Salman Khan, actor of Radhe: Your Most Wanted Bhai, is the first big Bollywood film to use a hybrid debut model. The film will be released in theaters and ZEE5 ZeePlex’s pay-per-view platform simultaneously on May 13. It is a “game changer” for the Indian cinema business and will affect most of the film exhibitors who suffer losses due to the closures. And closing theaters
Film producer and trade analyst Girish Johar believes that Radhe’s launch on the OTT platform and in theaters at the same time affects exhibitors and film producers differently. This decision They waited months for some of the big movies to be released. Radhe was one of them. They were under great pressure and Radhe was real oxygen to them. They thought it would help their ailing business because the audience would return to the cinema. Salman (Khan) starred in India and had a banker with him, ”suggested Joe Har.
Johar also believes that such a move could result in a “weakening of the exhibition sector from top to bottom,” but from a filmmaker’s point of view, “if a producer cannot exist, he has the right to look. Go for other options, ”Girish Johar said, adding,“ If theaters continue to be under epidemic pressure, they’ll be more likely to come. More and more manufacturers will take the route. “
Nitin Datar, president of the Indian Association of Theater Owners and Exhibitors, admits that film producers have invested huge sums of money and that they also want returns with the uncertainty that will arise in the future of films. However, he also hinted at the possibility that multiplex owners would not screen out direct releases into OTT when the situation improved.
“It is now interesting to see if cinema owners will allow these OTT movies to be shown in their theaters when things get a little better. To my knowledge, multiplexes will not cooperate with manufacturers on this matter. Some small cinema owners succumbed to despair. But will that help them survive? No, movie theater owners have to give producers and distributors a 60-70% profit, so what are they left with? ”Datar collapsed.
According to Datar, the release of a big movie on the OTT platform did not affect the cinema business as “the cinema business is like a white elephant. There must be at least one movie a week to survive. “
While expecting the film to be released at this time to be “foolish”, Datar considered what could help the owners of the cinema was a “strong plan from the government.” For property taxes and lower electricity bills until it’s time for business to come back
Akshaye Rathi, an exhibitor and distributor of films with operations spread across Maharashtra, Madhya Pradesh and Chattisgarh, felt this was a “special moment”. Distributors and exhibitors need to gather.
When talking to “We realize this is a very special moment,” he said. Producers or studios that have made big investments want their returns to start soon. It’s understandable in some ways. But, of course, as the exhibitors, we weren’t satisfied. Salman Khan movies have the potential to bring life back to the cinema. So it was unfortunate and a loss for all the exhibitors. Radhe was going to help in our revival, and now it’s not. But I think they are doing it for survival. ”
Given the uncertainty over the film’s revenue and cinema operations, Rathi believes producers and exhibitors and distributors should compromise, “but in the long term, this is a solution that domestic exhibitors won’t. Get entertained “
Girish Johar also suggested that it was too early for Indian cinemas to adopt a hybrid release format. “India is a country that hasn’t been released yet. We’ve also lost a lot of screens in the last year. For now, the hybrid launch model will reduce the growth of the domestic cinema business, ”comments Johar.
Radhe will arrive in cinemas in India, open for the occasion of Eid. It will also be sold in 40 countries across Western Asia, North America, Australia, New Zealand, Singapore, Europe and the United Kingdom.