KOLKATA: As the Covid2019 pandemic once again slams the film exhibition industry with new restrictions, filmmakers and distributors have been in a quandary — whether to postpone movie releases or take the direct to OTT route. Now, taking a cue from foreign production houses like Warner Bros, Salman Khan-starrer Radhe will debut on Zee5 and Zee Plex on the same day as its theatrical release.
With this move, Zee Studios has become the first studio in India to adopt a multi-format release worldwide.
Zee Studios CBO Shariq Patel shared, “The ongoing pandemic forced us to innovate, and we are proud to be the first to embark upon this new distribution strategy. While we all love to catch the latest movies at the nearest theatres, we realised we’d be doing a disservice to Salman’s fans nationwide if we aren’t able to release theatrically in all Indian states.
He went on to add that the studio sensed the need for a pay per view solution along with theatres, which gives the consumers flexibility and convenience of viewing the film. Zee Studios is looking to release the film in over 40 countries including theatrical release in major overseas markets.
“There cannot be a better film than Radhe to offer the audiences who’ve been waiting for an out and out entertainer for over a year now,” quipped Patel.
The film will have a theatrical release and will be showcased in all Indian states where cinema halls are operational as per Covid protocols. The international theatrical release will target countries in the Middle East, North America, Australia, New Zealand, Singapore, Europe. It will also be the first Bollywood film to release theatrically in the UK since the lockdown last year
Salman Khan Films' spokesperson remarked, “We will support the theatre owners by releasing the film in as many theatres as we can, keeping in line with the rules and protocols laid down by the government. But, considering the guidelines and safety measures, we also need to devise ways to ensure that the film reaches all of our audience. We don't want to deny the audience the choice of entertainment in the comfort of their homes during these times."
Along with Salman Khan, Radhe also stars Disha Patani, Randeep Hooda and Jackie Shroff in pivotal roles. The movie is presented by Salman Khan Films in association with Zee Studios, produced by Salma Khan, Sohail Khan and Reel Life Production. It is scheduled to release on 13 May 2021 on the occasion of Eid.
