After the announcement of Radhe: Your Most Wanted Bhai movie opting for hybrid release, it’s been a huge discussion of point in cinemas exhibitors chains today and it seems National Cinema Chains like PVR Cinemas, Inox Cinemas and Cinepolis Cinemas are not in favour in supporting hybrid release and might not screen the movie, following the same shall be followed by the Independent Cinemas. As one can see, the poster & trailer of Radhe has not been shared by the said National Cinema Chains on their social media yet.
If what we see goes true then Radhe would be an exclusive release like other previous Zee films like Khali Peeli and The Power which met with same fate without having much revenue generated from Zee Plex release as the said copies of the films were released on pirated websites and Telegram immediately upon the films getting live on Zee Plex. With huge anticipation amongst the movie Radhe and previously Salman Khan assuring the exhibitors for an exclusive Theatrical release thru tweet and now with sudden announcement has disappointed exhibitors a lot yesterday.
Exhibitors were eagerly waiting for the release and had faith that Salman won’t opt for digital release and would support theaters in whatsoever circumstance. As Akshay Kumar had previously opted OTT and didn’t pay any heed to exhibitors’ request of not releasing Laxmii directly on digital. Hence with Sooryavanshi they have less expectations if they also opt for direct OTT release.
Since the pandemic started last year OTT has overshadowed the cinema halls’ business. Now with the second wave the battle seems content. Now it would be interesting to see who wins the OTT vs Theaters war.
Radhe: Your Most Wanted Bhai is presented by Salman Khan films in association with ZEE Studios, produced By Salma Khan, Sohail Khan and Reel Life production private limited. The movie releases on May 13, 2021 on the occasion of Eid.