The main thing is, considering this has been in production for 2 years, and they have announced the main cast, the theme song, and a general release period for the screening of the first episode, if this were a TV series, there is no reason why they wouldn't simply clarify and say so. They have nothing to hide.
If instead they are interested in promoting it as a series of theatrical events which serve to create awareness to boost DVD/BD sales after that, then it clearly falls into the OVA category.
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