Maddock Films has seen some of the biggest highs in recent years. Stree 2 turned into the highest grossing Hindi film of 2024 and was hailed for its historic run. Munjya surprised trade as a sleeper hit the same year, and Vicky Kaushal’s Chhaava carried the success streak into 2025 with a strong and sustained theatrical performance.
But the studio’s recent slate has not been without stumbles. Sajini Shinde Ka Viral Video in 2023 failed to find an audience despite heavy promotions, opening to dismal numbers and shaking Maddock’s confidence in its mid-range titles. Soon after, even with the critical success of Vikrant Massey’s 12th Fail boosting credibility, the long-delayed Sector 36 was steered straight to a Netflix premiere because the right deal was struck. In early 2025, Bhool Chuk Maaf tracked with very low buzz, and though Maddock initially wanted to drop it directly on OTT, legal delays forced a theatrical release. The film opened to a lukewarm response and struggled badly in overseas markets. Not long after, the three-year-delayed John Abraham spy thriller Tehran skipped cinemas altogether and finally premiered on ZEE5, despite being designed as a big-screen spectacle.
Ibrahim Ali Khan’s trajectory before Diler
Ibrahim Ali Khan’s entry into films has been far from smooth. His debut Nadaaniyan was widely trolled online, with Karan Johar himself admitting that the film was “dissed” and “bitched about.” His follow-up, Sarzameen, released on JioCinema in July 2025 and once again drew largely negative reviews, leaving audiences unconvinced about his screen presence.
This made Diler crucial as a supposed comeback. Directed by Kunal Deshmukh and produced by Maddock Films, the sports drama pairs Ibrahim with Telugu star Sreeleela in her Hindi debut. The film wrapped shooting earlier this year with schedules in London, Mumbai and Chandigarh.
Now uncertainty looms over Diler’s release path. With Sector 36 and Tehran both ending up digital-first, our exclusive sources tell us that Diler may also head directly to streaming. Our sources tell us that the film itself has turned out weak and lacks strong commercial appeal, which is adding to the uncertainty around its release.
If that happens, it would make Ibrahim’s third straight appearance on OTT, effectively turning his early career into a hattrick of non-theatrical releases. The perception risk is high: he could quickly be tagged as an actor with no box office pull. It could box him in as an actor with little commercial viability, a reputation tough to shake in the early stages of a career.
(Also read: Maddock Films Set To Launch Fantasy & Mythological Universes After Success of Horror Comedy Universe)
Sector 36 and Tehran went straight to OTT. Does Diler follow?
Maddock still has unreleased titles like Pooja Meri Jaan, Rumi Ki Sharafat and Sarvagunn Sampann awaiting distribution for last three years, which are reportedly struggling to find buyers. With some recent mid-range films faltering theatrically and others diverted online, Maddock’s handling of Diler will be closely watched. Its release strategy will not only determine Ibrahim Ali Khan’s positioning but also signal whether Maddock continues to place mid-scale projects directly online or bets on them theatrically.
Whether it becomes Ibrahim’s big screen comeback or another OTT debut, the decision on Diler will shape both his trajectory and Maddock Films’ positioning in the market.
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