As the announcement came about of upcoming films being released on OTT platforms, distributors expressed their displeasure by releasing a statement. Multiplex operator INOX released a statement on May 14, 2020, which read as "The move by a production house to release their movie directly on OTT platform by skipping the theatrical window run and deviating from the globally prevalent content windowing practice is alarming and disconcerting."

The statement further read as "Cinemas and content creators have always been into mutually beneficial partnerships, where one’s action provided a fillip to another’s revenue. This partnership has endured for decades and has provided succour to each other. In these troubled times, it is disturbing to see one of the partners not interested in continuing the mutually beneficial relationship, especially when the need of the hour is to stand shoulder to shoulder with each other, and bring the film industry back to its vibrant best."

In reply, Producers Guild of India took to their social media pages and released a statement justifying this process of releasing movies direct to home. The statement read as "We are in unprecedented times, facing one of the greatest public health and economic emergencies of our lifetimes. This is a time for the entire film industry to come together with empathy and support for the difficult predicament that each of our constituents finds themselves in - from producers, distributors, exhibitors, daily wage earners and technicians, to the thousands of people whose lives and livelihoods are in some way dependent on our industry."

Guild also wrote, "Hence it is disappointing to see abrasive and unconstructive (sic) messaging from some of our colleagues in the exhibition sector. The production sector (just like the exhibition sector) is suffering hundreds of crores of losses daily."

Gulabo Sitabo and Shakuntala Devi are two Bollywood films announced to be released on Amazon Prime Video.