Bollywood box office is booming, but OTT deals remain a hard sell
Music holds sway
That said, as far as individual categories go, music remains one of the stronger ancillary categories because a successful soundtrack can generate value across streaming, social media, licensing and catalogue exploitation. Reported tentpole deals are reaching ₹50–75 crore, although these are exceptional and may involve advances or multi-film structures. For most films, pricing depends on the composer, label, genre, marketing plan and potential longevity of the album.
