The upcoming Bollywood film Bhool Chuk Maaf, which was initially slated for a theatrical release, has become the center of a legal controversy after the production team announced that the film will now be released directly on an OTT platform. Starring Rajkummar Rao and Wamiqa Gabbi in lead roles, the film had already generated considerable buzz, leading to significant promotional investments by various stakeholders.
PVR Inox, a prominent multiplex chain, has initiated a legal battle against the film’s production houses, claiming a loss of 60 crore rupees due to its marketing expenditures. According to the chain, substantial resources were allocated for the branding and promotion of the film across its theaters, and the last-minute shift to an OTT release has resulted in a significant financial setback.
The multiplex chain’s allegations underscore the financial risks taken by exhibitors when committing to films with high marketing budgets. They argue that the decision to bypass a theatrical release is a direct blow to their investments, as the cost of promoting the film was expected to yield returns through box office performance.
On the other hand, the producers defend their decision, stating that they have the right to release the film on the platform they deem most suitable, especially considering the current socio-political climate. With growing concerns over border tensions, audience interest in new releases has waned, prompting the producers to opt for a direct-to-OTT release to ensure wider viewership and timely distribution.
Additionally, sources within the production house have contested the claims made by PVR Inox regarding the promotional expenditures, asserting that the typical marketing cost for a film of this scale generally does not exceed 25 crore rupees. This discrepancy in financial figures has fueled further tensions between the two parties.
As the legal battle continues, both sides have presented their arguments in court, with a final decision expected to be made on Monday. The outcome of this dispute will have broader implications for the future of film releases, as it highlights the growing power of OTT platforms and the shifting dynamics between producers and exhibitors in an increasingly digital-first entertainment landscape.
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