online. To avoid piracy reducing its potential online audience; Hotstar quickly made the movie available through its platform.It is unusual to have such a major film released at midnight especially on a Saturday but Hotstar’s rapid response was aimed at curbing piracy and ensuring organic viewership of “Munjya”. This approach highlights the persistent challenges streaming platforms face regarding safeguarding their content while capitalizing on viewership numbers.
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