Trade experts reveal Radhe: Your Most Wanted Bhai which has fetched the highest price yet for Salman starrer, may or may not get a rousing welcome.
Girish Johar, producer and business analyst feels this is not the right time to release a Salman starrer. “The country is reeling under the severe second wave of pandemic.Amidst all this chaos, where in people are fighting for their lives, makers of Radhe are releasing their film, on the pretext that this will provide the much need relief. But again this relief will be at a cost for the already traumatized virus-infected masses.”
However Johar feels the film cannot cause much damage by enthusiastic Salmaniacs as theatres are largely closed. “I am pretty much sure that the investors did not envisage this mega-health crisis. Presently, the country is under a national lockdown, wherein all the major states are under restrictions, in some form or the other. This means the cinemas will mostly remain shut and the domestic business will be very negligible. Further, the response to the marketing abd promotional material has also been mixed so far.”
However Johar feels all is not lost. “The overseas, specially the Middle East theatrical will be the best, from all available options. PPV(pay per view) and OTT option will also be subdued in the home market, as the film, catering to masses, will not be able to relish this outing, in the present pandemic scenario. Younger OTT & top-tier city audiences will be waiting for its word of mouth before diving for it.”
Trade Guru Taran Adarsh is also guarded in his enthusiasm for Radhe. “A bit early to comment since Radhe is the first star-studded film to have a hybrid release. Everything depends on the content and how the audience reacts to it. So let wait and watch.
However trade analyst Atul Mohan is more enthusiastic. “I expect a very good response. The price offered by Zee to customers to view Radhe is very attractive. In my opinion looking at the market sensibilities of India, pricing of product is the biggest challenge and Zee and Salman Khan have scored here. Also Zee5 announcing the annual subscription with Radhe will give boost to their subscriber base.”
