Netflix has secured the post-theatrical streaming rights for The Girlfriend, the much-anticipated Telugu drama headlined by Rashmika Mandanna, shelling out a notable ₹14 crore for the privilege. The film, under the direction of Rahul Ravindran, is slated for its debut on Netflix on December 5.

This hefty investment from Netflix is more than just a routine rights acquisition; it’s a strong vote of confidence in Rashmika Mandanna’s ever-growing appeal and the film’s commercial prospects. Mandanna has become one of the most sought-after actresses in Indian cinema, crossing language barriers and amassing a nationwide fanbase. Her track record at the box office, combined with Rahul Ravindran’s reputation for crafting engaging narratives, has undoubtedly raised expectations for The Girlfriend. In an industry where star power and pre-release buzz can make or break a film’s fortunes, Netflix’s willingness to pay top dollar underscores their belief in the film’s ability to draw in viewers beyond the traditional theatrical window.

The numbers tell their own story: the total non-theatrical pre-release business including satellite, audio, and digital rights has already reached a staggering ₹21 crore. For Netflix, this acquisition is part of a broader strategy to strengthen its foothold in the South Indian market, which has witnessed a surge in popularity both domestically and internationally. Telugu cinema, in particular, has seen a renaissance in recent years, with its stories, music, and stars gaining traction among audiences far beyond the traditional strongholds. By adding a high-profile title like The Girlfriend to its library, Netflix is not just catering to the existing fanbase; it’s actively courting new subscribers who are eager for fresh and diverse regional content. This move also positions Netflix as a key player in the post-theatrical ecosystem, at a time when streaming platforms are competing fiercely for exclusive rights to marquee Indian films.

For Mandanna and the filmmakers, the early monetization of non-theatrical rights provides creative breathing room and the opportunity to focus on delivering a quality product, rather than worrying solely about opening weekend numbers. It also reflects a shift in the Indian film industry, where digital and satellite revenues are becoming increasingly crucial to a film’s overall financial health. In this evolving landscape, success is measured not just by box-office receipts but by a film’s ability to generate buzz and revenue across multiple platforms.

Releasing The Girlfriend on Netflix less than a month after its theatrical premiere is a calculated decision. It ensures that the film remains in the public eye, sustaining momentum and conversation well beyond its initial run in cinemas. For fans who might have missed the theatrical experience or prefer to watch movies at home, the streaming release offers immediate access. This quick transition from big screen to streaming is also indicative of changing audience preferences, as more viewers embrace on-demand entertainment.