Radhe’s release strategy did wonders for Salman’s bank balance but Bollywood remained reluctant to it. Why?
Bollywood stars are choosing the release dates of their upcoming projects very cautiously. The reason behind their involvement in their movies to this extent is due to the covid-19 wave in the country that has done a lot of damage to the entertainment industry.
So many of these stars are reluctant to release their movies as they will not get as big of an audience as they used to earlier. But actors like Salman Khan are choosing to not delay their films any further and go ahead with releasing it on OTT platforms. Radhe for example was released on Zee5.
Other network operators in the country are also showing the paid content where the user can pay to watch the movie on their television. This means that Salman Khan is making huge sums even though the theaters are not open. It is highly possible that he will be making more than usual with Radhe.
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The movie was released on May 13, an Eid offering for the Salman Khan fans, and garnered 4.2 million views across various platforms it was released on. This prompted many experts to think that it might be the time that a multi platform release will be a choice for many of the directors and the actors in the coming days.
After all Zee Studious, itself confirmed the success of Radhe. “…Radhe emphatically demonstrates the success of a hybrid release and shows an effective model of releasing a film during these very tough times,” they said.
Of course, owing to the pandemic, the entertainment industry had to find new ways to find an audience for its content and they chose OTT platforms. Last year, a lot of movies came on these platforms like Netflix, Amazon prime among others. But with Radhe, viewers could find it on their DTH as well.
But does it mean that this trend is going to stay? Experts suggest that it is hard to continue this trend of success for every movie. Film trade expert Taran Adarsh says that Radhe’s release was a success because it had the star value and star power, which might not be necessary for every film.
“It all depends on how things will go in the next few months, but for big-ticket films, theatres will most likely remain the first choice,” he said while talking to a website.
