The Window Hindi Movie
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Gone are the days when one had to wait months after a movie releases, to watch it at the comfort of home. Since cinema halls reopened in November last year, the window of releasing films on OTT platforms was reduced from eight to four weeks. However, this ignited several debates on how the OTT release impacts the theatrical potential of feature films. Hence, multiplex associations and exhibitors announced that starting August 1, there will once again be an eight-week window between the theatrical and OTT release of films.
The term is named after American policy analyst Joseph Overton, who stated that an idea's political viability depends mainly on whether it falls within this range, rather than on politicians' individual preferences. According to Overton, the window frames the range of policies that a politician can recommend without appearing too extreme to gain or keep public office given the climate of public opinion at that time.
The Overton window is an approach to identifying the ideas that define the spectrum of acceptability of governmental policies. It says politicians can act only within the acceptable range. Shifting the Overton window involves proponents of policies outside the window persuading the public to expand the window. Proponents of current policies, or similar ones within the window, seek to convince people that policies outside it should be deemed unacceptable. According to Lehman, who coined the term, "The most common misconception is that lawmakers themselves are in the business of shifting the Overton window. That is absolutely false. Lawmakers are actually in the business of detecting where the window is, and then moving to be in accordance with it."
The reduced OTT (over-the-top) platform window is one reason, said Amit Sharma, MD and CEO, Miraj Cinemas. Now, films are streamed on OTT platforms four weeks after their release. Earlier, this window used to be eight weeks.
"One big reason Hindi films are not doing well is the four-week window. The audience is ready to go to cinemas only if a film is very good. Otherwise, they are ready to wait for four weeks for the film to come on streaming platforms. If you look at Bhool Bhulaiyaa 2, the film has performed well but it has lacked somewhere because of the four-week window. As soon as the window becomes eight week, like pre-pandemic times, we will start seeing more Hindi films getting better revenue at box office," he said.
Unlike Rachel, Mira is actually a bit of a badass. In this version, the police have a decent amount of circumstantial evidence against her and even move to make an arrest but Mira escapes out the window and calls in a favor from the family member of a former client. Get me a phone, cash, and a gun, she says.
The global window film market size was estimated at USD 10.59 billion in 2021, projected to grow at a compound annual growth rate (CAGR) of 5.2% from 2022-to 2030. Increasing demand for energy-efficient window film is expected to propel market growth during the forecast period. Window films are widely utilized for energy efficiency in heating and cooling purpose in residential and commercial applications commonly in vehicles and windows. According to the U.S. Department of Energy, window film facilitates the average consumption of 30% of heat loss that occurs through windows and doors in homes. Improvement in window films facilitates reduction in solar heat gain & winter heat loss in commercial & residential buildings is expected to provide sustainable growth during the forecast years. Building Energy Management Systems (BEMS) is used to effectively conserve energy and improve energy efficiency by creating a stable and sustainable environment in both commercial & residential buildings. An increasing number of green building construction and the development of net zero energy buildings are expected to propel the demand for window film.
However, rising consumer awareness regarding the sustainability and price of window film coupled with growing environmental awareness regarding carbon dioxide emissions and improving energy efficiency is expected to drive the window film market during the forecast years.
Low-E glasses are replaced with window film owing to a better return on investment and it provides 6.6 times greater energy & cost savings compared to Low-E glasses. Ultraviolet-A (UVA) filtering window film can help in reducing skin cancer and skin damage. Growing consumer disposable income in emerging economies has prompted fuel-efficient passenger cars, coupled with the increasing demand for electric vehicles (EV) which is in the development phase of improving the range of EV, which in turn will drive the market during the forecast years.
However, the presence of strict regulation on tinted films used in automobiles which limits the visible light transmission (VLT) is expected to impact the market growth. Low visibility can lead to theft or accident, especially at night. A lower VLT rating tends to have better glare control whereas a higher rating is preferred for maintaining natural lights. The VLT of widow film is a key part of defining the permissibility of heat protection, UV protection, and security concern. High VLT in window films allows the attention of the police to ensure public safety in the vehicles. Certain countries have exemptions if drivers or passengers are affected by related medical conditions such as lupus, sunlight allergy, photosensitivity, and melanoma. Windows with a high tint can cause dooring incidents to the cyclists and pedestrians owning to low visibility inside & across the vehicle.
Sun control product segment led the market and accounted for more than 46.2% share of the global revenue in 2021. Sun control window films are mainly utilized to protect the interior of buildings and provide aesthetic value to the buildings. The increasing use of sun control in residential and commercial applications owing to the occurrence of skin diseases is likely to propel the market. Furthermore, rising energy costs and the need for reducing power consumption, is propelling the demand for sun control films in a residential and commercial application.
Technological improvement of window film helps in reducing solar heat gain & winter heat loss is anticipated to promote a sustainable and comfortable environment in buildings. They find wide application scope including restricting fading of furniture, paints & coatings of rooms, and carpets in residential and commercial applications. Rising demand from the construction industry in emerging economies such as China, India, Japan, Thailand, and Vietnam are expected to drive the sun control window film market in the Asia Pacific region. In the automotive industry, these films are used to reduce solar heat gain and enhance styling and protection. It also protects interior components such as audio equipment, seats, and other electronic devices. These factors are expected to the market during the forecast years.
Automotive application segment led the market and accounted for more than 35.9% share of the global revenue in 2021. The growing trend toward manufacturing lightweight vehicle components owing to the stringent environmental regulations issued by the government to promote fuel economy is expected to increase demand for window films. Safety & security window films are used in automotive applications to avoid damage caused by flying shards. Window films protect from UV rays and superior heat control. Recovery of the automobile sector in European countries on account of electric vehicles such as Germany, France, and Italy are expected to positively impact window film demand during the forecast period.
The commercial application segment is expected to witness potential growth during the forecast period. Increasing urbanization in emerging economies of Asia Pacific, Middle East, and Latin America is expected to drive window film demand for commercial building applications. There is a growing demand for malls, stores, and supermarkets in these regions as consumers are observed to buy goods from a single outlet destination. Enormous footfall in malls and spending & purchases are observed in these regions. Mall developers are expected to target developing cities for further development as urban cities are close to saturation for construction. These factors are expected to increase window film demand in commercial applications.
On the plus side, the U.S. economy continues to register job growth, lending standards are easing, market fundamentals for commercial real estate continue to improve, and more funding support is coming from state and local construction bond measures. These factors are expected to drive the demand for varied specialized window films in the construction sector, especially for solar control and privacy window film. Solar (sun control) films are expected to grow on account of increasing use of cleaner energy sources and reduce carbon emissions.
The commercial construction segment in the region is witnessing growth and continued strength in the tourism & hospitality sector with the construction of multiple hotels and even malls, among other commercial spaces. These growing segments in the region will drive the demand for window films during the forecast years. However, the outbreak of COVID-19 negatively impacted the market growth in 2020 due to a slowdown or halt in construction & production activities, a shortage of labor, and restrictions in supply & transport.
The global market is fragmented in nature with key players facing intense competition from each other as well as from regional players who have strong distribution networks and good knowledge about the suppliers and regulations. The companies in the market compete based on the product quality offered and the technology used to produce window films. Major players compete based on differentiated technology and application development capabilities. Established players such as Eastman Chemical Company are focusing on expanding their production capacities to meet the ascending product demand. For instance, On October 1, 2021, Eastman Chemical Company acquired the business and assets of Matrix Films, LLC, and its UK affiliate, PremiumShield Limited, marketer of PremiumShield performance films, including its extended line of automotive film patterns. Some prominent players in the global window film market include: 2b1af7f3a8