• It’s the first time something of this sort is being attempted in Bollywood. Radhe Hybrid Release.
  • Fans are happy about the Hybrid Release of the Film.
  • The industry has evolved and is Still Evolving in OTT and Other Platforms.

Ideally, a massy movie like Radhe – Your Most Wanted Bhai is best enjoyed in cinemas but due to the never-ending second wave of Coronavirus, it seems that the makers had to make this decision.

The industry, trade, and moviegoers were left surprised with the sudden announcement that Radhe – Your Most Wanted Bhai, the much-awaited film of Salman Khan, would release in cinemas on Eid. However, it’ll also simultaneously arrive on Zee’s pay-per-view platform, ZeePlex.

Shariq Patel, Chief Business Officer, Zee Studios says, “Wherever theatres are operational in India, our film will release. And internationally, cinemas are anyway open. So wherever theatres are Open, we’ll follow the theatrical windowing of that particular country.” In other words, internationally, the film will release only in cinemas, provided theatres are functioning in that region.

“In India, it’ll have a hybrid release.”

We need to adapt to the existing market scenario. One has to understand that a lot of money has been invested. So one can’t keep waiting for the ideal scenario to arise. The pandemic and the resulting restrictions have been going on for a year now and there’s no end in sight. So, the point is that we have to evolve, find a solution to a given situation.”

He justifies this move by stating, “Internationally, Warner Bros has been following this practice. Last year, we experimented with just a PVOD (premium video on demand) release of Khaali Peeli. We shortened the theatrical window of Suraj Pe Mangal Bhari and Solo Brathuke So Better.

Trade analyst Taran Adarsh says, “The producers did the right thing. Since it’s a Salman Khan film, the costs are huge. And it’s a film which was supposed to release one year ago. Imagine the interest he must have incurred due to this delay. He has all the money in the world, I am not denying that. But every film has economic baggage. How long can you hold on?”

He adds, “As for the exhibitors, they were hoping that Salman Khan will bail them out. As I have always said, he is the pied piper of Bollywood. His films, irrespective of the merit, command a terrific initial. Now a hybrid release announcement comes as a jolt for them. It’s going to take some time for them to absorb the reality.”