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While theatrical releases remained the revenue backbone, OTT platforms secured a larger share of post‑theatrical rights. The window shrank from 90 days (pre‑2022) to 45–60 days, a decision driven by audience demand for faster digital access and by producers seeking diversified revenue streams. Simultaneously, regional streaming services like Aha expanded their libraries, positioning themselves as custodians of Telugu heritage. Movie Rulez2.com 2023 Telugu
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