Radhe: Single Screen Exhibitors Praise Salman Khan For The Movie's Hybrid Release Decision

Showbiz Intern , 24 Apr 2021
Salman Khan (Source: Instagram | @beingsalmankhan)
Salman Khan (Source: Instagram | @beingsalmankhan)

Initially, the makers of Radhe – Your Most Wanted Bhai, wanted to release the movie in theatres and theaters only. But due to the ongoing surge in coronavirus cases, they had to resort to another alternative which in fact turned out to be well accepted and beneficial both for the makers and fans. Radhe is one of the highly anticipated movies of this year and I see no reason why it shouldn’t be because after all it is a Salman Khan film and we all know the joy and thrill that comes along with it.

Prabhu Deva helmed movie Radhe – Your Most Wanted Bhai starring Salman Khan, Disha Patani, and Randeep Hooda However,  will release in cinemas on Eid and it’ll simultaneously release on Zee’s pay-per-view platform, ZeePlex. It’s the first time something of this sort is being attempted and it has left people wondering if this step will lead to the beginning of a new trend in the entertainment world.  Internationally, Radhe will release only in cinemas, provided theatres are functioning in that region. In India, it’ll have a hybrid release.

As per a report on Bollywood Hungama, Shariq Patel, Chief Business Officer of Zee Studios says-

Wherever theatres are operational in India, our film will release. And internationally, cinemas are anyway open. So wherever theatres are functional, we’ll follow the theatrical windowing of that particular country.

Internationally, Warner Bros has been following this practice. Last year, we experimented with just a PVOD (premium video on demand) release of Khaali Peeli. We shortened the theatrical window of Suraj Pe Mangal Bhari and Solo Brathuke So Better. We need to adapt to the existing market scenario. One has to understand that a lot of money has been invested. So one can’t keep waiting for the ideal scenario to arise. The pandemic and the resulting restrictions have been going on for a year now and there’s no end in sight. So, the point is that we have to evolve, find a solution to a given situation.

Radhe will release on May 13, both in cinemas and on the digital platform. I am excited to watch this movie and I’m sure it will super fun and interesting.

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