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A lot has been said about the move of Zee to go in for a multi-platform release for Salman Khan’s Radhe. And a lot is still being said, now that the release date of May 13 is fast approaching. While many feel, Zee and Khan are committing a blunder by releasing the action flick in the midst of the horrendous second wave of the Coronavirus pandemic, there are many others who feel, they are right in going ahead with their plans. Point to note is that when the announcement of the multi-platform (read cinemas plus digital) release of Radhe was made, Zee and Khan had expected that cinemas in states, where they were shut down, would be allowed to reopen by or before 13th May. But the reverse has happened. Looking to the horrifying dimensions of the new Coronavirus outbreak, many states in which cinemas were functional, have asked cinemas to down shutters in view of the growing number of Coronavirus cases and the seriousness of the cases.
As a result, the multi-platform release, for all practical purposes, may actually turn out to be a predominantly digital release. Cinemas which are functional may, of course, run the Salman starrer despite its simultaneous release on OTT and DTH platforms but one doubts whether cinemas which are closed due to lack of playing programmes, even in states which have permitted cinemas to be operational, would reopen for just this film. There are no films announced for release after Eid and hence it may not make sense for closed cinemas to reopen for just Radhe. That does not mean that Radhe is a small film which can be ignored. What it definitely means is that after the run of Radhe is exhausted, no other new film is due for release. So, it may not be worthwhile for cinemas to have the auditoria cleaned up for just one film. As it is, if inside reports are to be believed, national multiplex chains like PVR, Inox, Cinepolis and Carnival are not keen to screen Radhe because this multi-platform release strategy does not go down well with their scheme of things. So, effectively, only single-screen cinemas and stand-alone multiplexes as also non-national multiplex chains would be enthusiastic to release Radhe, of course, in those states where cinemas would be functional on Eid.
There are no films announced for release after Eid and hence it may not make sense for closed cinemas to reopen for just RADHE.
Zee, as a group, is laying a lot of emphasis on the Overseas theatrical circuit as far as Radhe is concerned. Cinemas in North America and the UAE will release Radhe full throttle, of course. Cinemas in the UK are scheduled to reopen on 17th May, which means that Radhe will release in the UK on Monday, May 17. Since there has been no big Hindi release in cinemas Overseas for over a year now, Zee expects Radhe to bring huge footfalls in cinemas abroad. In countries like Canada, where cinemas are shut due to the Coronavirus pandemic, the Salman starrer will stream on Zee5 on TVod (pay per view) right from 13th May. Why, even in countries abroad, where cinemas are operational, Zee intends to digitally release the film on Zee5 in early June.
Zee, as a group, is laying a lot of emphasis on the Overseas theatrical circuit as far as RADHE is concerned.
In India, besides ZeePlex and Zee5, the film will also be available on DTH platforms Tata Sky, D2H, Dish and Airtel. A source close to Zee, wishing to remain anonymous, said that the DTH platforms will give Zee MGs and a share in the revenues generated through streaming. Besides, as an insider from the world of advertising revealed, a lot of brands are coming on board to join in as sponsors and co-sponsors with Radhe. Said this source to Information, “With the IPL having been cancelled, Radhe will indirectly stand to gain a great deal. Not just because people are starved of entertainment but also because the advertisement shorts and films made specially for playing during the IPL matches, will now find their way to Radhe.
“With the IPL having been cancelled, RADHE will indirectly stand to gain a great deal.”
Frankly, Zee, as a group, has not taken a knee-jerk decision to release Radhe on multiple platforms. It’s a well-thought of strategy because, as one source close to Salman Khan revealed, “There’s no point in brooding over what can’t happen. We have to accept that cinema release alone is not possible currently and, what’s more, we don’t even know when it will be possible. So, as a group, Zee had to try the next best option which was releasing the film on multiple platforms. Salman Khan was cooperation personified. He just asked Zee whether it saw a possibility of monetisation by releasing it on varied platforms simultaneously. Even after cinemas in more states were ordered to shut down post-announcement of a multi-platform release, he did not back out. Imagine, Zee and Salman were thinking, more cinemas would open up, and what happened was that more states went in for closure of cinemas.” It may be mentioned here that Zee has acquired all the rights of Radhe for the entire world from Khan at a handsome price.
Unlike some other corporate houses which would have shouted from the rooftops that they had taken the best decision, Zee has acted in a very mature fashion. One has not heard of Zee ever claiming that it will make huge profits in Radhe, thanks to its multi-pronged release approach. Says a top official of Zee group, “While we do not know what the first weekend figures would be, we are quite confident that in the ten years for which we hold the rights, we will be able to not only break even but also make a profit. And that is what finally matters. If not from the traditional sources, we have tried to monetise from other sources. In the final tally, the group must make a profit.”
Zee’s confidence also stems from the phenomenal response to the Seeti maar song and the title song. It is claimed that the Seeti maar song has crossed 100 million views on YouTube in just 10 days, which is a new record.
If the model works well enough for Radhe, we just might have the other big-budget and star-cast films, which are ready for release, emulating its example. But all this is wishful thinking as of now. May 13, 2021 will unfold many things. Fingers crossed!
But all this is wishful thinking as of now. May 13, 2021 will unfold many things.
The unfortunate part is that the national multiplex chains seem to be unwilling to stand in solidarity with Zee and Salman Khan in this experiment. They have their reasons, one is sure. But it would have been so wonderful had PVR, Inox, Cinepolis and Carnival extended all support to Zee and Khan in this endeavour. For, this is an exception rather than the new norm. After all, extraordinary situations call for extraordinary measures.