Cinemas across the country are facing losses due to the non-opening of cinema halls in Maharashtra itself. The producers are also not getting full recovery from theatres. That is because the film gets up to 30 percent of revenue from Maharashtra. This is the reason, the films which are coming on Direct OTT or are following the same model as South's mega-budget and hit film 'Master' did. For example, Akshay Kumar's 'Bell Bottom' is also going to follow the same. Trade analysts and Amazon Prime executives have confirmed that 'Bell Bottom' will also stream on OTT in just two weeks of its theatrical release, just like 'Master' did.
Amazon Prime sources said, "Like 'Master', the first deal of 'Bell Bottom' was also being done for the digital platform only. It was not a profitable deal for OTT because before this OTT did not get huge margin profits in the case of 'Coolie No. 1', 'Laxmi Bomb', 'Gulabo Sitabo' Amazon 'Bell Bottom' 65 crores That too to come in direct to digital mode.
In such a situation, the makers first thought it appropriate to bring it to theatres. As a result, Amazon has reduced the amount by 65 crores. The film was released on OTT after just two weeks of the theatres. 45 crores have been given to bring it. This amount was also stamped because Akshay Kumar is in the film. With him, there are projects like 'Ram Setu' to 'The End' ahead of Amazon."
Film Producer and Trade Analyst Girish Johar said, "The situation is not entirely disappointing. By the release date of August 19, it is possible that relaxation will be available in Maharashtra too. The circuit has cinema halls in Maharashtra, Goa, Gujarat. Madhya Pradesh also. Theaters in some areas fall in this circuit. If this is not done, then there will be a difference of 25 to 30 percent of the box office collection of the film. In other states also, the occupancy is to be kept mostly only 50 percent. Somewhere you will not open cinemas on weekends. In such a situation, the recovery of the film can be done from OTT, satellite rights, and the overseas market.
Trade analyst Taran Adarsh also said, "Films like 'Bell Bottom' cost more than 100 crores. The recovery of these like these can be ensured when cinemas are open in Maharashtra and adjoining states. As of now, this is the case. No. Yes, it is a different matter if orders come to open cinemas somewhere around August 19. If this does not happen, then the film will be able to recover its cost from the overseas market other than OTT. However, the good thing is that the cinema halls from big films It's a new beginning. That's a good thing."
Netflix executives say that along with the makers, they have also waited a long time for the theaters to open. In such a situation, now he cannot wait much for the release of 'Sooryavanshi'. A deadline is going to the makers from their side. The theatrical release of the film will be awaited till that time. On crossing that, the film will have to come directly to digital. Reliance officials have agreed with this. Now the talk of the last phase with Rohit Shetty will start soon.
Producers are getting paid more when the film comes directly to digital on Amazon Prime. For example, Sidharth Malhotra's film has been given Rs 70 crore. After this Emraan Hashmi's 'Izra' is also coming directly to digital on the lines of the film 'Sher Shah'. That film will be released in September.
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