Thalapathy Vijay's 'Master' is going to stream on Amazon Prime Video from January 29. Its OTT release comes just days after the big-ticket movie hit the screens on the 13th of this month amid sky-high hype in Tamil Nadu.

Nobody saw this earliest OTT streaming coming. The movie was expected to release on OTT sooner than what used to be the norm in the pre-Covid era. However, 16 days is way too early.

There is confusion over whether distributors were informed about this when theatrical deals were made. If they were kept in the dark, it is likely that the confidence that the distributors have as an entity in producers will take a hit after this shocking development. Even though most of the distributors in both Tamil Nadu and everyone in the Telugu States have made profits already, it still may not be ideal to release a superstar movie on OTT this early. "The audience will now get the hint that movies will be released on OTT soon enough. Families will not be tempted to watch movies in theatres during the pandemic," a social media user opined.

There is a view that audiences outside the country and those in North India will now get the opportunity to watch 'Master' on OTT. "This is lucrative for the OTT platform," another user said.

Earlier in the week, Aha postponed the release of 'Krack' by a week keeping in view the popularity of the Ravi Teja-starrer in theatres. Such arrangements are ad-hoc, though.