Ronnie Screvwala was on cloud nine with the box office success of his two movies Kedarnath and Uri – The Surgical Strike. But after Uri, the producer did not hit any jackpot at the box office. His two movies Sonchiriya and Mard Ko Dard Nahi Hota, though liked by many critics, couldn’t make it up with good numbers.
Last month, The Sky Is Pink was acclaimed critically but that couldn’t translate into healthy box office numbers as well.
Now the producer was all set with ‘Bhangra Paa Le’, which stars Vicky Kaushal’s brother Sunny Kaushik along with Rukshar Dhillon. And the directorial debut of Ramesh Taurani’s daughter Sneha. The movie was supposed to be Ronnie Screwvala’s final release of the year. Earlier scheduled to release on November 1, it was pushed to November 15.
However, the news now is that Bhangra Paa Le won’t release in cinemas at all. The dance flick will be directly aired on Netflix, on November 14, a day before it was to come out in cinemas.
A source close to the project says,
“Usually, one believes that if a film is directly releasing on OTT, then it might be an awful film. But that’s not the case with Bhangra Paa Le. It has shaped up well and the makers are happy with the product. However, they realize that releasing it in cinemas and spending on print and other costs will add to the budget. The buzz isn’t that strong and there are too many releases this month, which can affect its prospects. Also, the performance of The Sky Is Pink was disheartening despite the presence of an actor like Priyanka Chopra. As a result, when they got a good deal from Netflix, they went ahead with it.”
Recently Karan Johar’s ‘Drive’ starring Sushant Singh Rajput and Jacqueline Fernandez which was long-delayed was also released on Netflix without releasing in cinemas. The trend of releasing films directly on OTT has become common and is expected to grow in 2020.