Bhool Chuk Maaf by Rajkummar Rao bypasses theatres for May 16 OTT release on Prime Video. Trade takes view on sudden move and its repercussion
Bhool Chuk Maaf Suddenly Going OTT: Smart Move Or Non-Committed Exit?
Rajkummar Rao’s movie Avoids Theatres and Moves to Prime Video After Security Bumps
Rajkummar Rao and Wamiqa Gabbi’s upcoming drama Bhool Chuk Maaf that was supposed to hit theatres on May 9 have now been pulled out as planned instead releasing only on May 9. It will not go to theatrical on May 9 as planned but the new date for its release is May 16 and now streaming only on Amazon prime video. In a deliberate fashion production house Maddock Films said that it changed the plans following national security concerns stating it is of utmost importance. It is a cautious call but most feel inside the biz if Watch & Win becomes a bold new pivot is it actually good thing for the movie?
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The makers were worried due to the mounting stress in several parts of the country and felt that a theatrical release will not guarantee the reach that it needs. By taking the digital way the film can present a more home bound and foolproof spectator in uncertain times. Only the fact that one would have to skip going to cinemas entirely days before release highlights the debate among trade experts and cinephiles.
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“I talk to producers everyday and everyday they are businessmen. As they say the spirit of the nation is everywhere inside home and watching news. In that case releasing Bhool Chuk Maaf OTT might actually be a win, he added,” Mohan said.
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In any case, Mohan was taken aback too. “This is not very usual for the film to have advance bookings and then close theatres without much going on,” he noted. Because there was no fire, perhaps this was their best pragmatic alternative, noted. He also contended that the makers could wait till the heat subjects and relaunch it in theatres for a bigger revenue.
EYES ON MAY 16: IS STREAMING TO SAVE THE DAY?
Meanwhile today we have only May 16, when Bhool Chuk Maaf is coming out on Prime Video. This is where the film gets real once it steps out of box office numbers and dives into digital viewership.
Will it be hot or store-and-hide? The one thing for sure will be waiting forthe observation of industry.