Dinesh Vijan, known for creating successful films like Stree 2 and Munjya, recently surprised cinema owners with an unexpected announcement. On May 8, it was revealed that his upcoming movie, Bhool Chuk Maaf, featuring Rajkummar Rao and Wamiqa Gabbi, would not hit theaters on May 9 as planned. Instead, the film will debut directly on Amazon Prime Video on May 16. The official statement cited national security concerns as the reason for this change, emphasizing the importance of prioritizing community safety.
This decision did not sit well with exhibitors. A representative from a multiplex expressed their dismay, mentioning they learned about the cancellation only after seeing a tweet and were only notified by the distributor an hour and a half later. They had already started processing refunds and adjusting schedules when they received the email.
Industry insiders noted that the film had already sold about 5,000 tickets, and analysts estimated it could have opened with earnings around ₹3 crores, potentially reaching ₹15 crores over the weekend if the audience responded positively. With no significant competition in Hindi cinema until early June, Bhool Chuk Maaf might have performed well if given the chance.
In a similar vein, Vishek Chauhan, who runs a cinema in Purnia, Bihar, mentioned that advance ticket sales were very low, indicating a lack of excitement for the film. He suggested that the decision to release on OTT might stem from a realization that the film wouldn’t do well in theaters, especially since Rajkummar Rao’s previous release had underperformed.
Some cinema operators felt the filmmakers chose the OTT route mainly to protect their financial interests, raising concerns about how this would affect the industry. Many exhibitors were collectively disappointed, believing a short delay in the release could have benefited the film instead.
Raj Bansal, another distributor, echoed similar thoughts, arguing that the lack of buzz around the film likely prompted the decision to move online. He felt it was not a constructive choice for cinema, especially during a time when the theatrical experience is already struggling.
Ultimately, industry reactions indicate that this surprising decision could influence future movie releases, as other filmmakers might consider the direct-to-OTT approach more appealing in uncertain times.
