Salman Khan’s ‘Radhe’ Sets The Trend, Hybrid Release Will Be The New Normal

It does seem like Salman Khan has set the trend of hybrid releases in India. Even if the net business is Rs 125 crore, Radhe has set a new yardstick for tangible recoveries, proportionate to Box Office (BO) returns. Overseas, the theatre numbers of the film are very encouraging, given the currently restricted footfalls in the cinemas. In the past Zee had released Khali Peeli which didn’t work but a Tamil/ Telugu film released on the same day worked wonders. So, the writing is on the wall, that in the coming months when cinemas will start opening, the hybrid formula of the revenues via Transactional Video on Demand (TVOD) will continue. It has raised the bar, which will only add to the BO number game. There are middle-order films that are now released directly on OTT like Hungama 2 and Bhoot Police and we also hear that some big films that are in the pipeline are looking to keep a TVOD window for their films.