The negative impact of the pandemic on the world of showbiz has been massive and the subject of much discussion – stalled shoots, cinemas closed and livelihoods affected. Now, as the industry gradually returns to a semblance of normalcy, it can be assumed that players will be asked to accept a pay cut to cover the losses. However, it is quite the opposite. As OTT media is witnessing a growing demand for content consumption, the players are demanding a pay rise.
Our source reveals specific examples of actors who increased their baseball stadium fees from ??50 lakhs at 2 crores now. About a year and a half ago, actor Gulshan Devaiah was playing ??40-50 lakhs. But now he asks ??2 crores. The same goes for actors Harshvardhan Rane and Vikrant Massey. they got ??75 lakhs to ??1 crore, and they have now started asking ??1.5 crore. This too, comes with a clause in the contract: if their movie goes for direct digital release, they will get ??1.5 additional crores.
Massey’s co-star in her upcoming film, LegalAnother example is Radhika Apte. “The fees she asks are ??2.5 crores, and included the same clause (regarding the OTT version) was included in his contract, ”adds our source.
We are told that actor Kartik Aaryan also received an additional amount when Dhamaka the directors decided to release the film directly on a web platform.
Trade expert Atul Mohan says: “Since there is a lot of demand from OTT, the players are so busy that they don’t have time. Virtually all of the players are busy for the next two years. If you approach them, they don’t have a date. So this means that when you are in demand you will obviously ask for more money.
There is nothing wrong with actors demanding an increase in fees, believes producer Anand Pandit, who has funded films such as The big bull and Chehre.
He is of the opinion: “It is about demand and supply. If I’m an actor and my producer gives me ??10 because of any equation … suddenly if an OTT platform gives me ??50, my demand is increasing. I will ask for more money, that simple. I haven’t met anyone who suddenly asks for more money. I don’t see anything wrong with it.
An actor’s business performance determines its market value, but producer-business analyst Girish Johar says it also depends on actor to actor.
“If there is viability, the producer will pay. We all know how income streams have been affected, especially from the movies. Most critical is digital income, which has temporarily become the backbone. When the theatrical business opens and everything is normal, I think it makes no sense, ”he explains.