wordpress blog stats
Connect with us

Hi, what are you looking for?

, , , ,

Theatrical window eliminated (for now) as Radhe gets simultaneous streaming release

It took a deadly pandemic to get much deadlier, but it has happened: in a significant first for a big budget film, Salman Khan’s Radhe will get a simultaneous release in theatres and the streaming platform Zee5, the platform announced on Wednesday. The film will also get a pay-per-view release on satellite TV. This is the second time Salman Khan’s films have shortened theatres’ exclusivity window; a deal that his studio signed with Amazon Prime Video in 2017 played a huge role in reducing the industry standard theatrical exclusivity window to 30 days. “We don’t want to deny the audience the choice of entertainment in the comfort of their homes during these times,” a Salman Khan Films spokesperson said.

Theatre associations who have, throughout the pandemic, blasted filmmakers for releasing directly on streaming platforms, are not likely to complain. For one, Salman Khan can actually draw crowds to theatres (many of which are operating at limited capacity) in spite of a streaming release. Second, not letting viewers have the choice between watching at home and a risky trip to an enclosed air conditioned hall at a time like this would mean that movie halls would have blood on their hands — an amount of blood they cannot disclaim.

This is more of a milestone for SARS-CoV-2 than it is for the streaming business. In the US, Warner announced that all its films in 2021 would come out simultaneously on HBO Max and theatres to give viewers a safe alternative to heading to theatres. Indian exhibitors of Hollywood films extracted a concession, and Godzilla vs. Kong released two weeks before the US here, as will probably all Warner films. But now, things have deteriorated to such an extent — with over 300,000 people testing positive for COVID-19 on Wednesday — that exhibitors are likely breathing a sigh of relief to be allowed to operate at all, and will take what they get.

People have tried and failed to do simultaneous home video–theatre releases before the pandemic. Kamal Haasan tried for Vishwaroopam in 2012, and theatre owners blocked his efforts. Stronger entities than him have been laughed out the door — Reliance Jio touted something called First Day First Show, but that initiative silently flopped, with literally no film being released by the powerful telco.

Also read

Advertisement. Scroll to continue reading.

Written By

I cover the digital content ecosystem and telecom for MediaNama.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

Views

News

When news that Walmart would soon accept cryptocurrency turned out to be fake, it also became a teachable moment.

News

The DSCI's guidelines are patient-centric and act as a data privacy roadmap for healthcare service providers.

News

In this excerpt from the book, the authors focus on personal data and autocracies. One in particular – Russia.  Autocracies always prioritize information control...

News

By Jai Vipra, Senior Resident Fellow at Vidhi Centre for Legal Policy The use of new technology, including facial recognition technology (FRT) by police...

News

By Stella Joseph, Prakhil Mishra, and Yash Desai The Government of India circulated proposed amendments to the Consumer Protection (E-Commerce) Rules, 2020 (“E-Commerce Rules”) which...

You May Also Like

News

Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...

News

By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...

Advert

135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...

News

Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Name:*
Your email address:*
*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ