Bollywood begins love affair with digital platform |
Bollywood stars Amitabh Bachchan and Ayushmann Khurrana-starrer movie Gulabo Sitabo has been doing well on digital platforms. The film was the first to go for a direct-to-digital release and was released globally on Amazon Prime Video on 12th of June. Film`s director Shoojit Sircar, is “happy with the way the film has fared on the digital medium so far”. Though the film was shot and conceived from a theatrical perspective, the Covid-19-induced nationwide lockdown in India prompted the decision to go for an OTT launch. Speaking at the Ficci Frames summit on Thursday, Sircar pointed out, unlike most other film-makers he makes one movie at a time and the proceeds are used to fund his other projects, and so, holding a movie for long would not be commercially feasible. He further said this trend was not the new normal and he “experimented” with a digital release. Further, producers are worried if their movies would get a proper theatrical window as there would be a rush of film releases once theatres resume operations. The producers of Gulabo Sitabo reportedly earned Rs 65 crore, which more than covered for the film`s estimated Rs 35-crore budget.
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