Bhool Chuk Maaf’s Last-Minute OTT Release Faces Backlash from Exhibitors
Dinesh Vijan, a darling of exhibitors, has disappointed cinema owners with the last-minute decision to release his next film, "Bhool Chuk Maaf," on Amazon Prime Video instead of theaters. The film, starring Rajkummar Rao and Wamiqa Gabbi, was initially scheduled for a May 9 release but was pulled out of theaters and moved to May 16.
The announcement came as a shock to exhibitors, who had been eagerly looking forward to the film’s theatrical release. A multiplex official said, "We got the shock of our lives. We read the tweet from Mr Taran Adarsh about the cancellation of the release of the film. The distributor mailed us only 1 ½ hours later. Of course, by then, we had begun to issue refunds and change the programming."
The film had sold around 5,000 tickets in national chains, with an expected opening of Rs. 3 crore and a potential weekend collection of Rs. 15 crore. However, with no competition from Hindi films until June 6, "Bhool Chuk Maaf" could have sustained well if the reports were on its side.
Vishek Chauhan, owner of Roopbani Cinema in Purnia, Bihar, said, "The advance booking had begun a few days ago for the film and there was no traction. In Inox City Centre Patna, only 2 tickets were sold. Cinepolis P&M Mall hadn’t sold a single ticket."
He added, "Hence, I don’t blame him. He can always claim that there’s a war-like situation and that people are diverted. He could have released his film on some other date. Maybe, he could have released it on May 23. However, he chose to premiere the film on OTT."
Vishek further said, "The makers must have realized that Rajkummar Rao’s last film ‘Vicky Vidya Ka Woh Wala Video’ did a business of around Rs. 35 crore. Though it had much better music, yet, it didn’t open well. They must have assumed that even this film would do business in the same range, which means a theatrical share of around Rs. 17 crore. Amazon probably must have increased the digital rights price by Rs. 10-15 crore for direct OTT release. The producers must have thought that for the next few days, people might not step out, and therefore, it is ideal to give them content to consume at home. Hence, the finances must have made sense. Otherwise, opening advances and then pulling out of releasing a film is unheard of. This never happens, that too on the last day."
Distributor and exhibitor Raj Bansal also had the same viewpoint, "I strongly feel that since the film didn’t create much buzz, they took the OTT route just to safeguard their interest. This is not good for the industry, especially multiplex screens. What will they now play? You need multiple movies to sustain."
He added, "I was quite taken aback by the announcement. It is very unfair. The theatrical business is anyway struggling. If they feel the time is not right, they could have postponed the film by a few days. And isn’t ‘Raid 2’ doing well?"
Exhibitors confirmed that the news of Operation Sindoor or mock drills hasn’t caused a dent in the business. Raj Bansal revealed, "There’s no drop. I am getting enquiries for ‘Raid 2’. In fact, when the situation is so serious, people would definitely go to the cinemas to get entertained. I guess people are avoiding travelling outside the city. Otherwise, people within their own cities are going out for dinners and attending parties. Life is going on normally."
Vishek Chauhan replied, "There was a small drop, but yesterday, the collections were fine. It’s not like people will stop coming to cinemas. ‘Jisko’ film ‘dekhni hoti’ ‘dekhte hai’. During the Bombay riots, ‘Tirangaa’ (1993) was running successfully. ‘Ya toh’ picture ‘chalti hai, ya fir bahane chalte hai!’
An exhibitor from a small town in Rajasthan said, "I’d like to invite Maddock and Amazon MGM Studios head honchos to my theatre so that they can see what the potential of India’s theatrical is. Small-town stories do well across the country. Our centre would have contributed significantly to the revenues of the makers. It is disheartening that they are not releasing the film theatrically."
Exhibitor and distributor Akshaye Rathi, meanwhile, said, "Every filmmaker, depending on the circumstances, tracking, potential at the theatres and external scenarios, makes decisions that are in the best interest of the film. While, as an exhibitor, it would have been good to have ‘Bhool Chuk Maaf’ release in cinemas, I don’t doubt the integrity and Maddock’s commitment to theatrical business. Even their smaller films like ‘Munjya’ got huge success in theatres. These are exceptional circumstances, and they have taken an exceptional decision, which is fine. I truly hope that going ahead, all their films come to theatres and do the amazing business that they have always done."
Raj Bansal signed off by cautioning, "More producers might also get motivated to release their film directly on OTT. This is what happened during the pandemic."
