Salman Khan’s Radhe Your Most Wanted Bhai output model splits industry: ‘But these are exceptional times’


Radhe: Your Most Wanted Bhai, starring Salman Khan, is the first major Bollywood film to adopt a hybrid release model. The film will be released simultaneously in theaters and on ZEE5’s ZeePlex pay-per-view platform on May 13. and the closing of movie theaters.

Film producer and business analyst Girish Johar believes that Radhe’s release on the OTT platform and in theaters at the same time has affected exhibitors and film producers differently. “Film exhibitors are the most affected by this decision. They have been waiting for so many months for great movies to come out, Radhe being one of them. They are under immense pressure and Radhe was a real oxygen for them. They thought it would help their struggling business because audiences would return to theaters. Salman (Khan) is a pan-Indian star and exhibitors were betting on him, ”suggested Johar.

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Johar also believes that the move could result in “a weakening of the exhibition sector from the top to the bottom.” But if you look at it from the point of view of a film producer, “If the producer cannot support, he has every right to look at the other options,” said Girish Johar, adding: “If the cinema continues to grow. ‘be under the pressure of a pandemic, more producers will hit the road. “

Nitin Datar, Chairman of the Cinema Owners and Exhibitors Association of India, agrees that film producers have also invested a huge amount of money and that they too need returns with the uncertainty looming over them. on the future of cinema. However, he also hinted at the possibility that multiplex owners might not filter direct-to-OTT versions when the situation improves.

“Now we have to see if movie theater owners will allow these OTT movies to be released in their theaters when things improve a bit. To my knowledge, the multiplexes are not going to cooperate with the producers on this file. Some small movie theater owners will allow it because they are desperate. But will it help them survive? Cinema owners have to cede 60 to 70% of their profits to producers and distributors, what will be left to them? Datar scrambled.

According to Datar, releasing a great movie on the OTT platform does not affect the movie industry because “the movie business is like a white elephant. He needs at least one movie a week to survive. “

While to expect more movies to come out at this time would be “insane”, Datar assumes what can save movie theater owners is “a robust government plan.” They have already asked the government for a property tax rebate and a reduction in electricity bills until businesses reopen.

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Akshaye Rathi, a film exhibitor and distributor with operations spread across Maharashtra, Madhya Pradesh and Chhattisgarh, believes these are “exceptional times”, hence the need for producers, distributors and exhibitors to stand united.

radhe trailer exit The film Radhe: Your Most Wanted Bhai by Salman Khan will be released on May 13. (Photo: Instagram / Salman Khan)

Speaking to indianexpress.com, he said, “We realize these are exceptional times, any producer or studio that has made a big investment would want their returns to start soon enough. It’s understandable in a way, but of course, as exhibitors, we’re unhappy. A Salman Khan film has the potential to bring cinemas to life. So it’s a shame and it’s a loss for all exhibitors. Radhe would have helped our awakening and now it wouldn’t, but I think they are also doing it to survive.

Given the uncertainty surrounding movie revenues and theatrical operations, Rathi believes that producers, exhibitors and distributors would have to compromise, “but, in the long run, this is a solution that would not be considered by no operator in the country. “

Also, Girish Johar suggests that it is a bit too early for Indian cinema to adopt a hybrid release model. “India is already an under-filtered country. We also lost a lot of screens last year. For now, the hybrid release model will hold back the growth of film business in the country, ”said Johar.

Radhe will arrive in theaters in India where they will be operational on the occasion of Eid. It will also be released in 40 countries in West Asia, North America, Australia, New Zealand, Singapore, Europe and the UK.

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